Universities talk about strategy, but ignore their strongest one: Brand
Why higher education leaders must treat brand as more than a marketing tool – and what global giants can teach them.
While reading the excellent YouGov Global Best Brands 2025 report, I was struck by how many of the principles behind the world’s most successful consumer brands could – and should – apply to the university sector.
Drawing on that report and my own experience working with brand-led organisations outside of higher education, I’ve pulled out five key lessons that offer university leaders a fresh perspective.
These insights highlight how brand, when treated as a strategic leadership tool rather than a marketing afterthought, can build distinction, resilience, and long-term relevance in an increasingly competitive landscape.
1. Brand strength is built on a broader set of perceptions than universities typically measure
Top-performing global brands earn their status by excelling across a wide spectrum of factors. YouGov used six component metrics in their Index Score – Impression, Quality, Value, Satisfaction, Reputation, and Recommendation. These metrics reflect how people feel, evaluate, and talk about a brand, not just how it looks or what it offers.
University takeaway:
While universities often focus on metrics like research output or student satisfaction, strong brands are built on how people feel about them. Executive teams should track a broader perception model, including reputation, trust, and likelihood to recommend, to truly understand their brand health.
2. In a crowded market, mental availability beats functional superiority
Brands like IKEA or WhatsApp don’t succeed by offering radically different features – they win by being unmistakably themselves. They’re easy to remember and quick to recognise, which makes them more likely to be chosen when people are faced with options.
University takeaway: Many universities offer similar degrees, facilities and student experiences. Rather than competing on marginal functional gains, institutions should aim to be mentally available: easily recalled, instantly recognisable, and emotionally resonant. That’s what distinct branding achieves.
3. Familiarity and trust create loyalty, not just innovation
The most enduring brands aren’t necessarily the most exciting – they’re the most trusted. Their staying power comes from being known, dependable, and consistently delivering on expectations. That’s what earns long-term preference.
University takeaway: Universities shouldn’t overlook the value of continuity. A clear, trustworthy brand can be a powerful stabilising force, especially in times of disruption. By investing in consistent brand expression and experience, institutions can build a reputation that outlasts individual campaigns or personnel changes.
4. Global brands succeed by thinking local, without losing their core
The strongest international brands tailor their communications to local norms and values while staying true to a shared global identity. They know that what works in Tokyo might not work in Toronto, but the essence of their brand travels.
University takeaway: With diverse audiences across geographies, cultures, and generations, universities must balance coherence with flexibility. A well-defined brand idea allows local teams, faculties, or international offices to adapt messaging while maintaining a unified, credible voice.
5. Reputation needs ongoing stewardship, not occasional damage control
Successful brands don’t wait for a crisis to think about how they’re seen – they actively shape their reputation over time, through consistent values, transparent behaviour, and visible alignment with stakeholder priorities like sustainability, social impact, and inclusivity.
University takeaway: Reputation shouldn’t be delegated to a press office or crisis comms plan. It’s a leadership issue. A strong university brand helps express values, shape culture, and create alignment — not just in what you say, but in how the institution shows up in society every day.
And finally … move from promotion to positioning
Rather than marketing after the fact, the most valuable brands lead with brand thinking. That means:
Positioning: Carving out a clear, meaningful place in people’s minds.
Brand Idea: Expressing your identity in a compelling, cohesive narrative.
Activation: Living that brand through experience, behaviour and culture.
The opportunity? Shift the brand conversation from the comms team to the executive table – and use brand as a lever for leadership, differentiation, and demand.