Why is storytelling so difficult for universities? And why it matters more than ever.
Are you bored with hearing the word ‘storytelling’? And let’s not get started on ‘narrative’.
They seem to get bandied about with abandon, but I’m not convinced how many people can actually put their finger on what they mean and, more importantly, how to use them as a strategic brand tool.
So here’s my attempt at unpacking storytelling, narrative them.
Most universities struggle with storytelling. Not because they don’t have compelling things happening – they do, every day – but because the systems, habits, and cultures within most institutions make it hard to see, capture, and share those stories in a way that resonates with the world outside.
Here’s why:
Stories are buried in complex, siloed structures
Academics, researchers, professional staff, students, and alumni all operate in parallel ecosystems. Brilliant breakthroughs, human impact, and emotional moments happen, but they rarely surface beyond a department or newsletter. There’s no clear mechanism for finding and connecting the dots.
An overly academic lens shapes communication
Universities prize nuance, citation, and objectivity – rightly so. But public-facing storytelling requires clarity, relatability, and emotion. When everything sounds like a peer-reviewed paper or press release, stories lose their human power.
Story-spotting isn't a formal capability
Many institutions lack the people or processes to recognise what makes a good story in the first place. Content teams are often under-resourced or focused on outputs (prospectuses, web copy, campaign assets) rather than building editorial instincts or narrative skills.
Why Storytelling is essential for modern university brands
In a noisy, high-choice world, facts alone don’t change perception. Stories do.
Storytelling is not a marketing trend. It’s a core method for:
Differentiating your institution (beyond rankings and programmes)
Connecting with prospective students and partners at a human level
Demonstrating values and relevance in the cultural conversation
Reinforcing purpose and pride internally across staff and students
A university’s brand lives in the stories it tells — and the ones others tell about it.
So, what can universities do differently?
Here’s a 5-step practical framework to embed storytelling into the organisation:
1. Define what a ‘good story’ looks like for you
Develop a shared editorial point of view across communications and marketing. What themes matter to your brand? (e.g., discovery, resilience, belonging, change-making). What kinds of stories bring your values to life? Be clear on what you’re looking for.
Example: “We’re interested in stories where students overcome odds, researchers shape real-world policy, or alumni drive social change.”
2. Build an internal story-spotting network
Train professional services staff, student reps, comms teams and even academics to identify potential stories – and feed them into a central storytelling/editorial team. Empower people across the organisation to notice brand-worthy moments.
Think of them as your university’s roving reporters.
3. Translate the story for the real world
Turn raw information into a narrative. That means leading with emotion and impact, not process. Use language that connects with non-specialist audiences. Ground everything in why it matters to people.
Not: “Our lab published in Nature Neuroscience.”
But: “We’re helping unlock the mystery of memory loss – and giving families hope.”
4. Create storytelling rituals
Build a storytelling rhythm into the institution – whether through weekly story briefs, editorial calendars, or content moments aligned to cultural events and campaigns. Storytelling is not a one-off task. It’s a consistent brand habit.
5. Invest in talent and tools
Consider hiring or upskilling people who think editorially – storytellers, journalists, documentary thinkers, creatives. Give them the time and trust to dig into the institution and shape stories that travel.
Final word
Storytelling is not fluff.
It’s not ‘marketing gloss’.
It’s how universities make themselves meaningful in a fast-moving, value-driven world.
Institutions that do it well don’t just attract attention – they build emotional connection, internal pride, and long-term distinctiveness.
It’s time to put storytelling where it belongs: at the heart of strategic brand building.