Universities should be the most exciting brands in the world. So why aren’t they?
Universities should be the most exciting brands in the world.
They sit at the heart of culture, discovery, and progress. They’re full of stories that matter, from world-changing research to student lives transformed. And yet, when you ask higher education marketers themselves, most don’t think universities live up to that potential.
That’s what we set out to explore in our new research report, produced in partnership with Kyle Campbell of Education Marketer.
What we found
Over 120 senior higher education marketers, predominantly UK-based but with international representation, gave us a candid picture of what helps and hinders great brand-building in HE.
The results are clear: marketers know what good looks like, but deep-rooted barriers stop them from delivering it.
Some highlights:
Behaviour gaps – 70% say universities should behave consistently with a brand strategy, but only 33% see it happen.
Differentiation deficit – 63% believe their institution needs a truly distinctive position, but only 15% say it’s in place.
Student voice missing – 81% say students should be involved in brand work, but only 14% actually are.
Barriers everywhere – Risk aversion, siloed structures, and “death by committee” are blocking bold work across the sector.
The report also reveals what marketers would do if those barriers were lifted: brands that are bolder, more human, more fun – and far more student-centred.
Why this matters
This research isn’t a critique of higher education marketers. It’s a reflection of the structures and cultures they operate within. The vision is there. The appetite is there. What’s missing is alignment, leadership, and permission.
For those of us working in HE marketing and brand, the challenge is not to prove that brand matters; the sector already knows that. It’s to find ways to cut through the blockers and bring the brand to life across the entire institution.
You can read and share the full report below.
We hope it helps shine a light on the systemic barriers in HE branding, and the opportunities that lie beyond them.