What does it mean to build a strong brand? Many definitions for developing a brand exist: creating a promise to customers, providing unforgettable consumer experiences, finding the value proposition, and a personal favorite, uncovering the DNA of an organization. However, before an organization can develop its brand, it must first deal with truth.

A brand that does not truthfully represent an organization is not a brand but prevarication. A critical step to developing a strong brand must include a thorough assessment of an organization internally and externally.

In building strong brands for colleges and universities, important questions to ask are how do students describe their experience and success at the institution; why do prospective students choose not to apply and enroll; what are the perceptions and attitudes of external audiences such as high school counselors, community and business leaders, and parents; what support is provided by alumni and donors; and how do faculty and staff rate their satisfaction.

Data gathered from these questions uncover key assets that are the foundation of the institution. The process also demands the examination of elements that negatively impact the college as well as finding ways to address the challenges. Creating dynamic content based on truth helps define and give meaning to strong, powerful, and lasting institutional brands.