Launching a brand is not a departmental function. It is an institutional movement. How do communications professionals at higher education institutions gain support and ownership for brand management from all university stakeholders, internally and externally? How do you develop a strong brand that not only withstands challenges, but also becomes stronger as the organization changes and grows? Here are top 10 quick and easy tips for launching and maintaining a brand, even during unsettling times.

10—Separate brand from the logo

Brand is the DNA of an institution, a true and compelling narrative focusing on identity, mission and distinctiveness. Consumers today want truth in brands that align with their values. The logo is a visual representation of the narrative, developed after brand is established.

9—Integrate brand into the strategic plan

The strategic plan is the road map for a university’s future destination; therefore, it should always include direction for mission and identity. If preserving or strengthening the brand does not exist in the strategic plan, then the institution’s identity is not a priority.

8—Get faculty involved

Faculty is one of the most powerful constituencies in higher education institutions. Without faculty buy-in, you will not have a sustainable brand. More importantly, give faculty a key role to play, thus securing their buy-in and support.

7—Keep brand visible throughout the organization and community

Continuous and varied communication of the brand, internally and externally, serves as a reminding presence in surrounding communities, regionally and nationally. Tout success stories, bolster collaboration, hone social media platforms and create the right balance of digital and traditional media.

6—Establish metrics to measure brand effectiveness

Every use of the brand should be measurable. If a metric does not exist, then create one. Quantitative measures, while strong, are not the only metrics. Qualitative methods, including descriptive and themes, can be some of the most powerful sources for proving brand effectiveness.

5—Engage all stakeholders in the brand development process

Before developing a good brand, be sure to talk with all key stakeholders, including business and community leaders, alumni, donors, parents and current and prospective students. Stakeholders may not always share information until asked, and they know what’s working and what needs to be fixed.

4—Create transformational experiences for students

A strong brand is supported by endless success stories, highlighting transformative and experiential learning. Parents want to know about campus life and what outcomes to expect for their investment. Share experiences that have changed students’ lives and improved communities they have served.

3—Embrace new and different strategies

Don’t be afraid of what’s new and different and take risks. Forgo traditional brand launches and consider hosting an internal event or a series of mini events across the entire campus. The internal community should celebrate the brand before awareness among external constituents.

2—Uphold Mission and Identity

Any brand has to be guided by an institution’s mission and identity, forming the foundation of the brand and keeping it strong and enduring.

1—Capitalize on the President

University presidents meet individually with hundreds of people in communities throughout their tenure. As frequent speakers, they reach thousands over the course of their presidency. One of the top marketing strategies is using the university president for awareness, visibility and engagement. Incorporating brand narrative into speeches, talking points and articles keeps the brand alive, no matter what changes and challenges confront higher education institutions.

(I presented on this topic recently during the 2020 CASE District II Conference, Baltimore, MD.)