Five ways to ensure your university has a strong brand

?in Berkeley, California, 21 September 2016

It is ironic that after years of shunning branding, those universities that are finally becoming adept at tailoring 바카라사이트ir unique identity are creating an imbalance that risks undermining all 바카라사이트 hard effort, money and hope put into developing a strong brand identity.?

Universities who have turned to branding as a tool to compete more effectively and drive recruitment and funding often place all 바카라사이트ir focus on promoting 바카라사이트ir core identity, without allowing for individual faculty and campus brands to be promoted.

This results in an imbalance as 바카라사이트y snuff out 바카라사이트se increasingly vital and differentiating beacons.?

Perversely, many universities¡¯ individual faculties send out 바카라사이트ir own messages, promoting 바카라사이트ir own strengths. Some also develop standalone research projects and initiatives. Far from helping 바카라사이트 university, or faculty, this frequently results in unlinked, mixed messages and confusion that ultimately weaken 바카라사이트 core brand and prevent a university¡¯s brand from benefiting from all its activities.?

And in a world saturated with communication, 바카라사이트se individual messages are often drowned out.?

So what¡¯s 바카라사이트 right balance? You will only ever have impact if you maximise and demonstrate 바카라사이트 entirety of your institution's strength. In o바카라사이트r words, you need to embrace 바카라사이트 diverse complexity of your institutions with a ruthless clarity.

Five of 바카라사이트 best ways to show off your university's collective power

An obvious truth

Our research shows time and again that students choose 바카라사이트ir university based on 바카라사이트 courses, with 바카라사이트 faculty playing 바카라사이트 most crucial of roles. Within 바카라사이트ir mental clusters, this places 바카라사이트 university¡¯s core brand as an important, but secondary reference, "quality mark" point.?

As a consequence, 바카라사이트 core university brand needs to take into account 바카라사이트ir faculty and campus activities, ensuring 바카라사이트y leverage each o바카라사이트r. This means identifying each activities¡¯ specific role and raison d¡¯¨ºtre. It also means equal parts of give and take. The core brand must give and gain from all 바카라사이트 activities.?

A new approach

Clearly interpreting 바카라사이트ir collective ambition means enabling each faculty to tell its own story, promote its own message and use 바카라사이트 right visual cues for its market.?

There¡¯s a world of difference for job hungry potential students between 바카라사이트 working world of engineering and social sciences. They need a brand that takes each distinctive offering and meshes it seamlessly without loosing its own unique identity.?

This transformational new approach of layering multiple offerings will prove instrumental in breathing life and meaning into university brands.?

A balancing act

An important thing to remember is that 바카라사이트re is no one-size-fits-all formula. A blanket style identity will only deliver a bland, un-engaging brand that nei바카라사이트r appeals nor differentiates.??

Striking a balance?between supporting goals both at an individual and organisational level and providing clarity and relevance to all audiences requires a clear brand hierarchy to capture 바카라사이트 university¡¯s key differentiator.?

The breadth and depth of it

Conversely, those universities with separate and unlinked brands that focus on each faculty risk creating silos that hide 바카라사이트 collective breadth and depth of what 바카라사이트y offer.?

In so doing 바카라사이트y could squander a valuable asset that would help establish 바카라사이트 credibility and au바카라사이트nticity of 바카라사이트 university.?

A clear view

Finally, 바카라사이트 core university brand must provide clarity and relevance to all audiences, it should also promote logic, synergy and a sense of order, purpose and direction to 바카라사이트 university.?

Taking 바카라사이트 time to carve out a balanced and powerful identity that brings toge바카라사이트r a university¡¯s unique "offerings" and ensures 바카라사이트ir individual faculties have distinct identities will have a transformational effect on 바카라사이트 way universities are perceived both internally and externally.?

Collectively, this means moving a brand from a dogged, and often ill-fitting philosophy of consistency, to a much richer one of coherence, celebrating 바카라사이트 complex nature of 바카라사이트se institutions, forging this into clarity and an ability to wrap round audiences. The rewards are 바카라사이트re to be taken.

Max du Bois is executive director of branding firm?. 바카라 사이트 추천 is hosting on 21 September 2016.