Everything starts with your brand.

Your brand is a promise. It’s what you stand for in the minds of the people you’re trying to reach, influence, and move to action. This means brand strategy is the art and science of discovering, understanding, articulating, and evolving that brand.

Higher education is an increasingly crowded and competitive marketplace, and every institution has a brand story to tell. One of the main challenges of branding a college, university, or independent school is making your brand promise part of the fabric of the institution. Strong brands are built from great experiences, and success comes from your institution’s people living the brand every day. From athletics to advancement, everyone must understand what stories to tell and where to tell them to reach the people you want to influence.

Tune In Live

We have two terrific episodes on brand strategy this week on Higher Ed Live. Join us live?

Mapping Student Mindsets to Your Institutional Brand
When: Monday at 1:00 p.m. EDT / 10:00 a.m. PDT
Channel: Admissions Live
Host: Nicole Lentine

The Ultimate Rebrand
When: Friday at 1:00 p.m. EDT / 10:00 a.m. PDT
Channel: Marketing Live
Host: Rob Zinkan

The Ultimate Brand Strategy Week Playlist

We pulled 11 of our best brand strategy-focused episodes together in one epic playlist. Topics include:

  • Finding the right balance between your sub-brands or fundraising campaign brand with your institutional brand
  • Driving consistent visual identity to achieve institution-wide brand coherence
  • Uncovering the value of earned media
  • Building and managing reputation
  • Unlocking the value of your brand story



Article Author

Mallory Willsea

Mallory Willsea

Executive Producer
Director of Marketing and Business Developement, mStoner, Inc.

Mallory Willsea brings more than a decade of marketing, digital, and enrollment marketing experience to Higher Ed Live and mStoner. Mallory serves as the main point of contact for Higher Ed Live sponsors. As head of marketing and sales for mStoner, Mallory develops the firm's marketing strategy and works with potential clients to identify right-fit solutions.


Mallory Willsea

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