Thoughts on branding

For centuries, man has relied on symbols to tell stories, represent ownership and invoke emotion. In the modern business world, this concept has become known as branding, taken from the common practice of ranchers who branded their livestock to denote ownership.

Over time, businesses learned to develop brands as a means to differentiate themselves from one another. This practice has become so ubiquitous, it can now conjure an entire experience, sensation or story from a simple color (What can brown do for you?), letterform (the golden arches) or graphic element (the swoosh). As a result, a brand is not merely a symbol or logo, but a complete set of perceptions held by consumers that define their expectations of the brand, and in the best cases, their relationship with it.

Though brands were embraced by the corporate world, higher education viewed itself as a public service, practically immune to the pressures of commerce and public scrutiny. That all changed in the last 20 years, as competition for the best and brightest students intensified, funding sources tightened and calls for accountability soared. The colleges and universities that thrived were the ones that had compelling stories to tell, and could make a singular, lasting impression with their audiences.

Unfortunately, the natural decentralization within institutions of higher education has led to a dizzying array of disparate logos and messages as departments have succeeded in differentiating themselves from one another instead of uniting behind the institution’s mission. In many cases, the success of a unit’s brand identity has come at the expense of the institution’s image and reputation.

For this reason, the most progressive institutions- including the University of Kansas- have sought to unify their identities by strategically positioning themselves and defining their brands. Although this requires discipline from all participants and the support of institutional leadership, the result will enhance the university’s long-term image and reputation, while improving the bottom line.

Ultimately, an institution and all of its departments will function more cohesively given the proper communication tools and the context within which they can tell their compelling stories. When audiences can make an immediate and lasting association with a brand, it is the first step toward building a long-term relationship that is based on trust and the shared values a brand communicates.