A New Age of #Branding in #HigherEd

Have institutions lost their way on #brand?
Do students really care about branding anymore?
What does the idea of ‘brand’ mean post-covid?

In 2023, institutional branding is even more important than ever before. Gap years, virtual learning, disengaged students, fluid decision-making, and ESG alignment have disrupted and redefined the meaning behind the brand. All types of students have made changes in their brand alignment based on what’s happened over the last 3 years. Brand disconnection is real and loyalty to some institutions has been lost.

That’s why the importance and deeper meaning of ‘brand affinity’ should be front and centre across all areas of the campus. While brand is important in the recruitment stage, it’s even more important once a student has shown up or signed on for class. An institution’s brand needs to be continually worked on and amplified since the link, and hopefully, loyalty has only just begun. The goal for every institution should be to move any brand connection from ‘loyal’ to ‘advocate’. Creating Alumni advocates who will help recruit new students, give back to the institution or simply stay involved.

Learning Outcomes

• How brand views and loyalties have changed for students post-COVID;
• How branding affects and impacts student recruitment and retention;
• How to ensure ‘brand affinity’ is embraced across campus;
• How best to transition students into vocal Alumni brand advocates.