#Brand… That Dirty Word That No One Wants to Talk About

In 2025, the institution’s reputation is even more important in decision making. Not just for future students, but with current students, staff, potential donors, government partners, etc. As institutions re-envision who they are, or attempt to strengthen their position in the Canadian marketplace, now is the time to commit even more time, energy and resources on defining “why us?” and “what makes us different?”. That dirty little word – brand – needs to be welcomed and embraced across the institution. It’s hard for some to appreciate the power of brand, often since they don’t know the impact it has across areas such as Recruitment, Student Success, Alumni Affairs and Donor Relations. With all that is happening in #Highed today, now is the time to ensure institution’s stand for something unique and ownable, and provide a clear reason for someone to choose their brand.

Learning Outcomes

• Gain a deeper understanding of what ‘brand’ means in 2025
• Understand potential ways to engage others on campus to talk about brand
• How to proceed with the development or refinement of a brand strategy