Aligning institutional branding with student life programming: Opinion

November 8, 2019

In his experience, Eric Sickler has observed that higher ed institutional branding rarely aligns with student life programming. Connecting these two aspects of institutional life is especially important, according to the author, because it provides current stakeholders with “clear evidence that a school is ‘walking the talk’ they heard when they were being recruited to enroll, to contribute or to sign an employment contract.” To better align one’s strategic thinking and execution around the institutional brand foundation, the author recommends several strategies, such as: integrating an introduction to brand foundation into new student and new employee orientation activities; rescripting campus messaging to incorporate and demonstrate brand foundation language; and ensuring that all student leaders are briefed and fully cognizant of the college’s commitment to living your brand foundation. Inside Higher Ed (International)