What makes Oxford and Cambridge global brands, trusted by millions worldwide? The answer lies in one word: branding. These institutions didn’t become household names by accident. They built their reputation by consistently producing high-quality research and communicating it effectively.
Branding is not just a buzzword; it’s a strategic tool that attracts students, researchers, projects, and grants. And here’s the good news: with today’s technology and social media, every university has the tools to build a brand of its own—if it knows how.
What Is Brand?
Brand is what people say about you when you’re not in the room. For universities, this means what potential students, researchers, or collaborators think of your institution when deciding where to study, work, or invest their efforts.
To influence these decisions, you need to shape their perception of your organization long before they make their choice. Branding is about building relationships with your target audience and ensuring they see your university as a trusted, valuable resource.
Key Insight:
If your audience has had positive interactions with your brand over time, they’re far more likely to choose you over competitors. Branding isn’t just about visibility—it’s about cultivating trust and delivering value.
Why Branding Today Is Easier Than 30 Years Ago
Two decades ago, universities relied heavily on publishing in reputable journals, hoping science journalists would amplify their work or relying on word-of-mouth. While these methods are still relevant, they are no longer the sole drivers of reputation.
With the rise of social media, the communication landscape has changed dramatically. Today, universities can:
- Create their own “TV shows” on YouTube.
- Launch “radio shows” through podcasts.
- Reach thousands—or even millions—on platforms like Instagram, LinkedIn, and TikTok.
Thanks to smartphones and social media, the cost of producing and distributing content has dropped significantly. Universities no longer need to rely solely on traditional media; they can build their own channels and audiences—at scale.
Example:
MIT’s Twitter account engages policymakers with succinct updates on cutting-edge research, while universities like the University of Queensland use TikTok to attract prospective students with playful, engaging videos.
How to Be Found and Build Brand
While the tools to build a brand are readily available, most universities aren’t using them effectively. The secret? Consistently produce content that provides value to your target audience—at scale and over time.
Let’s break this down:
- “Content that provides value”: Your content must address the needs and interests of your audience. For example:
- Prospective students: Playful TikTok videos introducing study programs.
- Policymakers: Short podcasts or executive summaries on policy-relevant research.
- “At scale”: Posting occasionally isn’t enough. Your audience should have the opportunity to engage with fresh content daily, and on fast-moving platforms like TikTok or Instagram, even multiple times a day.
- “Over time”: Brand isn’t built overnight. Just as word-of-mouth required time to grow in the past, social media branding needs consistent effort over months or even years.
What Is “Good Content” and Why Does Value Matter?
Your audience’s time is limited, so your content must be worth their attention. Self-centered or irrelevant content won’t capture their interest. Instead, focus on content that helps your audience overcome challenges or answers their questions.
Key Steps to Create Valuable Content:
- Define Your Target Group: Identify whether you’re speaking to students, researchers, policymakers, or another audience.
- Understand Their Challenges: Learn what problems they face and what information they need.
- Deliver Solutions: Craft content that solves their problems or meets their needs.
Examples of Effective Content:
- TikTok videos showcasing life on campus for prospective students.
- Infographics explaining complex research for the general public.
- Podcast episodes summarizing actionable findings for industry partners.
How Much Content Do You Need to Produce?
Building a brand requires repetition and consistency. A single piece of content won’t suffice. Instead, aim to create content at scale, ensuring your target group sees you often enough to build familiarity and trust.
The Red Hat Analogy:
Imagine standing in a busy town square wearing a red hat. Only 0.01% of passersby are interested in red hats. If you stand there for just an hour, you’ll miss most of your target group. But if you return every day, your visibility increases, and more of your audience will eventually find you.
Social media works the same way: the more consistently you post, the greater your chances of reaching your audience.
Practical Tips for Producing at Scale:
- Post multiple times daily on platforms like TikTok or Twitter.
- Maintain quality while scaling up—don’t sacrifice value for volume.
- Give your audience time to discover and engage with your content.
Take Action: Build Your Brand Today
Branding isn’t just for elite universities—it’s for any institution ready to invest in consistent, value-driven communication.
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