This year another set of newly-vested University Presidents will roll out strategic plans for their institutions. Most will include some form of branding or “re-branding” (whatever that means). 

 Many, if not most, of these will fail. Causes will vary – some will be underfunded, some will meet fierce opposition, and apathetic attempts will wither on the vine. 

Most will die of apathy – they simply won’t take hold. Why? Because these brands fail to articulate something true and important about the brand. As Peter Drucker famously said, “culture eats strategy for breakfast.”

I’ve found these are the most common problems that will sink even the most clever, authentic brand expression.

No research — Hard to believe that professors who are the world’s foremost research experts resort to hunches and superstitions for brand strategy. Institutions are either stuck in their own echo chamber or simply feel they don’t have enough time to research. The result is brands that miss their mark for most of the greater audience. 

No support — Universities readily adopt corporate ideas – emailing instead of engaging. The result is frayed communication lines in need of repair. In many ways, universities resemble small cities more than businesses: They require the same type of community organizing successful politicians use. 

Overwork — Stop trying to do “all the things.” It doesn’t work and speeds up burnout. Most schools – even the big ones – work with a limited budget. Focus on owning your space instead of everything at once. And if you don’t think that’s you, ask your staff. We heard them loud and clear at the Stamats Conference.

Message confusion — Higher ed loves bullshitting, which has become so mixed with academic writing that it’s seen as sophisticated. Maybe these academics know something I don’t, but I’ve worked for many years as a writer and editor –  enough to say most “academic language” is just jargon. Lose it. Use David Ogilvy’s masterful tips for writing.

No control — I’ve never released a brand message I didn’t test extensively. Moving out of marketing panic mode with research and communication helps focus your goals, but a testing culture brings transparency and removes ego from our true message. 

Darren White is the principal consultant at D. White & Co.

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We love working with higher ed. We believe in it. It (mostly) worked for us. We’re brand strategists advocating for an evidence-based approach to higher education branding and marketing. In a world full of noise, nothing is more valuable than education. Our job is to help it articulate a clear message.