Three branding challenges for Australian Universities

In a volatile political environment, universities need to better articulate the value they deliver to individuals, communities and even the planet. A focus on brand can position institutions of all sizes and statures for success. Tim Riches explains.

When it comes to branding and communications, the university sector is sometimes politely described as issues-rich. With student protests and overseas caps making front-page news, that’s never been more true.

It is famously challenging for universities to achieve a level of alignment around common purpose and identity, competitive differentiation and message – especially when the intelligent people working at universities pride themselves on intellectual individualism, critical thinking and operating outside of a corporate environment.

Having worked with many universities over the years, across the spectrum of size and quality rankings, I see three key challenges for unis as brands.

—

Read the full article on Campus Review.

Tim Riches is Group Strategy Director & Principal at Principals.

—

Contact us to learn how Principals can make your brand a force for positive Change.