Whenever I see an RFP for a university brand refresh or website redesign, one of the things I seek out in the project description is the university’s desire to “differentiate itself” or find unique attributes so that the new brand can separate the school from the pack.
The thinking goes like this:
We want to reveal and leverage distinguishing attributes so that our marketing can explain to prospective students why they should apply to and enroll at our university.
The thinking behind these efforts is well-meaning but counterproductive. Here’s why:
Differentiation in higher education means looking for a finite number of own-able attributes that are, in the current marketplace that is higher education, simply not own-able. These attributes often come down to numbers or statistics, which are inherently malleable as every marketing officer in higher ed knows. Let’s try this thought experiment: You are the VP of Marketing for a small private liberal arts university, with an enrollment of 2,500 undergraduates. What might your unique attributes be – can you guess?
- Small class sizes
- Low student faculty ratio
- Personalized attention
- Approximately 50-70 undergraduate degree programs
- Beautiful campus in an idyllic setting
- Academically challenging, experiential learning, undergraduate research
This list describes probably every school that you compete against. Or maybe you are the “large research-focused public university” and, well, rinse and repeat.
The problem with this effort is that in most cases the differences are too small to register – will students care that one school boasts of their 14:1 faculty/student ratio when competitive schools have a 16:1 ratio? Probably not. And this points to the real issue: the emphasis on differentiation is disconnected from what prospective students really care about after all the cost/degree/size boxes have been checked.
I am firm believer in promoting distinguishing facts and data to help students to see the value of your institution. I just don’t believe that these facts alone will elevate your institution above your peers. For that you need something more, and that something is a compelling and memorable brand.
So, rather than spend time focusing on discrete facts, figure out what makes you just right for a specific type of student. Invest in understanding how to speak to these students, and embracing the adage that it's not so much what you say, it's about how you say it. Define your school's unique personality through the language you use, the visuals you create, and the feelings you evoke. Connect this personality with your most interested prospects and make deep, lasting bonds. That's what makes you different from the other schools they're considering.
