Without a doubt, your college or unit offers something special—something that sets it apart from every other program on campus. It could be your nationally recognized research, your hands-on approach to learning, or the ways you collaborate in the community. Whatever it is, it makes you attractive to the right students, faculty, and donors. And your department deserves to be presented in a way that captivates and connects with the people who can help you thrive.

In today’s competitive educational landscape, colleges and universities are facing mounting pressure to stand out. With prospective students confronted by countless options, the difference between choosing your program or another often isn’t just about what you offer—it’s about how you present the program. Your college brings a distinct aspect to the university brand; how you communicate that strength could be the key to standing out in the fray.

In this blog, we’ll explore why colleges or units must cultivate their own brand within a university framework. We’ll highlight the advantages of doing so and provide insights into effective branding strategies, all while using the university brand guide as a reference for aligning with broader institutional goals.

Branding: It’s More Than Logos and Colors

Branding encompasses much more than logos and color schemes from your university brand guide—it’s about capturing the essence of your college or unit. Should it embody the overall university branding? Yes, but with attention to its own individuality. What is the college’s core mission, value, personality, strategic messaging, and unique offering(s)?

As the educational environment evolves, departments are adapting to meet the needs of their specific audiences. This is because a strong, independent brand stands on its own, significantly affecting recruitment, funding, and overall reputation.

Branding also plays a role in alumni and donor engagement. Donors are more likely to contribute to a college or department that has a clear, compelling identity and a track record of success. A well-defined brand showcases achievements, faculty expertise, and the tangible impact of donations, making it easier to rally financial support. Colleges with strong brands often receive larger endowments, funding for specialized programs, and sponsorships from industry partners.

In short, a well-executed brand builds trust, credibility, and recognition—three essential elements that drive both student recruitment and financial investment.

How a University Business School Made Its Brand an Asset

Consider the Wharton School at the University of Pennsylvania. Founded in 1881, it has grown into a globally recognized business school with an endowment exceeding $1.4 billion—one of the largest among business schools. While the broader UPenn brand targets a general academic audience, Wharton has carved out its identity to appeal specifically to business students, executives, and corporate partners. 

Wharton School’s independence elevates its status, allowing it to compete with elite institutions like Harvard Business School and Stanford GSB. In fact, Wharton School ranks number one as Best Business School in a tie with Stanford. By establishing its own identity, Wharton developed separate funding channels and enabled global investments in faculty and research—making the college even stronger.

The opportunity to cast a wider net and make a greater impact is essential for long-term sustainability and innovation. Colleges serve distinct purposes and audiences, and a focused brand helps them fulfill these roles.

Reasons to Develop a Distinct Brand

1. Clarified Goals and Values

Creating a unique brand gives your college a clear purpose and direction. It enables you to articulate clear goals and values, guiding decision-making and strategic initiatives. When everyone within the college aligns with a shared vision, faculty, staff, and shareholders can work cohesively toward achieving those objectives.

This alignment doesn’t mean completely diverging from the university’s overarching identity. Instead, it involves finding ways to emphasize unique strengths while adhering to the university’s brand guide. For instance, colleges can focus on specific programs, research initiatives, or community engagement efforts that resonate with their target audience, giving their messaging a distinct purpose complementary to the university’s mission.

2. Stand Out in a Competitive Market

In an era where standing out makes you memorable, a strong brand prevents colleges from blending into the background. Establishing a distinct identity allows colleges to position themselves as disruptors in their fields, attracting attention and interest from prospective students.

Colleges that don’t establish a strong brand risk being overlooked by prospective students. A distinct identity allows colleges to position themselves as disruptors in their fields, attracting attention and interest.

3. Leverage University Resources for Growth

A well-defined sub-brand allows colleges to connect with the larger university brand while still maintaining their unique identities. This connection can lead to valuable opportunities—partnerships, funding, and collaborations. When colleges present themselves effectively, they enhance their visibility and credibility, opening doors to resources that can fuel growth.

Working from the established reputation of the university helps colleges gain recognition in their specific fields. Prospective students and faculty who are passionate about these disciplines will engage further, knowing they are part of a respected and leading institution.

The Challenges of Branding Distinctly

While the benefits are clear, developing a distinct brand may come with its challenges. But if you address it first, you can make a plan early on.

1. Misalignment with the university’s brand
2. Limited resources for branding
3. Internal resistance to branding efforts

To overcome these challenges, college units should openly communicate with university leadership and engage in a continuous feedback process. Maintaining a brand requires ongoing effort. Colleges should regularly assess their branding initiatives and decide where they want to pivot to resonate best with their target audiences. Flexibility and adaptability are huge as market dynamics and students’ needs change.

How University Brand Guidelines Frame the Big Picture

College sub-brands do not weaken or negate the overall university brand. In contrast, a strong sub-brand can actually enhance the parent brand by showcasing the institution’s diverse strengths and specialties.

Think of the university brand guidelines as a framework for your department, not a restriction. They provide consistency in elements like typography, color schemes, and tone, ensuring that all colleges and units maintain a cohesive look and feel. But within those parameters, there’s room to highlight what makes your college distinctive—whether that’s cutting-edge research, industry partnerships, or a specialized academic approach.

For example, if your college is known for innovation, you can align your messaging with the university’s overarching themes while emphasizing your specific contributions to groundbreaking research. If your focus is community impact, you can showcase the ways your college extends the university’s mission beyond campus. This balance strengthens both your college’s reputation and the university’s overall brand by demonstrating its breadth of excellence.

You’re essentially leveraging the credibility of the university while defining your own niche. Your college not only attracts the right students and faculty but also reinforces the institution’s position as a leader in higher education.

Want a Branding Expert on Your Team?

Developing a distinct brand within your university brand guidelines is an advantageous way for your college to grow beyond the university. When done right, it articulates a personality that no one else can claim, giving a boost to your college’s reputation and the university’s overall prestige. A strong, distinguishable brand also allows for deeper engagement with alumni and potential donors, creating connections that sustain success. How you strategize and build your brand, however, is key, and best done with an expert marketing team to guide you through.

So, what’s the next step? Talk with Frankel. We’ve completed a number of branding project for entities of higher education institutions, including the UF College of Veterinary Medicine. Give our case study a look here. 

We would be happy to guide you through developing your own sub-brand that aligns with your university’s overarching identity and get more students looking at what makes your program unique.