Success in marketing your brand, whether for reputation, donor and alumni affinity, or enrollment is based in the understanding you have about your institutions’ brand. It’s based on how honest you are about your brand.
One of the most difficult things we can do, at times, is to be completely honest with ourselves. This means that there are times when you’re assessing branding/marketing strategies, you may have a tendency to view your institution as you wish it to be seen, perhaps not always as it is seen. But don’t fret; everyone goes through this at one time or another.
Push through and give yourself the permission to look at your institution honestly and assess your strategies and your brand reputation. If the strategies used aren’t specifically tied to your goals, you’ll notice this in your reputation and in your bottom line.
If you notice, the enrollment at some colleges and universities is up, and down at others. Fundraising is up at some, and down at others. Why is this? You may think it’s regional, but in the same region you’re apt to find both sides. Some say the economy is driving enrollment and fundraising down, then why are some up? It’s not luck. It’s all about being honest when planning, and aligning strategies to specific goals.
Are you winning branding game? Why are benefactors giving to your school? Why are students enrolling? Can you answer these questions with specifics (without forming a committee)? Be sure you have a handle on managing your brand.
