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Feb 10 2026

From strategy to strength: Making brand measurable.

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With competition intensifying across higher education, universities are having to scrutinise what their brands actually communicate. Many, however, still lack a clear picture of how prospective students see them, despite considerable investment in marketing.
 

We’re sharing reflections from a recent IC Global Café conversation with Aimee Kleinman and Simon Pride, who explored why measurement, honesty and lived experience now matter more than slogans. Their discussion offers a straightforward look at what it takes for a university to move beyond surface‑level familiarity and earn genuine preference.

It starts with the roadmap of intention.

If you can't measure your brand, you’re flying blind. True brand strength is found where institutional intent meets audience perception. Measure your success through three pillars:

Awareness: Are you on your audience’s radar at the moments that matter?

Connection: Do they associate you with positive, distinctive attributes?

Action: Is your story compelling enough to trigger a decision?

And if your ‘unique’ selling points are also attributed to five competitors, you don't have a brand; you have a commodity.

From being known to being chosen.

Since most academic offerings are similar, the transition to being first choice relies on emotional resonance. Success belongs to institutions that:

    • Find the emotional hook and lead with how you make students feel before sharing facts.

    • Audit the lived experience and ensure the glossy brochure matches the reality of the campus canteen and enrolment process.

    • Play the long game. Brand building is a long-term investment that often begins in a prospect’s childhood.

    • Engage authentically and move beyond repetitive ads to meaningful projects, like Arts University Bournemouth’s K-scope app.

The bottom line.

Bridge the gap between your desired message and the received reality by constantly measuring internal and external perceptions. An ambitious, authentic brand that lives "off the paper" isn't just a marketing win. It’s the key to long-term survival in a crowded global market.

If you’re starting to think about where your brand goes next and want a space to talk it through, we’re here for a conversation.
Aimee Kleinman - Culture - Square
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