Rather than creating a brand, a smart college or university must uncover a brand that already exists as an intrinsic part of the institution, and find ways to articulate that brand that will resonate with audiences. The most compelling brand is one that has been a part of you all along.
Before you can undertake a truly effective inbound marketing effort, you must uncover your brand and learn to state the points of differentiation that will drive connection. Inbound marketing will only be as strong as your commitment to this one true voice.
Challenge yourself and your team to clearly state your brand and top three differentiators. If you can’t do it — or if you all have different answers — you have some work ahead.