Our Blog: where do you stand?

What We're Thinking: School Brands

By: Maggie Brandt | 09/08/2011

I'm not sure if it's the beautiful fall weather, the start of football season or our recent Push for Pencils drive, but I have been missing school these past few weeks. While I'm thrilled to be in a place in my life that does not include homework or comprehensive exams, there is something unique about the college experience and the feeling of belonging to a community of students, faculty, staff and alumni who are all united by a shared institution. Whether it's the tune of the fight song, a beloved campus landmark or a closely-held motto, we all have something that triggers a feeling of nostalgia for our alma mater.

At Standing, we are currently supporting several education clients as they develop brand positioning for their institutions. This got us to thinking about how students and alumni experience their schools' brands, and some of our team had really interesting insights to share on the topic:

Ashlyn Brewer

The Missouri School of Journalism prides itself on its branded "Missouri Method" - the idea that students should learn by doing. The J-School lives up to this brand by designing curriculum that ensures students practice their craft before they graduate. Students also live up to this brand by seeking out additional real-life experiences in the form of internships during their college experiences.

Gretchen Schiltz

While I was a student at Northeast Missouri State University, now Truman State University, its brand positioning was focused on quality of education and affordability; a quick check on Truman's website reveals that the brand is much the same 20 years later. The banner on the homepage reads: Truman State University: Nationally Ranked, Affordable, Personal, and I have to say that this rings true of my experience there. The quality of education I received was top-notch; the classes were reasonably sized and professors of high caliber were very accessible for questions/support; and, in addition to plenty of scholarship opportunities, tuition was very affordable.

Nick Sargent

I think one of the great things about being a Saint Louis University grad (MBA 2010) is seeing how the university itself lives its brand. Students come to SLU to be educated in the grand Jesuit tradition of becoming men and women for others. During the last few decades SLU has lived that concept of service to the community as an institution by re-investing in midtown St. Louis to help revive that neighborhood, bringing new people and investment to the city's center.

Larissa Piper

Webster University offers students a unique global perspective with a small university feel. In my opinion, the students and faculty embody the brand. Roaming the halls of Webster you'll encounter students and faculty from 100 different countries, with diverse backgrounds and a variety of ages. Students receive a quality education with exposure to many cultures, opinions and ideas, and they are encouraged to study at one of the 7 different campuses worldwide, an experience that Webster makers affordable and attainable. It's a rare occurrence to have a class without international students in attendance. The global aspect of the school's brand truly defines the school's mission and values. 

Christi Dixon

My alma mater, Wartburg College (Go Knights!), has crafted a brand from its signature color: Orange. To "Be Orange" means to give back, to have an inner spark, to be independent and pursue your dreams. In my opinion, this approach is much more relevant than trying to inspire us to be full of valor and Knightly qualities. Not that I would mind a bit of chivalry in the world!

How have you experienced your college/university's brand?

Posted in Brand Positioning