A university's brand identity is defined by its culture and values. This singular experience is what draws students to a school and keeps them as loyal alumni after they graduate.

The climate around student recruitment has changed as a larger and more diverse group of students are looking for a university that's right for them. This booklet is a guide to how universities can use their brand identity to attract the right students.

This guide is for any member of any type of university, large or small. Your school has a lot to offer, and through branding, you can let other people know it.

Every department in a university publishes marketing collateral or content, so we will address how to keep all of that content high-quality and cut down on mistakes. We're here to help you navigate every level of branding within a university.