Brand management is critical to any organization, but in higher education, it can be especially challenging because there are so many different opportunities for people to have a brand experience. Our audiences are diverse – from prospective students to alumni to athletic fans and donors, and each one of those audiences has unique expectations for what a positive brand experience might entail. Brand management is not a simple task that can be carried out by one individual or even one department. It requires a campus-wide effort with the athletic department as often the most prominent and public-facing arm of a university. It’s crucial for athletics marketing departments to recognize their sizable impact on the perception people have of the university brand and to work together with trademark licensing and campus partners to enhance it.
When talking about brand management, I think it is vital to first understand why it is important. Whenever I present to a campus unit here at Boise State University, I start off by defining identity and brand like this, identity is how people recognize Boise State, the brand is what people think of Boise State and the way they feel about the experiences they’ve had on our campus and at athletic events. Brand management is not easy, in part because a brand is earned, not owned and never assumed. We have to prove it with every single experience an audience has with the university. It is through a consistent identity that we create a stronger brand. The point I try to make from this is that the details matter. Your school’s identity – colors, logos, fonts, imagery, descriptive language and more – is so important in defining how you want your constituents to think of you, your brand. Consistency builds trust.
Every person at your institution, each department, and all the work they do contributes to the brand. Simply put, the brand is your reputation and a strong brand helps you as marketers reach success, with increased revenue (ticket sales, merchandise, donations, etc.) and growth among new stakeholders (student-athletes, staff, fans, donors) which all helps in creating an exciting atmosphere at your events.
I would encourage you to set an example to those around you of following the brand standards established by your institution. Don’t be a brand police officer who only points out things that go wrong, but instead be a brand ambassador to your colleagues and coaches so they better understand the importance of having brand consistency and therefore avoid violations of your identity guidelines before they happen.
Once this foundation is set, look for exciting new ways to engage with your licensing department on how to promote the brand, sell gear and connect with your constituents. No idea is ever too crazy to consider, and it could even be the beginning of a meaningful brand experience. Remember, the brand is something we build at a university and brand management is a team sport.
Spencer Jahn
Trademark Licensing Specialist
Boise State University
spencerjahn@boisestate.edu