The need for effective branding for colleges has never been more crucial as institutions grapple with increasing competition in the higher education space. Branding expert and AccessU faculty member Ricky Parker has researched how iconic brands of the ’90s and early 2000s created lasting impressions through experiences, community-building, and storytelling. Examining success stories from fast-food giants and entertainment powerhouses through the lens of higher education can uncover innovative approaches to help your community college stand out in a crowded marketplace. Read on for insights from his upcoming book, “Welcome to America, Can I Take Your Order?” to ensure that your community college brand is more than a logo; it is an embodiment of culture.
The Power of Simplicity: McDonald’s Happy Meal
The McDonald’s Happy Meal is an experience wrapped in a golden package of affordability and familiarity. Community colleges offer similar tenets – convenience, affordability and quality. What lessons from McDonald’s can be applied to higher education?
- Consistency with Adaptability: While the golden arches remain constant, McDonald’s has continuously adapted its offerings to meet changing market demands. A strong brand allows community colleges to maintain their core identity while evolving their programs to meet current workforce needs.
- Affordable Quality as a Brand Promise: McDonald’s success in positioning itself as an affordable option aligns well with the foundation of most community colleges. Community colleges can take this one step further by emphasizing affordable quality as the unique value proposition. Emphasizing value and accessibility can be a powerful differentiator in the higher education market.
- Familiar Experience: The consistency of the McDonald’s experience across locations creates a sense of comfort and reliability. Community colleges can strive to provide a consistent, high-quality experience across all touchpoints with students and stakeholders.
Crafting a Compelling Narrative: WWE’s Storytelling Success
Masterful storytelling featuring iconic characters was the foundation of World Wrestling Entertainment (WWE) in the 1980s and ’90s. Stone Cold Steve Austin, Triple H, and The Rock had storylines that rivaled General Hospital or As the World Turns, told in a way that would captivate their audience. These lessons can be applied to the community college setting to enhance branding efforts.
- Character Development: Exceptional faculty, successful alumni and inspirational students are all characters to inspire storytelling efforts.
- Evolving Narratives: While lacking in drama, colleges can still evolve their brand narrative to remain relevant and engaging.
- Community Engagement: WWE’s success in building a passionate fanbase demonstrates the power of community. Community college graduates are some of the most fervent advocates, as are current students, parents and other local stakeholders. Tidewater Community College has successfully leveraged its alumni base as a key communicator network to champion and celebrate its brand. Building community through your fan base will allow your branding efforts to withstand the test of time.
Aspiration and Innovation: Lessons from Nike and Apple
Nike and Apple have mastered the art of creating aspirational brands that resonate deeply with their audiences. Community colleges are just starting to catch up to four-year institutions when it comes to realizing the power of a strong brand identity. Ensuring a long-standing brand requires a strategic focus, similar to Nike and Apple.
- Simplicity in Design: Nike’s swoosh logo and “Just Do It” slogan exemplify the power of simplicity in branding. Colleges should aim for clear, memorable visual identities and messaging.
- Aspirational Messaging: Apple’s brand promise of innovation and creativity can inspire colleges to position themselves as gateways to better futures and career advancement.
- Experience-Centric Approach: Apple Stores create immersive brand experiences. Colleges can apply this concept to campus tours, orientation programs, and community events.
Central Virginia Community College is an excellent example of simplicity in action with their logo that reflects Lynchburg’s “Hill City” nickname, a tagline that says “Yes, You Can!” and intentionally focusing on experiences in and outside of the classroom. Since launching this new brand, the result has been two years of enrollment increases.
Crafting Your College’s Unique Brand Story
As community colleges navigate an increasingly competitive landscape, the lessons from iconic ’90s brands remain relevant. By focusing on simplicity, storytelling, and creating aspirational experiences, institutions can develop authentic and compelling brand identities that resonate with their target audiences. To stand out in today’s market, we offer these practices as a starting point.
- Develop a consistent yet adaptable brand message
- Emphasize affordable quality and accessibility as key differentiators
- Create emotional connections through storytelling and character development
- Foster a strong sense of community among students, alumni, and stakeholders
- Embrace simplicity in design and messaging
- Position the institution as a gateway to personal and professional growth