This Youth Month, we unpack how the branding of a higher education institution has an impact on the future prospects of young people.

In today’s competitive higher education landscape, a university with a strong brand is more likely to attract top students and staff, as well as funding opportunities and partnerships with industry, government and other organisations. “Top performing students and staff are more likely to be attracted to a top performing brand, as strong brands gravitate towards other strong brands” says Isabel de Necker, Senior Marketing Manager, University of Pretoria.

Branding in higher education goes beyond logos and slogans; it encompasses the institution’s reputation, values and unique identity. A strong brand reflects the quality of education, the success of its alumni and the overall student experience. This brand differentiates one institution from another in the minds of prospective students, employers and academic peers.

Branding matters to students for various reasons. Enhanced opportunities is one. Students who attend a well-branded institution benefit from the prestige and recognition associated with it. Potential employers often favour graduates from institutions with strong reputations, associating them with a high standard of education and professionalism.

Network building is another reason. A strong brand attracts accomplished students and faculty members, fostering a vibrant and intellectually stimulating environment. This network becomes invaluable for students during and after their educational journey, providing connections that can lead to career opportunities and collaborations.

Finally, there is more availability of resources. Institutions with strong brands typically have better access to resources, including state-of-the-art facilities, research funding and partnerships with leading organisations. These resources enhance the learning experience and provide students with tools to excel in their fields.

Understanding institutional branding also encourages students to develop their personal brands. In a world where personal branding is increasingly important, students can leverage their institution’s brand to build their own. By engaging in extracurricular activities, pursuing academic excellence and contributing to the community, students can create a personal narrative that aligns with their professional goals.

For youth in higher education, comprehending the significance of branding is crucial. It opens doors to opportunities, resources and networks that are instrumental for future success. As students navigate their academic paths, recognising and leveraging the power of branding can make a profound difference in achieving their aspirations.

For more information, please click on the following links:

• Brand policy document
• Brand templates
• Logos 
• Multimedia and brand hub