Ignite your university brand – don’t necessarily rebrand it

Rebrand: The one word many people don't want to hear

Let’s be honest –?just hearing the word "rebrand" makes most people in Higher Ed cringe. It brings up thoughts of endless meetings, big budgets, and the massive challenge of trying to get everyone on board with a brand-new identity. And after all that, the end result? Sometimes, despite best efforts, it falls flat.

"We rebranded a couple of years ago, but it didn’t quite hit the mark." Sound familiar? We hear that a lot. Understandably, the idea of another big, costly overhaul isn’t appealing. But that doesn’t mean your brand has to stay stuck.

The problem isn’t always the rebrand itself

It’s easy to blame the rebrand when things don’t change, but more often than not, the real issue is what happens (or doesn’t happen) afterwards. Maybe the new brand wasn’t fully embraced across the institution, or the creative execution didn’t quite deliver.

Before jumping into another rebrand, ask yourself: what’s the real issue here? Is the brand off-track, or has it just not been brought to life in the right way?

Ignite what you already have

Instead of throwing everything out and starting from scratch, think about how you can reignite the brand you already have. You’ve invested time and energy into creating your positioning and brand identity – there’s real value in that, and it just needs to be unlocked.

Reigniting your brand means taking what’s there and finding ways to make it work harder. It’s about getting your whole team – marketing, faculty, staff – on board and ensuring they understand the brand and are living it every day. It’s about turning your brand from a strategy document into something real that shows up in daily interactions and communications.

Bridge the gap between idea and action

A brand strategy is just that –?a strategy. It’s the blueprint, not the finished product. If your brand isn’t resonating, the answer might not be to change it but to figure out how to bring it to life more effectively.

Take a look at your marketing. Are the creative ideas strong enough? Is your messaging consistent? Does your team know how to communicate the brand’s values? It’s not just about having a good brand idea; it’s about how that idea plays out in everything your university does.

The risk of rebranding without reflection

It’s tempting to think a new logo or tagline will solve all your problems, but that’s usually just a surface fix. If the core issues – like lack of alignment, weak internal buy-in, or poor creative execution – aren’t addressed, the new brand will run into the same problems as the old one.

So, be honest with yourself. Is the brand really the problem, or is it how it’s being implemented? Rebranding is a big investment, and it’s not something to dive into lightly. Before you start fresh, think about whether you could get more mileage out of the brand you already have. Use a blend of internal and external perspectives to come to that decision.

It’s time to get creative ... and effective

In the end, brand success comes down to creative and effective execution. Once you’ve reignited your existing brand, focus on making it resonate with your audience through innovative and engaging campaigns. And don't forget – university colleagues ARE AN AUDIENCE.

Don’t refresh for the sake of it – make sure your brand comes to life in every interaction, piece of content, and communication. Understand the numbers that matter –?the ones that move the dial on awareness, consideration and action.

Conclusion: Start where you are

Before you launch into another rebrand, think about whether you’re maximising what you already have. Igniting your brand doesn’t mean tearing everything down; it means taking stock of what’s there and seeing if you can make it shine. It’s about getting your team aligned, embracing creativity, and ensuring your brand is something everyone can get behind and live out.

Has your university gone through a rebrand that didn’t quite land? What lessons did you take from it, and how have you reignited your brand since? Share your experiences in the comments below!