Universities: Stop Chasing Irrelevant Differences

In the world of university branding, there’s a shared obsession with differentiation—finding that unique factor that sets an institution apart from the rest. But let’s be honest: most universities are, at their core, very similar. They offer comparable programs and facilities and promote nearly identical values. The result? A pursuit of tiny, often meaningless differences that no one outside the marketing department cares about.

Think about it: how often have you seen universities proudly highlight some minor feature—like a slightly different approach to student services or a niche program that only appeals to a handful of people—as their big differentiator? The problem is that these ‘distinctions’ often fail to resonate because they’re not significant enough to matter to prospective students, faculty, or partners.

The Value of True Differentiation

That’s not to say differentiation isn’t valuable. If a university truly has a significant, impactful difference—something that fundamentally changes the student experience or offers a unique advantage—it absolutely should be the cornerstone of the brand. For example, a university with a world-renowned program in a specific field or pioneered a groundbreaking educational model should leverage this as a primary selling point.

However, most universities don't have that kind of significant differentiation. If it’s possible to change the institution to create that, great! Do it. But if not, it’s okay. Instead of chasing a tiny, irrelevant differentiator, they should focus on building distinction: becoming memorable and recognisable for the right reasons.

Distinction: Making Your Brand Memorable

Distinction means being the brand that people remember. This isn’t achieved through tiny tweaks to messaging but through a robust and cohesive identity and behaviour reinforced at every touchpoint. Distinctive brands own a space in the audience’s mind—they’re the first to come to mind against specific thoughts.

Consider how Coca-Cola is distinctive not just because of its product but because of its consistent use of colour, shape, and messaging. It’s recognisable everywhere, even without seeing the logo. Universities could achieve a similar effect by building brand assets—such as a unique tone of voice, a recognisable visual style, or a signature approach to student engagement—that make them stand out in a crowded field.

Brand Behaviour: Walking the Talk

Creating distinction goes beyond just what you say—it’s also about what you do. Brand behaviour is where many universities falter. They might have polished, compelling messaging, but if the day-to-day experiences of students and staff don’t align with that messaging, the brand falls flat.

Imagine a university that claims to prioritise innovation but rigidly adheres to traditional teaching and administration methods. Or one that promotes a sense of community but has impersonal, bureaucratic processes. These inconsistencies erode trust and make the brand feel hollow.

The Pitfall of Chasing Irrelevant Differences

The real trap isn’t just failing to be distinctive; it’s wasting time and resources on differences that don’t matter. Too often, universities chase after niche differentiators that sound good in a strategy meeting but don’t resonate with the broader audience. This leads to campaigns that might highlight minor perks or features but fail to build a cohesive, compelling brand narrative.

Instead, universities should focus on what they can own and consistently reinforce it across all communications and interactions. This approach builds a distinctive and memorable brand.

Distinction as the Key to Impact

In the end, most universities don’t need to be radically different—they need to be distinctive. By embracing what makes them memorable and ensuring that this is reflected in every interaction, they can build a brand that resonates deeply with their audience. Forget chasing tiny differences; aim for an unmistakable and unforgettable brand.

What’s your take on the differentiation vs. distinction debate? Have you seen a university brand that stands out for the right reasons? Share your thoughts and experiences in the comments below!