Discovering the value of a university's unified brand: the UofL integration journey

This blog summarizes the key takeaways from our fiscal resiliency podcast, episode 18.

When asked to name noteworthy brands, which ones do most people point to? Colleges and universities are not likely the brands that immediately come to mind. However, in higher education, an institution’s brand serves as a critical piece of its differentiation strategy as well as its internal and external “voice.”

Our recent Higher Ed Advisor fiscal resiliency podcast highlights the successes that the University of Louisville (UofL) has experienced with its brand integration or “brand evolution” strategy. UofL’s Interim President, Dr. Lori Stewart Gonzalez, alongside Kim Butterweck, UofL’s Executive Director of Brand and Marketing, and Tam Powell, Senior Vice President of Education at BVK, an advertising agency that works closely with UofL and Baker Tilly, explore an integrated brand strategy’s key role in higher education and how it helps advance an institution’s mission and commitment to students. The podcast also examined the benefits of creating a consistent brand experience to help achieve fiscal sustainability.

Why is brand so important to UofL?

When Gonzalez started her role as university provost about 18 months ago, UofL’s brand evolution was already in motion. She was excited about the initiative – and the reasons behind it – because she understood the inherent value that comes with having a cohesive brand and a consistent voice.

“Branding is critical to higher education and particularly to UofL,” Gonzalez explained on the podcast. “We (UofL) have so many stories to tell, but when we tell them all with the same voice, the impact is greater.”

Gonzalez was instantly drawn to the brand evolution initiative for several other reasons as well.

First, she appreciated how the University was willing to commit significant resources to developing its brand. Also, Gonzalez observed how UofL made it clear from the beginning that the project was more than just a marketing campaign. On the contrary, it was intended to be a genuine reflection of and alignment with the campus’ culture and strategic priorities. And finally, she embraced the fact that the brand integration efforts brought together the entire campus. UofL’s leadership was heavily involved, but the University also utilized focus groups, interviews and surveys to capture a wide range of opinions on the brand and what resonated both on and off campus.