Elevating higher education branding with a unified system approach 

Client background

A prominent state university system, among the largest in the U.S., engaged Baker Tilly to help reimagine how its network of institutions could better communicate its collective value.  

The business challenge

With multiple campuses, each with distinct identities, the system sought to align around a unified brand strategy that would enhance its visibility, reputation and impact in an increasingly competitive higher education landscape. 

As a system composed of independently managed universities, developing a cohesive branding strategy required thoughtful coordination, stakeholder alignment and an objective understanding of market perceptions. The system needed an alliance who could navigate a complex institutional environment and help lay the foundation for long-term brand success. 

Key goals included: 

• Conducting a comprehensive brand assessment across all member universities 
• Identifying each institution’s unique market position and value proposition 
• Exploring opportunities for collective growth and shared identity 
• Empowering the system office to champion and support a unified direction

Strategy and solution

Baker Tilly, in collaboration with a marketing and branding subcontractor, led the first phase of a multi-year brand transformation initiative. Together, we conducted an in-depth marketplace assessment, synthesizing data and insights across campuses to inform a proposed brand strategy. 

The solution included: 

• A detailed analysis of individual university brand perceptions and reputational strengths 
• A unified brand packet outlining a collective value proposition, areas of opportunity and strategic recommendations 
• Guidance on how the system office could support consistent brand messaging and elevate the profile of all campuses 

One of the most visible outcomes was the introduction of the university system’s new naming convention — a strategic shift that underscored the collective strength and shared mission of the institutions across the state. 

By anchoring the system in a cohesive identity, the initiative laid the groundwork for future marketing campaigns, potential curriculum alignment and brand-informed student engagement strategies. 

While the full vision was paused due to external budgetary shifts, this foundational work provided clarity, alignment and a shared language that continues to influence how the system presents itself to students, stakeholders and the broader public.