Education businesses need sharper branding

The shifting paradigms of education

The Digital revolution has propelled the education sector from a premium service offering to a business-oriented sector, which is highly competitive and fast-paced. Higher education, once reserved for those who could afford it, is now accessible across multiple traditional and non-traditional educational models. In order to make a considerable impact, it’s not enough to promote your university or institution through generic communication and messaging.

The education sector is radically evolving based on the ever-changing needs of modern widely accessible stakeholders. Universities and institutions are now operating as broader ecosystems with experiential models and are continuously expanding beyond their primary purpose of providing education. The survival of each model depends on its clear purpose and positioning in the market.

The New Age Stakeholder

Information is accessible to people now more than ever. The mature and tech-savvy education sector audience wants new and updated technology at every step of their lives. The institutions need to prove their competence, credibility, and competitive spirit through contemporary communication narratives which resonate with the 21st century student.

How can branding be a differentiator?

1. Clear communication and a strong purpose

In current times, the education sector has too many players making multiple promises: generic communication is insufficient to capture the target audience. Finding a true differentiator and a compelling reason for existence is the only way for an educational organization to launch its course successfully. Universities and institutions provide a cultural milieu beyond education, evoking a strong desire in people to be a part of their circle. Clear articulation of a strong purpose helps foster meaningful relationships and creates goodwill for generations to come.

2. Building trust and credibility

Educational institutions nurture lifelong relationships; it’s a major decision after which there’s no turning back. This makes the choice extremely challenging for aspiring students. Branding can bring ease and comfort by establishing a sense of familiarity, credibility, and trust. Organizations should adopt agile and authentic branding strategies to expand their community.

3. Standing out from the competition

Branding and identity design establishes a symbolic value that appeals to a specific target audience and aligns with their values and beliefs through several touchpoints. Upcoming organizations and companies can leverage branding as a tool to extend the perceived value of their company or business. A strong reflection of brand personality, values, and attributes helps build a competing brand identity in billion-dollar market domains with multiple players such as education.

International and national universities with years of repute behind them already have a strong following and brand or ‘university culture’ associated with them. Standing out amidst these big players is the real challenge.

For example, an internationally recognized engineering institute such as MIT doesn't need to put in much effort to attract new students or businesses whereas a new-age engineering institute with an interactive teaching style and a unique study program needs a strong and relatable identity. As the educational investment is sizable, the institution’s credibility must be reliable and noteworthy. Fresh or prospective students would prefer a strong university identity with which they can associate and trust — a life-changing space that will shape their career choice and future.

IIAD - Global Design Education Branding

IIAD commissioned Lopez Design to help position them distinctly and create a visual system to enhance the institution’s perceived value amongst young design aspirants.

The cohesive branding, made contextual for the times, was inspired by repositioning the brand’s philosophy and communication strategy to ‘Bridging Gaps, Building Bridges’. The solid-shaped visual system inspired by the square logo coupled with color blocking resonates with the institution’s new vision - focus on individual growth.

The strategy-driven identity led to an innovative communication strategy, amplified content system, and an interactive website design along with branded elements for the institution.

View the full project here

If you are looking to change the brand perception and narrative of your educational institution or company, reach out to our team of brand strategists and designers at [email protected]

Written by Sukanya Panda
Edited by Sujatha Shankar Kumar
Illustrations by Era Namjoshi
Layout by Ajay Sharma