Developing Institutional Branding Initiatives

Brand Development and Agency Selection

Topics: Marketing and Branding

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Summary

Institutions conduct rebranding initiatives to ensure alignment between internal and external constituents’ perceptions with institutional mission and strategic goals. This report outlines how institutions develop general branding processes and identify and engage with brand consultancies. It also explores commonly requested deliverables.

  • Key observations from our research:


    1. Branding initiatives typically cost between $200,000 and $350,000, but costs can reach up to $500,000.

    2. Conduct formal requests for proposals to identify market research and brand agencies with desired experience, expertise, creative levels, and costs.

    3. Align new brand and branding targets with institutional mission, vision, and strategic goals.

    4. Lead focus groups, administer surveys, and create campus working groups throughout the branding process to ensure brand buy-in from the campus community.