Consider this your guide to creating higher ed messaging that will make your prospective students stand up and take notice.

We’ve covered why messaging matters for your higher ed brand, but how do you bring your higher ed messaging to life? What do you say to make your brand stand apart and above the others? How do you engage right-fit students with words alone?

Unfortunately, there’s no magic formula or simple combination of words that will make your messaging resonate with your prospective students. If there were, marketing your brand would be much easier… but then you’d sound just like everybody else (and nobody wants that). 

However, there are steps you can take to craft compelling higher ed messaging that’s authentic to your brand and engaging for your right-fit students. And we promise, following them is definitely worth the effort. 

1. Know your audience.

First and foremost, know who you’re talking to really well. We don’t just mean simple demographic details, like age, gender, and location. To write engaging higher ed messaging, you need to understand your audience on a much deeper level.

• What are they looking for in an institution? 
• What are they trying to avoid?
• What are their hobbies, interests, and unique skills?
• Who do they want to be when they “grow up?”
• Why are they continuing their education?
• What kind of support do they need to achieve their goals?

These questions are just a start, but take the time to get to know your audience as real students versus profiles on a page. And you don’t need a fancy marketing research campaign to do it! 

Just get out on campus and talk to your current students. Eat in the cafeteria, and strike up a conversation with a nearby table. Hold a weekly or monthly group session at your on-campus coffee shop where you can discuss various topics with different members of your student body. 

Keep going out and gathering feedback until you know your prospective student audience (and how to talk to them) like the back of your hand. 

2. Know your brand platform.

If you have a brand platform, consider it the North Star for your higher ed messaging. (If you don’t have one, we can help with that.)

Your brand platform serves as a guide for all things marketing, including how you present your brand through your words, content, and actions. It outlines everything you need to write and speak for your brand, including your:

• Brand Pillars: The unique attributes that collectively combine establish the foundation of your brand
• Brand Promise: A short statement summarizing what your institution can offer that no one else can
• Reasons to Believe: Tangible proof points that support your brand pillars and your brand promise
• Brand Persona: Characteristics that define how your brand presents itself to your different audiences
• Brand Story: A summary of your brand essence, combining all the above elements to reflect the heart and soul of your brand

So if you feel stuck when writing higher ed messaging for your institution, turn to your brand platform. The foundation of creating compelling messaging is there, and it could be the spark you need to write content that resonates with your right-fit students.

3. Call your audience by name.

Your right-fit students are special. So make them feel it with personalization and messaging tailored to their interests and goals.

It may seem like a small step, but think about it: Your prospective students receive dozens of pieces of content (if not more) from multiple institutions across the country. All vying for their attention. All touting similar benefits and features and reasons why their institution should be the top pick.

But if you call your student by name, you’re showing that you took the time to get to know them. That you already consider them as part of your community. That you care. 

And if the content they receive goes beyond generic information and reflects details about the subjects and programs they’re actually interested in, then you earn even more points and credibility. 

Now you’re not just saying that your institution offers a personalized experience for every student. You’re living it.  

4. Be true to your institution.

In the world of influencers and viral marketing gimmicks, authenticity reigns supreme. Students these days (especially Gen Z) can sniff out a fake or phony right off the bat. And if you try to pass off your institution as something for everyone, then you’re fighting a losing battle. 

Instead, focus on what makes your institution truly unique, and don’t shy away from elements that you think may not appeal to a mainstream crowd. 

• Embrace your location, whether it’s rural or inner city or somewhere in between. 
• Celebrate your size, whether it’s thousands of students or less than a few hundred. 
• Wear your values on your sleeve, whether they’re academics, faith, service, innovation, athletics, all the above, or more.

Because *those* will make your institution stand out from the rest, even the others that are sort of like you. 

Own who you are, and be proud of it. The right-fit students will follow. 

5. Stay consistent.

Consistency is key when it comes to effective messaging. It builds credibility and trust with your audience who have come to expect what your brand looks and sounds like. That’s why it’s important to ensure that no matter where your brand shows up, its messaging is always consistent. 

Seems simple, right? Well, keep in mind that a lot of people are going to be writing and talking on behalf of your institution: 

• Marketing team
• Enrollment office
• Admissions
• Department heads
• Student leaders 
• Tour guides

So how do you mitigate a department going rogue? A solid brand platform and shared brand guidelines can help ensure that your entire team (not just the marketing or enrollment office) is on the same page when representing your brand. 

Collaboration among the different departments can also increase consistent messaging across different campaigns and platforms, working together to create a cohesive experience for your prospective students. 

6. Execute. Evaluate. Refine.

Your marketing efforts can’t live and die on one campaign alone. Your brand and higher ed messaging should always be evolving and improving. 

Once you execute a campaign, gather feedback from your various stakeholders and audiences. Track and analyze results. Test and evaluate. Then identify different areas of improvement for your next campaign or content piece, whether it’s word choice, consistency, compelling calls to action, etc. Rinse and repeat.

Remember a good marketer’s work is never done, and every new campaign is an opportunity to make the next one even better. 

A little effort goes a long way when crafting higher ed messaging for prospective students. With these six simple(ish) steps, you and your team can create content that will attract and resonate with right-fit students.

Picture this: You’re a student trying to choose a college or university to attend. You’re overwhelmed by all of the information, each school claiming to be the best this, the top-ranked that, and all of them are promising that “Your journey starts here.” It’s… a lot. So, how do you make an impression on students drowning in a sea of options? Enter brand messaging!

Brand messaging is like your institution’s personal elevator pitch. It’s the way you communicate your unique values, mission, and offerings to prospective students and stakeholders. 

And why does that matter? We’ll break it down for you:

1. The right brand messaging will get you noticed (in a good way). 

Brand messaging is an opportunity to share the real you with the world: what makes your institution the unique, fun, exciting experience you and your students know it to be. And it will quickly become a pillar of how people recognize you. Your tagline becomes a rallying cry, your mission becomes a mantra — and it’s how the world will see your institution moving forward. 

Consider your brand messaging as a chance to put your best foot forward. How do you want to be perceived? What words do you want people to think of when they hear your school’s name? That’s the foundation of your brand messaging. 

2. You’ll hook more right-fit students with messaging that resonates.

Students want to go where they feel welcomed; where they feel seen, heard, and comfortable. And while they may have outside influences helping to make their decision, like guardians and mentors, it’s ultimately up to them where they wind up. They’ll be looking very closely at your programs, your class schedules, your campus life, and — most importantly — how it’s all presented to them.

The research they do, whether they realize it or not, is giving them an idea of what to expect when they’re on campus. If they’re reading something bland and generic, there’s a good chance they’ll believe their experience will be bland and generic. But if they’re reading something exciting, inspiring, and aspirational, well… who wouldn’t want to go there?

3. Authentic brand messaging builds trust and street cred.

Here’s a pro-marketing tip: Always, always, always honor your brand. Especially in your brand messaging — it’s kind of a cornerstone of who you are and what students and stakeholders can expect from your institution. If you’re making a promise, you need to ensure that your institution can follow through. That’s what builds credibility and respect in your brand, which strengthens trust, connection, and sense of community with your audience. 

So, rather than trying to be something you’re not, embrace who you are. Because what may seem like a deterrent for some students (small or large, rural or inner-city, traditional or progressive) could be the exact reason why your institution is the perfect fit for others.

4. It’s how you stand apart and above the rest. 

Think of brand messaging as your higher ed institution’s secret weapon. It’s how you communicate who you are and what you stand for to your various audiences: students, alumni, faculty and staff, and stakeholders. And it’s how you differentiate yourself from what all the other school’s are saying. 

By staying true to your brand, you can effectively communicate what makes you different and why students would want to attend your school. You can capture the unique experience of your campus life, the values that your institution instills in its students and faculty, and what students can expect for their time there and beyond. Because attending college is about more than just classes and courses (which everyone is offering) — it’s about the kind of experience you can provide and the lessons learned both in and outside of the classroom. 

In a world where colleges and universities are a dime a dozen, having a clear, compelling, and fun brand messaging can make all the difference to students trying to find the right fit. It can help you stand out, build trust and credibility, and create a deeper connection among your students, alumni, faculty, and staff. And from there, things can only go up.

At GMB, we collaborate with clients to create a core messaging platform that includes essential components like the brand pillars, brand voice, vocabulary, brand essence, personality, and reasons to believe. Once these elements are defined, we use them to create the brand identity, which is the visual component of the overall brand strategy. For brand design and brand messaging to work seamlessly together, we keep the following concepts in mind: 

Keep it Consistent

When it comes to brand design and brand messaging, consistency is key! It’s essential to make sure that the brand messaging and visual design reflect the same set of values. For instance, if one of those values is “confident,” then the design could feature images of secure and self-assured people. 

This consistency helps create a strong brand cohesion that extends across different marketing channels. By consistently delivering a message that aligns with the brand’s values and visually representing those values, it becomes easier to establish a connection with the target audience.

Connect on an Emotional Level

Brand design and brand messaging are not just about standing out but also creating an emotional connection with prospective students in higher education. The brand messaging communicates the brand’s values, personality, and brand voice, while the visual design sparks an emotional response. 

Let me give you an example – suppose the brand is known for being “bold,” using a bright and bold color palette can trigger an emotional response by using different colors. Orange can convey braveness, purple can convey ambition, and so on. This creates a lasting impression and a connection that students are more likely to remember when considering their options.

Stand Out from the Competition

When it comes to higher education, it’s crucial to stand out from the crowd and avoid getting lost in the shuffle of sameness. Clear messaging and distinctive visual design are essential in setting higher education institutions apart. 

By emphasizing the commitment to quality, a brand design can use elements sparingly and opt for elegant typography instead of a clutter of generic fonts and design styles. Just like Apple, they have nailed it! Their brand design is a perfect reflection of simplicity, innovation, and modern design. They use clean lines, minimalist design, and a sleek aesthetic that sets them apart from the rest. 

Make a Lasting Impression

Brand design and brand messaging work hand in hand to create recognition. When the messaging and design work together seamlessly and emotionally connect with consumers, it becomes easier for them to remember and recognize the brand. 

Let me give you an example – we recently designed a campaign that used a large, bold font along with impactful and concise messaging. It was placed on an airport terminal billboard, and it easily stood out in the busy environment. When a brand catches a prospective student’s attention like this, it’s more likely that they will choose that institution over others.

Ever read through a college website and started getting a serious case of deja vu? Or noticed how pamphlet after pamphlet and viewbook after viewbook are all saying the same thing? Have you ever had that sinking feeling that your higher ed brand messaging sounds just. Like. Everyone. Else?

You’re not alone. Many brands in higher education (and elsewhere) suffer from bland brand messaging. The root causes may vary, but it usually boils down to playing it safe and sticking with the status quo. And while it may be comfortable, is it really effective?

We think not. And we’re higher ed marketing experts, so we kinda know a thing or two about how to effectively connect with your audience. Forging deep connections with your audience starts with messaging that reflects your true brand. 

So, how do you create authentic brand messaging in higher ed that sounds uniquely you? Let’s break it down. 

Reasons Why Authentic Brand Messaging Matters

Before we jump into the “how,” let’s begin with the “why” authentic messaging matters (because this is what’s going to get buy-in from the rest of your team as you lay out the guidelines for how write like your brand):

It makes you relatable.

Choosing a college or university can be an intimidating process, whether you’re a recent high school graduate or a working professional looking to continue your education — especially with how most higher education institutions present themselves: Sophisticated. Scholarly. Prestigious.

Breaking out from the mold and presenting yourself as something different — something fun, exciting, and unique — is going to help you find more right-fit students who really resonate with your school and what you have to offer. 

It gives your students something to hang on to.

Students are usually looking for something specific when researching colleges and universities. Primarily it’s the educational programs, but also it’s the experience. Because higher education is more than just education — it’s an opportunity for students to learn more about themselves, meet new people, and make connections and memories that will last a lifetime. 

By being authentically you in your brand messaging, you’re giving students a much more accurate picture of what they can expect if they attend your school — a distinction that could make their decision to enroll that much easier. 

It helps you stand apart and above your competition.

Almost every college can say they offer the same thing: A vibrant student life. Beautiful campus. Stellar academic programs. Solid career preparation. So, to make the educational experience at your school seem different, it has to sound different. It has to sound like you. 

Are you a small community college in the heart of a thriving metropolitan area? 

Or are you a traditional university located in the foothills of somewhere more rural? 

Or are you something else entirely?

Students are going to resonate with those scenarios differently and be drawn more towards one over the others. So embrace who you are and show how your educational experience really is special and catered to your students’ wants, needs, and goals. Now that we’ve made our case for why you should lean into authentic brand messaging, let’s explore how to make it happen.

How to Make Your Brand Messaging Stand Apart

Helping brands find their voice and narrow down their messaging to something that’s uniquely them is one of our favorite parts of the job. And there’s no special, magical formula to make it happen. It’s mostly a list of guidelines on finding out what makes your brand different, how to say it, and (most importantly) how to stick with it. 

Let’s dive in, shall we?

Start with your Why.

We consider the “why” behind everything to be pretty important. So, when narrowing down your messaging, it’s important to focus on why your brand exists. And don’t settle for the first thing that comes to mind, because that’s going to be like everyone else (to help prepare students for the next phase of their education or career). No, to really stand out, you have to dig deeper.

Is it to help students pursue a career in a specific field?

To be the college or university that makes radical changes in a specific industry?

To lead with service and make the world a better place?

Whatever the reason, your why is the foundation of your messaging and what you offer. There are several ways to go about discovering your brand’s why: Research your school’s founding story, hold workshops with key stakeholders, examine your position in the market, etc.

Know your brand and your audience.

Once you have your “why” nailed down, it’s time to focus on who you are as a brand and who you’re talking to. For this, it’s important to be really honest about what your school brings to the table. What is the experience like at your school and what kind of students does it attract? 

Examine the areas where you really excel and find out what makes you shine there. Talk to current students, alumni, faculty, staff, athletes — anyone who has benefited from what your school offers and ask them why they chose you. 

What made you stand out? 

How were you different? 

What are their interests and what did they find most valuable about their time at your school? 

Understanding who you’re talking to and what resonates with them will strengthen your messaging and help you discover which points to highlight.

Fiercely commit to your tone and voice.

This is the fun part: Discover how your brand sounds to your audience and embrace it. Because your voice and tone should reflect the kind of experience your audience can expect when they attend your school. 

Are you a casual, laid-back campus with lots of opportunities to explore? 

Are you innovative and passionate, motivated to change the world with your educational programs? 

Are you pragmatic and straightforward, built to help students achieve their education and career goals as efficiently and effectively as possible?

There are so many options and avenues to explore when it comes to your brand voice and tone, ultimately determined by your audience and what you offer. And to convey to students that you may be the right fit for them, choosing the right messaging, voice, and tone can show as well as tell them what they can expect from you as a higher education institution. 

Talk like a human to another human.

A common trap most colleges and universities fall into is taking a formal, serious approach to their messaging. Yes, education is important and your school may be prestigious — but so many other colleges and universities can claim that. 

To really stand out, write as though you’re talking directly to your ideal student. Be casual. Be friendly. Use slang, if it’s appropriate. Have fun with it, especially if you’re trying to convey that you’re offering a fun campus experience. 

Even if it’s more on-brand to sound professional, there are still ways to sound relatable, such as:

Avoid industry jargon.

Litmus test: Which sounds less intimidating to a high school senior? “Higher education institution” or “college?”

Trust your contractions.

They’re great! And they flow better, especially in copy.

Use the second person as much as possible.

Because every audience, no matter their age or career status, prefers to be spoken to, not about.

Hire a copywriter.

It takes a very specific skill set to write in a voice and tone that isn’t your own. 

We all write and speak in our own way — it’s only natural. But copywriters are trained to write in their client’s brand voice, no matter what it is. 

So, to avoid having all of your marketing materials sound like they’re written by an army of different people with varying writing styles (because they probably are), it’s helpful to hire a dedicated person in charge of your messaging and copy to ensure everything sounds cohesive and consistent. 

Bottom Line

Authentic messaging for your brand is important. It not only helps your brand stand out, but it sets the tone and expectation for students who may be interested in attending your school — which can help increase enrollment and find more right-fit students who are the perfect match for your college or university. It’s a win-win for everyone… not to mention it can be really fun finding your brand’s voice.

Need a little help? Check out what GMB can do for your branding.