Positioning an educational institution isn’t about a one-size-fits-all message. It’s about crafting a nuanced identity that resonates with students, fits the institution’s ethos, and speaks to key stakeholders. At Tech to Market’s recent education networking event, we dug into the essentials of effective positioning and explored how educational institutions can build a brand that feels real, engaging, and inviting. Here’s the lowdown:

Educational institutions serve a wide array of stakeholders, each with unique needs and expectations. Among these, perhaps the most important group is the students. Understanding their decision-making journey is key to creating a brand that attracts and engages them effectively.

Understanding the decision-making path students follow is crucial for effective positioning. It’s not just about where they study but why they choose a specific place:

• Study choice: What do I want to study?
• Location choice: Where do I want to study? (This is where city marketing can play a key role—the right setting is a huge draw.)
• Sense of belonging: Where will I thrive and be part of something bigger?

This third layer is critical. A brand that fosters belonging stands out and speaks to students’ core needs. As marketers, our job is to ensure that this journey feels natural, answering the why behind each choice with a clear, genuine identity.

Marketing to today’s students means being real—no polish just for show. Each institution has its own distinctive culture and values, and the challenge is to showcase these authentically. A promise without proof doesn’t hold up, back it up with real examples.

A great resource lies in your own community. Alumni and students can bring your institution’s story to life by sharing their experiences, whether at open days, through partnerships, or in Lifelong Learning (LLO) initiatives. Their contributions add credibility, illustrating how your promises translate into real impact.

Aligning promise and evidence is essential to create a brand identity that feels genuine and credible, resonating with students and stakeholders alike.

Strong positioning attracts students who resonate with an institution’s core values and thrive there. It’s about setting clear expectations that match the brand promise. Mismatches can lead to dropouts and negative reviews, which undermine reputation and trust. By making your brand personality clear, you attract the students who align with the institution’s mission, creating a thriving, supportive community and sparking positive word of mouth.

Educational institution’s stakeholders go beyond students. Effective positioning means creating distinct yet cohesive messaging for the following groups:

• Product Marketing for students making study decisions.
• Employer Branding to draw in talented teachers and staff.
• Corporate Partnerships for companies seeking skilled graduates, interns, and research collaborations.
• Government relations for maintaining trust and funding support.

Each audience has unique needs, but the real power comes from a unified vision that runs through every message. This involves balancing the broader institutional brand with tailored messaging for specific departments, programs, or initiatives. A critical question to ask continuously: Where do we unify, and where do we differentiate?

“If you don’t stand for something, you stand for nothing.” It’s a classic line, but it hits the nail on the head. Many institutions offer a broad curriculum, but this can blur brand identity. When we focus on what truly reflects an institution’s values, a distinct position is created. Clustering programs, for example, can help institutions convey their range while keeping their brand identity clear and relevant.

Internally, this requires stepping beyond siloed thinking. Teams must see that prioritizing the institution’s overall interests also benefits individual programs. Making tough choices together strengthens the collective brand.

Effective positioning needs leaders with a strong, consistent vision. Frequent changes in leadership or a vague mission can confuse everyone. Positioning requires leaders who commit to strategic choices and cultivate a culture of action. And here’s the kicker: it’s about taking real, measurable action. In education, where bureaucracy often slows progress, bold leadership is essential to drive change. The pursuit of completeness and correctness often hampers clear, bold vision. Institutions need to recognize this tendency and find ways to work with—not against—their culture to create a strong vision.

Take the Municipality of Haarlemmermeer as an example. They created a separate unit with a culture better aligned with their rebranding goals. Similarly, commercial companies often launch pilots, innovation ventures or start-ups alongside existing organizations to drive innovation without being stifled by legacy systems.

Positioning goes far beyond crafting a catchy slogan or running a marketing campaign. It’s a continuous journey, woven into the core of the institution. It requires alignment across all departments, from marketing to leadership, and demands a foundation built on trust, clarity, and authenticity.

For positioning to succeed in the long term, it must be rooted in a clear vision of leadership—one that inspires consistency, encourages collaboration, and empowers action. Leaders play a pivotal role in setting the tone and guiding the institution’s identity, ensuring that everyone, from students to stakeholders, feels connected to the same overarching story.

Stand for something, stay true to your values, consistently deliver on your promises, and let your institution’s unique story do the talking—that’s the magic of positioning.