1. Our top 5 principles
for university branding
Building Reputation
silverleopard.com

2. silverleopard.com
Building reputation is one
of the biggest challenges in the
competitive education sector today.
How do we do this?
By brand building from the very heart
of the business.
Our team has delivered results:
Developing organisational
strategies and Strategic Plans to
brand propositions and identities.
Creating results-driven marketing
and communications plans to
implementing integrated student
recruitment campaigns.
Designing full visual identities to
commercial interior experience spaces.
Building reputation is the
foundation for the future.
It’s all based around showcasing
the student experience and academic
excellence...ultimately building and
creating reputation and trust.
This book presents some thoughts
and approaches with knowledge and
expertise from the Silver Leopard team.
Our Top 5

3. silverleopard.com
Our top five principles for university branding.
The higher education market place is tough.
Students are astute consumers, so it
is essential that universities establish
themselves as distinct, commercial brands.
Developing and executing a communication
strategy that will drive reputation and truly
differentiate a university from the competition
requires a carefully considered approach.
Here is a brief guide to the Silver Leopard
five most important rules...
Our Top 5

4. silverleopard.com
Strategic plan and brand values
Understand and articulate your core
essence and values. What makes you stand
out? What are you famous for? Is there a
particular focus on research impact, academic
integrity, employability, student experience?
1
Taking this approach will yield useful
insights. Challenge with questions, such as:
— What are we giving with our education?
— How do we communicate effectively
with decision makers; students,
teachers AND parents?
— How do we make sure the qualities
we communicate are valued?
Trust and reputation are at the heart
of every good brand. It is essential
to demonstrate exactly what makes
you different and reinforce why a
prospective student should choose
to invest in you. Involve academics.
Collaboratively developing your brand
values ensures consensus throughout
the institution. An impartial third party
branding expert can offer a guiding
hand through the consultation.
1. The Middlesex University Logo
2. Karyn Brady speaks at PG Connect
3. Using digital platforms
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2 3
Our Top 5

5. silverleopard.com
Strong visual language
Don’t be afraid to create a strong and relevant
visual language. Be sure that it represents
who you are and what your audience expects
from you. Applying it consistently across
all communications will provide a powerful
narrative that feels embedded in truth.
2
Without clarity, marketing campaigns
can be ineffective and the key messages
become undifferentiated from others.
Remain true to your values and stay
focused on communicating your
messages clearly and frequently.
Our Top 5
1. Art & Design book
2. Top: Art & Design book Bottom: Enivronmental graphics
3. Choose MDX magazine
1
2 3

6. silverleopard.com
Storytelling
Share your success stories and back them
up with real proof points and statistics.
Remember academic achievement is
not the only factor attracting students:
facilities, leading academics, innovative
teaching, work placements will all
resonate with prospective students.
3
Take people on a journey, both emotionally
and physically. Demonstrate your
impact, how you will enhance their lives
through experience and learning.
Students should not be treated purely
as consumers, they should also be
creators; as contributors of content, to
share brand stories and enhance your
values with genuine authenticity.
Our Top 5
1. Achieved, 52 Reasons to be proud
2. Achieve More prospectus
3. Faculty of Social Sciences
1 2
3

7. silverleopard.com
Be human
Remember that students and alumni are
the ultimate brand ambassadors. You are
all about people. Academics, lecturers,
researchers and students. You are human
through and through. Keeping your audience
front of mind at all times is paramount.
4
The relationship between a student
and a university goes on indefinitely,
so higher education institutions can be
considered serious lifestyle brands.
Student’s positive testimony and careers
achievements are crucial to the university
story. They are your advocates, adding
a human touch to your communication
that is honest and transparent.
Our Top 5

8. silverleopard.com
Deliver an experience
Translate your visual identity into your
physical environment. Create engaging,
informative and immersive spaces.
Be expressive and confident in
communicating your values visually.
5
Use your campus to its full potential to excite,
inspire and engage. Bring your personality to
life to create inspiration zones and spaces
for working and socialising.
Even corridors can play a part. But most
of all, don’t be afraid to be bold and
confident in your communications. Identify
the advantage that is unique to you, be clear
and focused in your narrative and make it
resonate at each and every touchpoint.
Our Top 5
1. MDX House interior
2. MDX House entrance
3. Interactive elements
1
2 3

9. silverleopard.com
Strength in partnerships
With a marketing career built over 20
years, Jacqui is an experienced marketing
and communications strategist, who
understands how strategic vision translates
into operational and tactical plans, aligned
firmly to commercial objectives.
In her nine years as Head of Marketing
and Communications at The University
of Sheffield, Jacqui most recently led
the strategic brand marketing, insight,
digital, media, PR, stakeholder and
internal communications teams.
Jacqui was also responsible for creating and
delivering the marketing strategy to support
the University’s £160m investment in student
accommodation. She led the development of a
new brand framework for commercial services
through a period of significant change.
A creative and strategic thinker working
in business and education sectors for
25 years, Dan has built a reputation for
delivering thoughtful and strategic
brand identities.
In 2013, Dan was a consultant Creative
Director to Middlesex University, building
momentum internally and gaining the trust of
the wide range of stakeholders.
The vision and values for building reputation
were articulated in a thorough set of brand
guidelines providing thought and clarity.
The communication strategy looked at
the recruitment campaign and the journey
cycle to engage prospective students. It
also embraced the on campus experience
with a major redesign of the Student Union
experience called MDX House.
Dan Colborne
Founder / Creative Director
Jacqui Robinson
Associate Consultant
Dan and Jacqui both have
reputations for providing first
class strategy, design and
marketing in Higher Education.

10. We’d love to hear from you
+44 (0)20 3176 6880
dan@silverleopard.com
Barley Mow Passage
Chiswick W4 4PH
+44 (0)20 3176 6880
dan@silverleopard.com