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Podcast | Fiscal resiliency

Higher Ed Advisor: why institutions should implement an integrated brand strategy in today’s environment

Branding is critical to higher education and particularly to the University of Louisville. We have so many stories to tell, but when we tell them all with the same voice, the impact is greater.
Dr. Lori Gonzalez, Interim President, University of Louisville

Welcome to Higher Ed Advisor, the Baker Tilly podcast series where we speak with higher education industry leaders about practical and proactive guidance to help colleges and universities protect and enhance their value.

This podcast is the 18th episode in our fiscal resiliency series for higher education institutions.

How does “branding” support an institution’s goals of enhancing fiscal sustainability and student success? In this episode, we explore how the University of Louisville (UofL) harnessed the power of an integrated brand strategy as the institution embarked on an impactful journey to differentiate itself while navigating the waves of change in higher education.

UofL’s Interim President, Dr. Lori Gonzalez, Executive Director of Brand and Marketing, Kim Butterweck, and advertising agency BVK’s Senior Vice President of Education, Tam Powell, outline the criticality of having an authentic and integrated brand strategy and why institutions should create a consistent brand experience based on campus-wide input.

Listen to this insightful and passionate conversation as we share:

  • Driving forces that prompted UofL to launch a brand evolution to advance the institution’s mission, vision and commitment to students
  • How the branding initiative aligns with the University’s pillars and student values
  • Approaches and tools to begin the brand integration journey, including gaining institution-wide support
  • Ways leaders measure the UofL brand’s ongoing impact on students, faculty and staff and the local economy

Plus, don’t miss solutions to challenges the University encountered along this journey and the positive effects of operationalizing an institution’s brand, now, for tomorrow.

Operationalizing our brand and ensuring that there's a consistent brand experience across the University and fostering collaboration across our schools, colleges and departments is what's been so essential in bringing everybody together under this common purpose.
Kim Butterweck, Executive Director of Brand and Marketing, University of Louisville

Meet this episode's guest speakers

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