Today, universities face competition that goes far beyond course content and rankings. They compete for students, skilled professionals, international talent, project partners, and public attention. At the same time, they want to remain credible and fulfill their educational and research missions. Rainer Krauß, Head of University Communications at Hof University of Applied Sciences, explains why universities must therefore increasingly communicate like brands—and where the limits lie.
Mr. Krauß, why do universities today need to think more about their brand at all?
“Because the days are gone when universities could assume that their quality would be recognized automatically. Prospective students today have an enormous range of choices and start researching very early on and in a very targeted way—increasingly through AI, but also still very personally through conversations. They compare universities not only based on degree programs, but also on how a university presents itself, the atmosphere it conveys, whether it aligns with their own expectations, and what opportunities it offers. Of course, this also applies to staff members as well as teaching and research personnel. A university must therefore demonstrate what it stands for.”
What does “brand” even mean in the context of a university?
“For me, a university brand isn’t primarily a logo, a slogan, or a specific color scheme—though those are certainly part of it. But what’s crucial is the image people have of a university in their minds. Is it practice-oriented? International? Personal? Innovative? Large or manageable? A brand emerges from many experiences and impressions. Communication can influence this perception, but it cannot invent or steer it completely at will or even arbitrarily. If the promise and the actual experience don’t align, brand communication won’t work in the long run. Or to put it more succinctly: Marketing only works when the product is good and the communication about it is authentic.”
Doesn’t this put universities at risk of presenting themselves too much like businesses?
“To some extent, yes. But of course, a university isn’t a brand of toothpaste, and studying isn’t a consumer product—it’s a very important life decision. On top of that, universities have an educational and research mission, as well as a social responsibility. Good university communication therefore doesn’t mean presenting everything in the most promotional and rosy light possible while completely ignoring weaknesses. It does, however, mean clearly highlighting one’s own strengths and telling stories that make those strengths understandable.”
What role does social media play in this?
“A very big one, of course. Young people today don’t first encounter universities on application day or at information sessions, but often months or even years beforehand via Instagram, TikTok, YouTube, or other digital channels. There, it’s decided within a few seconds whether content is interesting. At the same time, users don’t expect a glossy brochure—they expect authenticity. Students, professors, and staff members who are part of everyday university life can therefore often convey what makes a university special more credibly than any traditional advertisement—personalization and approachability are key.”
Can effective communication actually influence which university someone chooses?
“Communication can primarily raise awareness and capture attention—but it cannot ‘sell’ a university or a degree program that isn’t a good fit for the individual. Our job is to provide guidance. For example, someone looking for a personal and family-like atmosphere, short communication channels, and a strong practical focus should be able to tell whether a university embodies these qualities or whether they’re more likely to remain just an anonymous student ID number there. It’s crucial that the image conveyed through communication ultimately matches reality. That’s when trust is built—and, in the best-case scenario, a genuine sense of identification emerges, leading people to spread the message further.”
What is the biggest challenge for university communications in this regard?
“Getting attention without becoming trivial. Universities have a great deal to share: research, teaching, startups, international collaborations, student projects, and much more. But not every interesting piece of internal information automatically makes for an interesting public story. We have to think from the perspective of those we want to reach. The crucial question isn’t just, ‘What do we have to say?,’ but also, ‘Why should anyone care?’ Of course, budgets are also getting tighter these days, which is an additional challenge.”
at Hof University; Photo: Hof University of Applied Sciences;
What will the university brand of the future look like?
“I believe it will be more strongly shaped by people. Traditional institutional communication is losing ground to personal stories and authentic voices. At the same time, AI will, of course, massively transform and increase the production of text, images, and videos. This makes it all the more important to ensure that communication still comes across as credible and human. A strong university brand will therefore not be created simply by making everything look perfect. It emerges when people get a clear picture of what a university stands for—and this picture aligns with their own experiences. Brand building is therefore always a collaborative effort.”
What does this mean for Hof University?
“By extending the slogan ‘unfoldyourcareer’ —originally developed for employer branding in the ‘Go2Hof4ever’ project— to the entire university, we’re currently taking an important step, but one that we need to substantiate with substance. It’s important to us that our students, our colleagues, and, of course, our faculty members describe what this means to them. We will therefore increasingly focus on giving our university more human faces to the outside world. “unfoldyourcareer” embodies the idea that Hof University provides students with maximum support in realizing their potential and shaping their own career paths—both during their studies and in their professional lives. And all of this takes place in a pleasant and supportive atmosphere.”
