Your brand is the sum of all the choices you make in the way your institution presents itself to the world. That includes your logo, your website copy, your social media posts, but also your academic reputation, recruitment style and the way you speak with students. Your reputation, on the other hand, is made up of the thoughts and feelings the public has about you.
This difference is key to understanding the role that brand personality plays in affecting communications outcomes. Your brand personality has to synergise with your existing reputation whilst also finding a unique voice in the market to differentiate your offering. If you fail to understand the critical difference between the two, you could end up making brand decisions that work against your existing reputation to lacklustre or even catastrophic results.
That’s why it’s extremely important to measure and understand your existing brand personality.