Why would a prospective student, faculty, donor or alumni want to live your brand? Why are you the first choice for some students? What gets your faculty up every morning? What keeps alumni connected emotionally and financially? It is the desire to be part of a unique community that shares a vision. It is participating in a differentiated experience that springs from the very soul of the institution. It is the university brand.

Administrators, faculty, and students all contribute, shape and help build a brand.   Traditionally, the university president's responsibilities have been focused on institutional planning, balancing the budget and exceeding university fundraising and endowment goals. Over time, the president has become responsible for student recruitment and retention and improving the overall student experience.

Who is the custodian of the soul of a university? Now, it has become a university president's responsibility.