How Good Brands Break Silos

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About the Episode:

In this episode, Shane sits down with Joe Master, Senior Vice President of Brand Management at Carnegie, to discuss the art and science of branding in higher education. From the importance of collaboration and human connection to the missteps many institutions take when branding, this conversation is packed with actionable insights. Joe also shares his “non-negotiables” for higher ed brands, inspired by The Bear, offering a fresh lens for tackling branding challenges.

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Key Takeaways

• Branding in Higher Ed Requires Emotional Resonance: Institutions must shift from focusing on features to emphasizing feelings that evoke lasting connections with their audiences.
• Collaboration is Key: Successful branding and rebranding require relationships built on trust and mutual respect across departments and leadership levels.
• Know When to Rebrand: A rebrand isn’t always the solution—institutions must assess their goals, metrics, and foundational messaging before embarking on the journey.
• The Power of Human Connection: Building relationships on a personal level fosters stronger institutional collaboration and ultimately more effective marketing outcomes.
• Brand Non-Negotiables Matter: Institutions should adhere to a set of core principles that guide their branding efforts, as articulated in Joe’s eight “non-negotiables.”

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Episode Summary

What Does Higher Ed Get Right in Branding—and Where Does It Fall Short?

Joe emphasizes the unique position of higher education: a mission-driven sector with a transformative impact on students' lives. However, many institutions struggle to translate this mission into brands that genuinely move people. Instead of focusing on outcomes and feelings, higher ed often gets bogged down by generic slogans and feature-driven messaging. Joe calls for a shift toward authentic storytelling that resonates emotionally and highlights the transformative power of education.

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Why Collaboration Across Campus Matters

Branding projects often fail when silos are not addressed. Joe underscores the importance of relationship-building, which should precede any rebranding or marketing project. Citing Shane’s example of campus listening sessions for a website redesign, Joe illustrates how fostering goodwill and aligning goals across departments lead to more impactful results. From working groups of communicators to faculty involvement, collaboration is non-negotiable.

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When Is It Time for a Rebrand?

Joe tackles the question of timing with strategic clarity: rebranding shouldn’t be prompted by leadership changes alone. Institutions must first understand their current positioning, including awareness, familiarity, and sentiment among key audiences. A rebrand must have clear goals, such as elevating reputation or increasing awareness, and should stem from data-driven insights rather than vanity metrics or fleeting trends.

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Joe Master’s Eight Non-Negotiables for Higher Ed Brands

Inspired by the hit show The Bear, Joe crafted a list of eight principles that guide higher ed branding:

1. Mise en Place: Do the foundational work before diving into the project.
2. Less is More: Simplify and strip away the clutter in brand messaging.
3. Vibrant Collaboration: Engage all stakeholders, from advancement to student life.
4. No Compromises on Ingredients: Maintain the highest standards of quality.
5. Consolidation and Speed: Streamline processes to enhance efficiency.
6. Confidence and Competence: Equip teams with the skills and tools they need.
7. Details Matter: Ensure authenticity and precision in all branding efforts.
8. Focus: Prioritize emotional resonance over features to connect with audiences.

Joe’s passion for branding is evident in his analogy between higher ed and standout brands like Volvo and Apple, which focus on emotional connections rather than just product features.

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The Role of Personal Connections in Institutional Success

Throughout the conversation, Joe and Shane highlight the importance of personal relationships in breaking silos and driving collaboration. Whether through casual conversations about sports or deeper discussions about shared values, human connection remains at the heart of successful institutional marketing.

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Connect With Our Host:
Shane Baglini

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About The Enrollify Podcast Network: Breaking Silos is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Visionary Voices: The College President’s Playbook and The Application with Allison Turcio.

Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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