The Importance of Authenticity in Your Brand Story

In this episode, Jaime Hunt and Victoria O'Malley discuss the importance of aligning brand promises with the reality of the student experience. The conversation explores the risks of failing to deliver on promises, including loss of reputation and – in a worst-case scenario – litigation. This episode provides insights for marketers and educators alike about the importance of setting realistic and authentic expectations and aligning brand promises with the reality of the student experience. Takeaways include:

• Tips for creating an authentic brand story
• An understanding of the importance of word-of-mouth in brand building
• Ideas for how marketers can impact the student experience
• Ways to avoid predatory and unethical marketing practices
• Insights into the ways online students view the student experience

Why Aligning Expectations and Reality Is Crucial

Marketing sets the tone for a student’s expectations long before they step foot on campus or log into a learning management system. As Victoria O’Malley explains, a mismatch between what students are promised and what they actually experience can lead to dissatisfaction, poor retention, and even legal challenges.

“It’s not just about attracting students,” Victoria notes. “It’s about ensuring that what we market aligns with what students experience. A well-aligned brand increases trust, loyalty, and satisfaction, and it can turn alumni into lifelong advocates for your institution.”

Victoria’s doctoral research on expectation confirmation theory revealed how students measure satisfaction based on whether their experience exceeded, met, or fell short of their expectations. Marketers have a responsibility to set those expectations realistically, avoiding hyperbolic promises that can undermine trust.

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The Role of Marketers in Shaping the Student Experience

While marketers may not be in the classroom or dining halls, their influence on the student experience is more significant than they might realize. Victoria highlights several areas where marketers can make an impact:

• Touchpoints across the journey: Marketing isn’t just about recruitment materials. Communications like housing letters, tuition bills, and financial aid notifications are all part of the student experience. Rewriting these with empathy and clarity can create a more positive perception of the institution.
• Program transparency: Creating resources like syllabus libraries or virtual tours can help students better understand what to expect in their programs, reducing uncertainty and building trust.
• Collaborations with other departments: Partnering with financial aid, housing, and academic departments ensures that the messaging students receive across campus is consistent and reflective of reality.

Jamie and Victoria emphasize that marketers need to proactively seek out these opportunities and advocate for a seat at the table in conversations about program development, student services, and campus operations.

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The Risks of Misaligned Promises

Victoria and Jamie dive into the dangers of overpromising in marketing, from reputational damage to financial consequences. Victoria shares the example of the University of Phoenix’s $191 million settlement over deceptive advertising—a stark reminder of what happens when marketing claims don’t hold up.

“Even exceeding expectations can be problematic,” Victoria explains. “If students are promised one thing but experience something completely different—

whether it’s better or worse—it creates a disconnect that can lead to dissatisfaction.”

Victoria urges marketers to conduct regular audits of their messaging to ensure it reflects the current reality on campus. This includes verifying claims about faculty engagement, career outcomes, and even seemingly minor details like class sizes or course formats.

Word of Mouth: The Ultimate Brand Builder (or Destroyer)

Word of mouth is one of the most influential factors in student decision-making, and it’s directly tied to the alignment between marketing and experience. Victoria shares a cautionary tale about a nursing program where backend issues like billing errors and poor customer service led to widespread negative word of mouth, tanking enrollment over time.

“Students and their families talk,” Jamie adds. “If you’re not delivering on your promises, that word-of-mouth effect can have a ripple impact far beyond just one or two students.”

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Actionable Strategies for Marketers

1. Audit Your Messaging

Conduct a thorough review of your website, brochures, and advertising to ensure all claims are accurate, realistic, and up to date. Check for outdated rankings, misleading terms, or overstatements that could create false expectations.

2. Talk to Students

Engage directly with current students to understand their experience and how it aligns with your marketing. Victoria recommends asking simple questions like, “Did your experience meet, exceed, or fall short of your expectations?”

3. Collaborate Across Campus

Build relationships with departments like financial aid, housing, and IT to influence communications beyond traditional marketing channels. Rewriting operational emails, tuition letters, and other touchpoints with a student-centered approach can significantly improve the overall experience.

4. Focus on Transparency

Consider creating resources like syllabus libraries, virtual campus tours, or program-specific career outcome data to help students make informed decisions. The more information you provide upfront, the better aligned their expectations will be.

5. Educate Your Campus

Host workshops or create resources to educate faculty and staff about the importance of aligning marketing with reality. Share examples of both successful practices and cautionary tales to emphasize the stakes.

This episode is brought to you by our friends at Mindpower:

​​Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower - a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward. Learn more about Mindpower here! 

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