Building a Branded House

Grant J. Heston writes about higher education and healthcare branding, communications and leadership.

For higher ed and academic health systems, I'm a big believer in being a branded house, not a house of brands.

In meetings or retreats, I explain the concept with a flourish I borrowed from master storyteller Tom Hope. On the count of three, I ask a group to shout out one word that describes the institution.

The result? A cacophony that's impossible to understand. Then I ask them to shout out the school colors.

Clear as day: "Black, Gold!" 🖤 💛

That's the power of a branded house: many voices, one message.

Of course, units and programs bring their own strengths and personality to the brand. But they should also connect to the brand foundation.

That's not easy in decentralized environments. But it is necessary to make us easier to understand ... and harder to forget.

Grant J. Heston has worked at Virginia Commonwealth University (VCU) since 2021.