On Bauer Business Focus — A conversation on building a brand in Houston with Andrew Schneider, business reporter for KUHF 88.7 FM
An important chapter in many companies’ playbooks deals with establishing a brand identity and using traditional and new marketing to connect with stakeholders.
The University of Houston is doing just that by leveraging and strengthening its brand in Houston and beyond.
Betsy Gelb, Sachnowitz Professor of Marketing & Entrepreneurship at UH Bauer, and Karen Clarke, Associate Vice President for University Relations at the University of Houston, stopped by Bauer Business Focus to discuss how the university is differentiating itself in a crowded marketplace using marketing techniques.
Building a brand around a tagline that is easy to digest — as UH has done with its Tier One recognition by the Carnegie Foundation — is smart, Gelb said.
“People are not looking for a big long paragraph on why you are special, they are looking for a catch term that they understand,” she added. “I don’t care if it’s a law firm or a hospital, but for a service business, it’s trying to say what’s special about us and how we can say that succinctly.”
The Tier One designation by Carnegie has added the element of value, not only to the university’s research initiatives, but for students pursuing their degrees, Clarke said. The university has begun using Tier One messaging in many of its marketing and communication efforts, from billboards to print ads and its website.
“By really creating a strong sense of brand that this is a Tier One research university of which you can be tremendously proud and there are benefits that accrue from an education here at the University of Houston, then they’re willing to make the university their first choice,” she added.
Click here to hear the full interview.