The University of Salford recently launched its Power of Us brand strategy. It’s built around a story shaped by staff and students, each giving their own take on what it means and where they fit. The launch films were pulled together in a few hours, with volunteers going unscripted on camera to share their version of it. Crucially, it’s been led from the top. The VC and Leadership Team have all created content and shared it themselves. And they all took part in a LinkedIn thunderclap launch, generating huge engagement.

This is doing what a strong brand strategy should do, providing the glue to pull together the university and marketing strategies, whilst injecting the momentum to share it with the world. Landing a brand platform on staff doesn’t usually work. Giving them the opportunity to input, create and share, can give you a much stronger start.