How university branding for international students helps institutions stand out globally

Do you know how to optimise your university branding for international student recruitment? If not, you could be missing out on an excellent growth opportunity. After all, students don’t just make decisions on where to learn based on the price of courses, or how close a campus is to their home.

They’re looking for the perfect educational experience, and they’re more than willing to travel to get it. In fact, more than 6 million students choose to study abroad each year. In the UK, international students even contributed to a massive $10 billion in revenue in 2021, according to the government.

A strong international university branding strategy doesn’t just bring new revenue to your institution either. International students contribute to the cultural diversity of your campus, bolster your reputation, and accelerate research innovation.

Of course, there’s more to attracting worldwide prospective students than just listing courses on your website in different languages. You need to find a way to forge real connections with people from a wide range of backgrounds and environments.

Here’s how you can use your brand building strategy to attract the attention and loyalty of students from around the world.

Why you need an international student recruitment strategy

If your target audience is limited to students already located close to your campus, you’re actively stifling your institution’s growth. Using your university branding to attract global students isn’t just about casting a wider net, and hopefully increasing enrolment numbers.

International students actively contribute to the diversity of your academic programs, enrich campus culture, and serve as ambassadors for brand.

Supporting a diverse student body positions your university as a global leader, committed to diversity and inclusion. The more you attract different people to your campus from various countries, the more they can help promote your campus and programs to new students.

On top of that, positioning your university as a diverse institution can help you attract the attention of potential employers who can support your students with apprenticeship opportunities. It can boost your chances of attracting research funding, incredible faculty members, and partners too.

To tap into the benefits that international students can deliver, higher education institutions need more than just good marketing materials. They need a robust international student recruitment strategy, that helps them connect with the core values of various student personas.

Everything from your online presence, to your marketing materials needs to consistently show potential students why it’s worth travelling any distance to attend your campus.

Your university’s brand identity needs to not just stand out from the crowd, but convince students that you have something to offer that no local alternative can provide.

Using university branding to attract global students

In the past, a lot of university leaders have made the mistake of assuming that attracting international students is all about launching the right marketing campaigns. While your digital marketing strategy is important, it won’t accomplish much without the right brand behind it.

Your brand image, messaging strategy, and even how you position your institution is how you earn the trust of potential students. For global learners, a clear, authentic, and memorable brand makes an impact. You don’t just show potential students that you have great programs or courses.

When you commit to creating a brand that resonates globally, you constantly show learners that your vision, mission and brand values resonate align with their aspirations and priorities.

For example, a visual identity and branded photography that highlights students and alumni from different backgrounds shows your commitment to diversity and inclusion. It can help to convince applicants that they’ll be surrounded by a welcoming community on campus.

A strong messaging strategy that highlights your unique value propositions, such as the cutting-edge technology you offer on campus, or the support you give students navigating the job market, helps to differentiate your school from its main competitors.

Even something as simple as your online presence, the design of your website, and the social media platforms you use can significantly enhance your recruitment efforts.

Creating a brand that resonates globally: Crucial elements

Building trust with global students through branding and upgrading your recruitment strategy requires a multi-faceted strategy. You need a strong visual identity to grab attention, effective communication to forge an emotional connection, and a dynamic online presence.

Here are the top things you’ll need to focus on when you’re developing a strong brand identity, designed to capture the minds and hearts of international students.

Effective messaging for global student recruitment

The first step in developing effective university branding for international students, is getting your messaging right. The right focus on cultural inclusivity in international university branding convinces potential students that there’s a place for them within your campus.

Students from diverse backgrounds are drawn to universities that reflect their values, aspirations, and identities. Crafting messaging that genuinely resonates means understanding the unique preferences and concerns of your audience—and addressing them with clarity and care.

For instance, when Fabrik rebranded the Royal College of Anaesthetists we used straightforward, jargon-free and aspirational language in all of its messaging strategies. This highlights its focus on supporting students of any age, from any landscape, by building a diverse community environment where anyone can thrive.

When you’re developing your brand’s “core messages”, think about what matters most to your global students. How do you create a friendly and supportive environment for people with different needs and priorities? How do you foster inclusion with groups, community events, and experiences?

Remember, the visuals you use in your messaging will play a role too. Pack your website, social media channels, and university marketing campaigns with photos of real students from various ethnicities and backgrounds. 

A compelling approach to storytelling

Effective messaging for global student recruitment depends on more than just using the right language and imagery in your marketing materials. Storytelling is how educational institutions build deeper emotional connections with potential applicants.

When you’re promoting your academic institution, don’t just share facts and figures about a particular degree, or the unique features of your campus. Paint an authentic picture of what student life is really like, and what people can accomplish with your support.

As an example, look at how Fabrik’s rebrand of Central Bedfordshire College shares genuine stories about student accomplishments on its website and social media pages. The institution gives every potential learner a behind-the-scenes look at what the student experience is really like.

Just by visiting the school’s website, students can learn everything they need to know about the institution’s approach to community involvement, its illustrious school history, what the campus is like, and what kind of student support is available.

On social media channels, genuine stories from real students also act as a valuable source of social proof. Students don’t just want to hear from faculty leaders and administrators. They want to hear from other people just like them.

Adding storytelling to your international student recruitment strategy helps you to earn trust, and simultaneously shine a spotlight on your institution’s approach to diversity.

A compelling visual identity for international audiences

There’s more to using your branding to attract international students than developing a strong visual identity. However, you still need the right brand image to stand out from the crowd.

Your logo can instantly share important insights into what your school is like with your target audience. Just look at how the Liverpool Hope University’s logo immediately conveys ideas of ambition through the “starburst” graphic.

Even the red colour palette immediately conveys ideas of warmth, passion, and confidence. Alternatively, East Kent College’s modern and geometric logo (created by Fabrik) positions the institution as a cutting-edge innovator in the educational space.

Once you’ve chosen the ideal logo and colour scheme, think about other visual assets that might enhance your brand’s appeal to international students.

We’ve already mentioned the importance of authentic, student-focused photography when you’re building a visual identity for international audiences. However, it’s worth thinking about the video content you create, such as campus tour videos, and even your typography choices too.

Even the physical assets you design, like prospectus brochures, can help to highlight the unique qualities of your university brand.

A user-friendly website tailored to international audiences

Many international students won’t be able to visit your campus in person when they’re deciding whether to enrol in one of your courses. Instead, they’ll gather all of the information they need to make the right choice from your website.

This means your website is a core thing to consider when investing in university branding for international students. It’s not just about making your website look good. Think about what international students look for in a university.

As soon as a student arrives on your homepage, they should see insights into your brand’s personality, values, and focus on inclusivity. Make sure it’s easy for anyone to navigate your website, and find the information they need too.

If you’re trying to connect with global students, it makes sense to ensure your website’s information is available in various languages. Including testimonials from international students, virtual campus tours, and dedicated sections for regional admissions requirements can be helpful too.

Ensure your website gives users various ways to get in touch with your admissions team too. For instance, international audiences might not be able to call your institution, so make sure they can get in touch via live chat, or email instead.

A strong and consistent social presence

Finally, while your website is essential to strong global higher education, don’t overlook the importance of other digital channels too. It’s hard to underestimate the importance of a strong digital presence for universities – particularly when you’re targeting global students.

Start by making sure you have a strong social media presence, on the channels that both future and current students use most often. LinkedIn is a great channel to leverage, particularly if you want to access success stories from alumni.

Visual-first channels that target younger audiences, like TikTok and Instagram are excellent too. They give you an excellent way to share authentic videos and images from campus with potential students, boosting brand recognition.

Outside of social media, think about how you can boost your brand’s visibility by connecting with third-party groups, like academic publications, or forum websites. You could even post 360-degree virtual tours of your classrooms and campus locations on channels like YouTube.

Wherever you’re going to be promoting your brand online, focus on consistency. A strong set of brand guidelines will help to ensure consistent representations of your brand, and the experience your university can offer across a range of digital platforms.

Quick tips for better international university branding

Investing in effective university branding for international students can seem complicated. However, the right approach to developing your visual identity, messaging, and promotional strategies can help accelerate your institution’s growth.

Here are some additional tips to keep in mind when you’re exploring the role of branding in global higher education, and your recruitment efforts:

• Be collaborative: Partner with educational organisations, government agencies, and cultural centres in your target markets. These collaborations enhance your visibility and credibility while providing access to a vast network of potential students.
• Leverage technology and data: Use digital tools to monitor and optimise your branding efforts. Data-driven insights can identify which campaigns perform best, allowing you to tailor messaging for maximum impact.
• Localise your messaging: Avoid a one-size-fits-all approach. Tailor content to local community nuances, language preferences, and regional concerns. Offering multilingual materials and addressing specific aspirations can make your university more approachable.
• Showcase student stories: Highlight testimonials and success stories from current international students. Real-life experiences are relatable and build trust with prospective applicants.
• Be authentic: Don’t make bold claims on your website or your promotional materials if you can’t back them up. Be honest, authentic, and transparent with your target audience. This will help you earn the trust of potential students.

Branding: The key to connecting with international students

Learning how to position your university for international students and forge deeper connections with global audiences is the key to sustainable growth in the higher education landscape.

The more you can use your marketing messages, visual identity, and promotional strategy to showcase the unique culture you offer on campus, build your university’s credibility, and earn student trust, the more applications you’ll earn.

Use your brand strategy to highlight what makes your university unique, and convince students that you can help them reach their academic goals.

Get your higher education branding right, and you won’t just benefit from more students. You’ll build a more diverse student body, that attracts investors, inspires rapid growth, and positions your institution as a true market leader.

Ready to transform your university’s brand and attract students from around the world? Fabrik can help. We’ll help you build a brand that resonates with global student groups and gives your institution a true competitive advantage.

Maximise your branding to attract international students. Get in touch with Fabrik today.

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