As higher education institutions adapt how they’re marketing and conveying value to stakeholders, brand experience and strategy have grown into an integral part of the process. With universities across the nation struggling to differentiate their product within a crowded market, it’s hard not to promise similar aspects: great location, great academics, great opportunities. So how does one institution convey their unique campus and academic highlights in a noticeable way?

The University of Montana has leaned into branding, both from a strategy and experience standpoint. By reframing the term ‘brand,' we can deliver authentic experiences for both prospective and current students.