You're Paying for More Than the Mascot  -- 
What's in THEIR BRAND?

We ask college bound students to wrack their brains to market themselves and "brand" their application. "After all most colleges will only see you on paper , shouldn't you try to transmit who you are and separate yourself from the crowd using a branding strategy?  The colleges and universities on your list are "very selective" and you will need to clearly present what it is that you'll be adding to the mix when you join their next freshman class."

But what are we expecting from the colleges to which most of students in the US are appling? Unless you're a student and  family exploring the Ives, name recognition and more importantly a "real and meaningful" identity that differentiates one institution from another is almost non-existent.  At the cost of $55 to $58,000, shouldn't those colleges whose names don't flow right off the tip of our tongue do more to define their brand? 

In today's marketplace, a college education that contributes to the resume is a sought after commodity.  As a counselor for over 27 years, I have made it a point to visit colleges and universities all over the country.  My impression, in the majority of cases, is that our "institutions of higher learning" have much to offer and most have clearly defined zones of excellence.   But are they articulated and have they managed to clearly "spread their word" to the public?  Even more importantly, do their graduates know how to market their "Alma Mater's" brand in an interview?

The bar is being raised every year to enter colleges and universities in this country and competition for a seat has allowed the costs of attendance to skyrocket.  Isn't it time for college graduates to come out of their college experience with more than $25,000 in loans to pay back? 

The college selection and application process is a difficult landscape for students and their parents to navigate, clearly defined "road signs" that distinguish one institution from another could only help to make a "best-fit" decision, improve graduation rates and enhance employability.