The world needs you
Aug–Nov 2023 – Vrije universiteit brussel
Vrije Universiteit Brussel (VUB) faces a challenge in establishing a distinctive and recognizable brand identity. While the university’s mission—“VUB is more than just studying”—reflects its broad societal engagement, this concept has yet to be fully translated into a tangible and compelling brand experience.
Many initiatives beyond teaching and research operate with their own branding and communication, limiting their contribution to the overall VUB identity. As a result, these efforts remain relatively unknown and miss their strategic potential to strengthen and differentiate the VUB brand within the academic landscape.
Challenge
‘VUB’ brand is not sufficiently distinctive
Mission – bringing “VUB is more than just studying” conceptually to life
VUB identity should be more concrete and recognisable
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Results
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Results
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Results
Approach
“More than just studying”—this mission lies at the heart of Vrije Universiteit Brussel (VUB) and is brought to life through numerous initiatives and projects. This commitment actively contributes to achieving the United Nations’ Sustainable Development Goals (SDGs).
To reinforce this mission, a brand strategy was developed that goes beyond the rational brand pillars, such as educational offerings, services, and location. The focus is on emotional brand pillars that make VUB tangible and recognizable as a ‘civic university’ for its target audiences.
The resulting brand strategy and communication plan create a clear common thread, ensuring unity in the perception of VUB’s initiatives. They strengthen the university’s identity and align all efforts under a cohesive narrative: “More than just studying.”
A powerful and engaging tagline was introduced to translate this mission into a concrete message: “The World Needs You.” This purpose-driven brand identity aligns seamlessly with the SDGs, providing a clear framework and direction for meaningful communication.
Through this approach, the many projects and initiatives—through which VUB staff demonstrate their commitment to education, science, and responsible entrepreneurship—are given a prominent place within brand communication. This fosters engagement and strengthens the connection with the VUB community and its stakeholders.
“More than just studying” = commitment put into practice by the many initiatives/projects
Engagement contributes to achieving the UN Sustainable Development Goals (SDGs)
Build brand strategy in which the emotional brand pillars, which extend beyond the rational pillars, product/service/location offerings, are tangible and recognisable so that they make the VUB brand concrete among target groups
The resulting brand strategy and communication plan should create a common thread and unity in the perception of the initiatives as part of the VUB brand and its mission (more than just studying)
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