A President’s Role in Embodying a Brand

In this episode, Jaime and her guest delve into the crucial role of a college president in shaping and embodying a university's brand and culture. Ashlea Jones, interim senior director of storytelling and director of executive communications at Miami University (Ohio), shares invaluable insights into the relationship between a president's vision for the future of the institution and its alignment with the university's brand and culture. Discover how this alignment can significantly impact the overall success and sustainability of the university in a rapidly evolving educational landscape.

Takeaways include:

• Examples of how college presidents can effectively leverage storytelling techniques to shape the brand and culture of their universities. 
• Insights into how executive communications can play a critical role in crisis and reputation management.
• Ideas for supporting transparency in executive communications
• Ways for communicators to rethink how to approach executive communications as part of a brand strategy.

Episode Summary

The President as the Face of University Brand and Culture

Jaime Hunt and Ashlea Jones dive into the role of a university president as the ultimate brand representative. Through personal stories and interactions, a president’s presence can transform a campus atmosphere and infuse it with a sense of belonging, as Ashlea illustrates by discussing former leaders who shaped inclusive, familial cultures simply by being approachable and authentic. They share that a president’s connection with students, faculty, and staff provides a powerful foundation for brand storytelling and brand consistency across all audiences.

By exemplifying the values they wish to see across campus, such as inclusivity, respect, and openness, presidents can embody the institution’s mission. For example, Ashlea describes the impact of a president who walks the campus freely, without an entourage, as a role model for transparency and inclusiveness. She points out that when leaders set such an example, it helps to foster trust, involvement, and pride in the institution.

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Multi-Channel Strategy and Diverse Messaging Approaches

Ashlea explains the importance of diversifying executive communication channels. While traditional email updates are helpful, they lack the warmth and immediacy that modern audiences expect. Ashlea recommends expanding communications into areas like social media, video messages, newsletters, and interactive formats. For instance, a master slide deck of core university messages and success stories allows the president to tailor messages to parents, faculty, students, and trustees, fostering strong connections with each group.

Ashlea’s approach to social media is strategic: the president’s posts should focus less on routine “thank you” announcements and more on thought leadership, brand vision, and insights into institutional values. She emphasizes that this fosters a multi-channel, multi-audience cadence that builds long-term brand trust and engagement.

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The Power of Storytelling and Authenticity in Crisis Communications

The episode highlights the importance of storytelling in executive communications, especially in crisis management. During crises, the president’s communication needs to strike a balance between transparency, reassurance, and empathy. Ashlea recounts times when leaders’ responses were integral in managing high-stakes situations and in maintaining community trust. She notes that during a crisis, internal audiences expect leaders to show empathy, establish facts, and reflect the institution’s mission, all while maintaining transparency about the path forward.

By showing genuine empathy and a commitment to mission-centered goals, Ashlea believes presidents can reassure their communities and reinforce institutional integrity. She reflects on how effective crisis management often requires a nuanced, balanced approach that is both authentic to the president and consistent with the university’s core values.

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Aligning the President’s Priorities with Institutional Strategy

Ashlea shares her approach to creating a Presidential Communications Plan that aligns with the university’s strategic priorities. This structured approach keeps executive messaging aligned with institutional goals, ensuring that each communication underscores the mission and vision of the university. She advises working with presidents to outline key initiatives and then developing a roadmap that details cadence, messaging channels, and target audiences for each priority.

Through this approach, Ashlea emphasizes that every communication from the president can resonate as part of a larger strategy, rather than just a standalone message. This integrated method amplifies the president’s impact, fosters alignment across departments, and deepens engagement with key stakeholders, creating a cohesive narrative that benefits the entire university.

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This episode is brought to you by our friends at Mindpower:

​​Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower- a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward. Learn more about Mindpower here! 

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