Do You Wear Your College Sweatshirt?

Remember, logos in themselves are not brands.

When I went to college, it was commonplace to wear your college sweatshirt around town. For me, it was “Virginia” and “Northwestern” in a standard gray sweatshirt with collegiate print. Sound familiar?

Today, wearing school gear and merchandise has broadened. Not only are primary, elementary, middle and high school kids wearing school gear, but now their backpacks, water bottles and keychains are adorned with school logos. Camps, clubs and extra-curriculars also have a myriad of tchotchkes to entice their participants to wear or use. In our marketing-driven world, a wide variety of merchandise is not surprising. 

But, what drives students and individuals to showcase their school identity? When is the pride externally publicized? When is the pride internal and more personal?  

When I think of my friends and family, some love to wear their alma maters, and others don’t.  Some decorate their cars with stickers and car magnets expressing their identity and beliefs, while others wouldn’t dare to put a sticker on their car.  And, what about yard signs?  Recently, political affiliations and beliefs have notably increased in front of homes with prominent yard signs. These signs intentionally make a public statement related to identity and can lead to strong impressions without even meeting the home dwellers. 

For schools, what factors will you consider when you determine your next annual fund or admission gift? Are they connected to your brand?  My recommendations is to not just distribute another logoed item without discussing what it symbolizes, how it will be used, and which individuals will be your early purchasers or users. 

Remember that logos in themselves are not brands. Where you put your logo, how it’s experienced and by whom is where the meaning and connection happens.

There are many opportunities to get your school’s name and logo into the market, whether it’s a sweatshirt or a yard sign. And, your students, parents, alumni and employees are the most accurately representative channel. When done right, the results can be powerful and pride is spread.