Acceptance letter in hand, what’s the first move for most students? Not lining up a summer job, not registering for classes….. THE SWAG!
Year after year, before the first lecture even begins, new students line up for the hoodie, the hat… the merch. But it’s more than just swag, it’s the first public declaration of identity.
More Than Merch
The school we attend doesn’t just shape our education, it often shapes how we see ourselves and how others see us. A school sweatshirt isn’t just clothing. It’s a symbol. It says I belong here. It carries prestige, reputation, and shared experience.
Wearing school colours becomes shorthand for your story. Much like brands, universities have equity. Their logos and colours are instantly recognized, and their reputations carry through generations. Buying the hoodie isn’t just about clothing, it’s about buying into the brand… your brand.
Colour as Identity
I’ve written before “a consistent and well-chosen brand colour makes your business instantly recognizable and relatable.” The same is true for schools. The crimson of Harvard. The purple of Western. The navy and gold of Queen’s. These aren’t just aesthetic choices. They’re signals of identity, instantly creating community and connection.
That’s the brilliance of brand strategy at work. Colour becomes memory. A logo becomes belonging, and the generational connection is priceless.
Belonging That Lasts
University branding transcends time. A 1978 grad and a 2025 freshman can both put on the same university hoodie and feel the same surge of pride. That’s branding’s magic, it forges emotional bonds that last well beyond the campus years and connects generations instantly. Gen Z and Boomers unite on shared identity!
Beyond Education, Into Identity
A brand is never just a logo, and a school is never just a place of learning. It’s an identity, a status symbol, and a marker of belonging. The hoodie isn’t just merch, it’s a wearable mission statement.
The Marketing Magic
So what’s the marketing takeaway? If a hoodie can create instant community, imagine what your brand can spark when it offers more than just a product. You’re not just selling a product or a service, you’re selling belonging. That’s the sweet spot. When your customers wear, use, or share your brand like a badge of honour, you’ve crossed over from selling things to building identity. And that’s when the magic happens.
Wishing all students a great year ahead, work hard, have fun, be safe and rock that hoodie!