Influencing public opinion is often done through the creation of a “brand.”  Not a logo or a theme or a product line, a brand is actually a relationship between entities and their “audiences.” Relationships build trust, and trust translates to a greater likelihood that the audience will feel comfortable doing business with (or voting for) the branded entity.

Because higher education has become so competitive in recent years, universities have begun to embrace the concept of branding, and UF owns one of the strongest and most visible brands in the category. Often referred to as “The Gator Nation” brand, it is built upon the pride we all feel as Gators – a bond that, for most of us, lasts a lifetime. Wear Gator attire anywhere in the world and you will likely hear a “Go Gators” or two along the way because The Gator Nation truly is everywhere.

UF endeavors to influence public perceptions in a number of ways: announcement of significant  achievements to the media, advertising in mainstream media such as television, public speaking engagements, participation in events, membership in organizations such as the American Association of Universities, and obviously – our successes in athletics. But the primary objective of a brand is separation from the competition, and the UF brand is powerful because it departs dramatically from the way other universities promote themselves. Instead of the usual brag points about esteemed faculty and high GPA’s, the UF campaign focuses on what it means to be a Gator, and the significant contributions Gators make to the way people experience their lives all around the world.

So the most important way we influence public perception is how we all conduct ourselves as Gators, because every time we go out into the world and achieve something important, The Gator Nation becomes stronger … and all of us, as Gators, benefit.

Ultimately you are the primary influence on the public’s perception of UF. You are the University of Florida branding campaign. Go do something great! Go Gators!