13 Tell-Tale Signs Your Campus Brand Is Going to Diminish (Or Die)

June 6, 2023

Brand: A public image, reputation, or identity conceived of as something to be marketed or promoted


How do you know if your campus brand has one foot in the grave?


It’s a question that all leaders should ask – even leaders of growing campus communities.


As with almost everything in life, there are subtle signs that your peak may be near or cresting past it.


Other times, the signs of a dying campus brand are evident to everyone but the leader.

classroom of empty chairs

If you recognize that your campus is in trouble early enough, you can reverse the trend, regain energy and momentum, and run fervently into a new season.


Let the signs go unattended long enough, and things could be very different.


So, how do you know your campus brand is in trouble?


Here are 13 tell-tale signs that your campus brand is diminishing in value to your community.


1. Your Leaders are Losing their Hunger


A Higher Performance Team comprises Smart, Humble, and HUNGRY leaders. 


Hunger is a rare and beautiful thing.


It’s often easy to come by in your first years of leadership but hard to sustain for a lifetime.


Yet passion is vital to leadership because the hunger of a campus to thrive and develop will rarely exceed the hunger of its leaders.


How hot is your hunger? Here are 5 Signs Your Edge May Be Dulling As A Leader.


2. Your Campus is Afraid of Innovation


In the startup days, most campuses could pivot overnight.


You had to.


But as your impact grows, it’s easy to let innovation wane, especially when your campus has a rich history of success. 


How are you ensuring that your future is brighter than your past?


Teams who celebrate what they have been with more bluster than what they intend to BECOME will continue to watch their high-capacity leaders skip town and throw their energy behind another innovative campus culture willing to modernize the student experience. 


Down the road, that will leave you in a place where – even when you want to innovate – you can’t because all your smartest people have abandoned ship.


When was the last time you did something genuinely aggressive and cutting-edge? If you can’t answer that question, beware.


You may become a history lesson. 


Most people want to be a part of a winning team, and winning teams are reinventing how the game must be played. 



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3. Campus Management is Replacing Campus Leadership


As your campus grows from a start-up pirate ship to a well-established Navy ship, you must manage what you’ve built.


Without great systems, executive clarity, and organization, you’ll never be able to sustain something that size, let alone steward it well.


The trap is that once you start managing, you may stop building anything of value. Instead, you manage what you’ve already built.


If all you do is manage what you’ve already built, your campus will likely die, and you won’t have much left to manage.


The key is to manage well but to keep leading – keep innovating, keep changing, keep experimenting, and keep figuring out new ways to accomplish your mission.


4. Maintenance is Overtaking Your Campus Mission


When I meet leaders of dying campus brands, they’re almost always in what I call ‘maintenance mode’ – maintaining the organization they’ve built has become more important than the mission that got them started.


In fact, when you drill down, very few can articulate or agree on what their mission truly is besides what they are managing each day. They just agree they need to maintain what they’ve got.


You'll have a bright future as long as the mission is central.


The end is near when maintenance begins to trump the mission and practices take over principles.


5. Your Campus Leadership is Fixated on Being Popular Rather than on Purpose 


Leaders with a soft heart (empathy) and a firm backbone (authority) are easy to spot. They are also scarce. 


How you treat your people AND your purpose is vital to the success of your system. 


Weak leaders are supportive of the needs of people yet unwilling to challenge them when those needs run against the core of their mission’s purpose. 


We’ve all seen leaders who “give the farm away” by becoming more interested in KEEPING their job than DOING it. 


If you are the leader and your campus brand is falling out of demand with your community, AND you are collecting loads of underperforming talent, put your finger on your nose, boss. Tag. You are it. 


If you are honest, your people are not your most important investment. Some of them are a SPEND to your institution. 


Your people wearing the team jersey of PURPOSE are your most important investment. 


6. You Criticize Younger, Upstart Leaders


Every leader is a young emerging leader at some point.


Young leaders bring innovation, ideas, and strategies to the table. In fact, they likely got your campus to where it is today, which is amazing.


But no one stays young forever.


After a decade in leadership, you’ll find yourself surrounded by younger leaders with different ideas.


Rather than deciding to learn from them, leaders of dying campus brands resist them, dismiss them, and sometimes ridicule them.


That’s a critical mistake if you want to stay relevant.


When you find yourself sitting around a table criticizing the ideas of young leaders, get nervous.


Back in the day, someone may have dismissed you, and look at what happened to them.


7. Your Personal Relationship with Your Values is on the Backburner 


Every leader has ups and downs in their relationship with their campus values.


Over a prolonged period, you cannot let your personal relationship with your beliefs go flat. Yet it does for so many leaders.


When your relationship with your core values goes flat, sound the alarm:


  • Stop
  • Reflect
  • Reset
  • Reclaim
  • Re-Boot
  • Reconnect


Behind every vibrant campus, you find leaders with a deep belief system.


When recruiting new leaders to your team, find leaders whose passion for your values burns white hot.


If values-centric people surround you, you’ll almost automatically become more on fire.


If your values have grown stale or are not as potent as your community deserves, we can help you RE-IGNITE here.


8. Your Best Talent is Burning Out Faster than you Can Replace Them


A clear sign that your campus brand is dying is that your RIGHT people are leaving, and your WRONG people are staying. 


Like the proverbial “canary in the coal mine,” regular departures of your best and brightest talent indicate that your campus work culture is approaching toxic levels. It’s also a sign of bad leadership. Too many leadership vacancies could suggest that departing leaders warn other potential leaders to stay away.     


Campus sites should be the healthiest places on the planet to work, but, as many of you know, that’s not often the case. And campuses with a high turnover rate or a reputation for having a toxic work environment, can’t carry out their mission with integrity or effectiveness.


Luckily, plenty of resources are available to help you and your team overcome this barrier.


  • In the Lead Team Institute, I’ll show you how to foster a healthy workplace environment and build a culture of Higher Performance. 

  • In the Leading from Peace Keynote and Workshop, I’ll teach you and your team my burnout-avoidance strategy to help you align your time, energy, and priorities and work in your favor. 


9. Everyone on your Team Looks and Thinks Just Like YOU


The next time you’re facilitating your next all-campus team meeting, really look at the people staring back at you.


Do they truly represent a cross-section of your community? Or do they all fit neatly within the same racial, economic, age, orientation, cultural, and political boxes? 


Campuses that lack diversity often need help to connect with their communities and reach new people.


Your campus diversity might indeed be limited by its location, but there’s more to diversity than race and politics. Another form of diversity has to do with what happens between someone’s ears.


A lack of conflict is often seen as a positive to team culture. After all, it means everyone on your team is aligned, right?


Wrong.


If everyone on your campus lead team looks, thinks, and acts the same, one of two things is probably happening:


  1. Your team members are self-censoring their personal beliefs and concerns out of fear of ridicule or ostracization.
  2. Those same people feel unwelcome and silently exiting your “back door.”


Make no mistake, a campus should draw a line in the sand on specific value-based issues (like student success), but there are plenty of other areas where some diversity of thought should be tolerated and encouraged. 


Remember, campus unity is not the same as conformity. An unintended consequence of conformity is that engagement tends to stall out – small group conversations become stale, people get comfortable within their bubble, and “outsiders” feel increasingly unwelcome.


Suppose your team members are uncomfortable expressing doubts, asking questions, voicing concerns, or engaging in respectful dialogue on sensitive issues and topics. In that case, your campus is probably attractive to one type of person: People just like you. 


And that’s a well that’ll quickly run dry. 


10. Your Campus Finances are Always in the Red


I get it.


No one likes it when “education” and “money” are tightly woven into a sentence. But campuses require money to function – and that’s not a secret.


Poor fiscal management can hurt campuses as much as an individual’s livelihood and well-being. If your campus constantly runs over budget, you must initiate serious conversations with your people. 


The fiscal cliff of 2024-2025 is real and should not be scary for those preparing appropriately for this season. 


You may have inherited a bad financial situation from your predecessor, but a campus with out-of-whack finances will join the long list of those shutting their doors. 


Like personal credit card debt, this situation can sneak up on you and get worse the longer you ignore it – so you need to make a game plan and stick to it. 


11. Your Campus Has Little Presence in the Community


Let me ask you a question: Would anyone in your community who’s not a student even notice if your campus closed its doors tomorrow- like permanently closed?


Ouch.


Your campus exists for the sake of your community. This means a campus should be actively engaged in the greater community. Whether hosting food drives, community nights out, or disaster relief responses, campus involvement in the local community should be unmissable and tangible. 


Even if it means partnering with other schools, agencies, and nonprofits in your area, a campus should strive to be a blessing to the community it serves. 


But if all of your campus's energy and ideas are expended internally, it could be a sign that you are becoming irrelevant to your community and on the cusp of a death spiral. 


12. You’re Focused More on Keeping the Peace than Reaching New Students


A subtle sign of a dying campus brand is that it has completely given up on reinvention and is directing all of its resources to keep its current program and load.


This is a sad reality, but it happens more often than you think. In these situations, the goal is to make the faculty and staff as happy and comfortable as possible to prevent any conflict or potential of a “Vote of No Go.” 


The problem with this approach (of which there are many) is that instead of being a pro of the future, you’re letting the con dictate how you lead and vision forward. In other words, the “tail wags the dog.” 


In the short run of your tenure, this strategy makes sense. Your vision for success can’t be reached if you get thrown out. But the long-term consequences – like not investing in the innovative programs your community desires – will inevitably signal a death blow down the road. There comes a time when each leader must step into the arena, right?


13. You View Every Change in Culture as a “Threat” to Your Campus


Railing and ranting against regressive culture or the latest outrageous headline are easy ways to gain an audience (and maybe even earn a few hearty “Amens” from your people on the inside) in today’s polarized environment. 


But this approach to “relevance” will eventually backfire. As I said in Point 12 above, short-term gains aren’t the best indicator of long-term health. And campuses that stoke political and cultural resentment are slowly dying from the inside out.


The biggest problem with campus teams that focus on “culture war” grievances is that they foster an antagonistic and defensive campus culture. So, instead of focusing on reaching the culture, the emphasis is on judging the culture. 


Think of it this way: The world is a big place. Would you enroll in an institution that did nothing but ridicule and judge how you and people like you live? Of course not. And if you wouldn’t, why would anyone else? 


Every community has enough cynicism and resentment. Your campus should be a neutral and safe place to the ways of the nutty world – not a contributor. A dying campus brand focuses on judging the world. A thriving campus community focuses on building a refreshing alternative for the world.


Transform Your Future | Lead With Clarity | Grow Your Performance


You aren't alone if you've struggled to find clarity in leading your team forward.


Teams function at less than 60% of their performance potential and community trust is at an all-time low. 


Simply put, leading people and systems has never been more complex.


The Lead Team Institute {LTI} will equip you to break through your growth barriers.


Whether it's leading results-based teams, communicating with success, improving your engagement, increasing influence, refreshing your vision, building trusting communities, or many other challenges we face as campus leaders, you'll know exactly what steps to take to generate momentum for your community.


If you want to build an irresistible campus brand, you will want to join the waiting list to enroll in the next Lead Team Institute {LTI} Campus Cohort. 


Accelerate Your Team’s:


  • Communication
  • Connection
  • Alignment
  • Capacity
  • Execution
  • Culture


Reserve Your Spot for Fall 2023. Join the Lead Team Institute Waitlist Today!

More Blog Articles

By HPG Info October 14, 2025
(They’re Just Waiting For Permission To Tell You The Truth) Here's a pattern nobody talks about: You implement weekly communication drills for your leadership team. They get better at board presentations. Faculty meetings improve. Parent nights run smoothly. Then something unexpected happens—feedback starts flowing everywhere. Not just in the drills. In hallway conversations. During budget reviews. In crisis moments, when you need honest input yesterday. You didn't plan for this. You were just trying to stop your VP of Academic Affairs from saying "um" seventeen times per sentence during accreditation visits. Turns out you'd accidentally built what researchers call a "keystone habit"—one small practice that triggers a chain reaction of positive changes across your entire organization. (Kind of like how buying running shoes somehow leads to meal prepping and going to bed before midnight. Except this one actually sticks.) 73% of educational leaders report their cabinet stays silent during critical decisions. That's not a personality problem. That's a systems problem. And the system you think you have? It's probably optimizing for politeness instead of performance. THE DIAGNOSIS Let's talk about this like adults who've survived at least three strategic planning retreats where someone suggested "blue sky thinking" with a straight face. Your last cabinet meeting looked like this: You asked for input on the enrollment decline strategy. Got three nods. Two "I think that could work" responses. One person checked their phone under the table (we saw you, CFO). Meeting adjourned. Everyone left. Then what actually happened? Your VP of Student Affairs texted your VP of Enrollment Management: "Did you understand what we're actually supposed to do?" Your Dean of Faculty sent a carefully worded email, "just checking on a few details," that was really code for "this plan makes no sense." Your Chief of Staff scheduled a one-on-one with you to "clarify next steps," which translated to "I have seventeen concerns, but didn't want to say them in front of everyone." You've got three concurrent conversations happening about the same topic. None of them are with each other. All of them are happening because your cabinet meeting optimized for agreement instead of alignment. Here's what nobody tells you in leadership development programs: Your principals, vice presidents, and department chairs might be brilliant at their individual roles and absolutely terrible at having difficult conversations with each other. Not because they're bad people. Because you've never created an environment where they can practice being bad at it first. Think about it. When was the last time your leadership team had a conversation that felt genuinely risky? Where someone said something that hadn't been pre-vetted in sidebar conversations? Where disagreement happened live instead of in post-meeting debriefs? That silence isn't a sign of respect for your leadership. Sometimes it's fear. Sometimes it's exhaustion from being a tool serving the strategic plan instead of a valued human solving real problems. Sometimes it's just learned behavior from every other organization they've worked in, where speaking up got them labeled "not a team player." Research on high-performing teams shows psychological safety—where people believe they can speak honestly without consequences—is the most critical factor in team effectiveness. More important than intelligence. More important than experience. More important than your strategic priorities or mission statement or the fifteen core values you spent two days workshopping. But here's the plot twist: Psychological safety doesn't manifest because you're nice or because you included "respect" in your values statement. It has to be practiced. Systematically. Repeatedly. Until it becomes more uncomfortable NOT to speak up. (This is actually why I created The GROUP —a free community where insights like this become Leader CORE Lessons you can facilitate with your team Monday morning, complete with discussion prompts and practice scenarios. But I'm getting ahead of myself.) The real problem? You're running a graduate-level organization with middle-school communication patterns. High IQ, catastrophically low Team Intelligence. Everyone's smart. Nobody's connecting. THE THREE CONVERSATIONS YOUR CABINET ISN'T HAVING Call this the Communication Layer Framework. Or don't. It'll still explain why your last "quick sync" turned into a 90-minute therapy session that resolved nothing. Communication research identifies three types of conversations happening simultaneously—often in the same meeting, frequently without anyone realizing they're in different conversations entirely: 1. Practical Conversations (The "What We're Supposed to Be Doing" Layer) This is where you live. Problem-solving. Action plans. Metrics. Timelines. "What are we going to do about the enrollment decline?" You think everyone's in this conversation with you. They're not. Half your cabinet is two layers away, and you're talking past each other like ships in the night. Very polite, very professional ships that will definitely send each other courtesy waves while completely missing the fact that one of you is about to hit an iceberg. 2. Emotional Conversations (The "How We're Actually Feeling" Layer) This is where your leadership team actually is when things get hard. Sharing feelings. Seeking empathy. Processing change. "I'm terrified we're going to have to lay people off, and I don't know how to lead through that." If you walk into a performance review in practical mode and your administrator walks in emotional mode, you're about to have two completely different conversations in the same room. You'll think you gave clear feedback. They'll think you don't understand their situation. Both of you will leave frustrated and confused about why the other person "isn't getting it." 3. Social Conversations (The "Who We Are to Each Other" Layer) This is about identity, relationships, and hierarchy. How we relate. Who has power. Whose voice matters. "Do I belong in this cabinet?" "Does the superintendent actually value what I bring?" "Am I about to get thrown under the bus for something that wasn't my fault?" When you're trying to discuss practical strategy and someone's operating in the social layer, they're not hearing your plan. They're scanning for threats to their position, value, or belonging. Every word you say gets filtered through "What does this mean for my standing here?" Here's what makes this devastating: Most leadership breakdowns happen because we don't match the conversation the other person needs to have. You walk into a meeting thinking, "I need to give practical feedback on instructional leadership." They walk in thinking, "I'm about to lose my job and nobody values what I've sacrificed for this school." Until you address the emotional and social layers first, your practical feedback lands like instructions shouted at someone who's drowning. The same dynamic plays out when your principals meet with teachers, when department chairs evaluate faculty, and when anyone on your team attempts a difficult conversation. THE CASE STUDY Let me tell you about a superintendent I'll call Marcus (not his real name, but Marcus, your cabinet definitely knows this is about them). Marcus had eight direct reports. Combined experience of 186 years. Multiple PhDs. National recognition. They could individually crush any challenge you put in front of them. As a team? They communicated like they were playing telephone through a series of closed doors during a fire drill. Cabinet meetings followed a predictable pattern: Marcus would present an issue. Ask for input. Get thoughtful-sounding responses that were really just people restating the problem using different words. Someone would volunteer to "take this back to their team." Meeting would end with a vague sense of progress. Then nothing would change. The real conversations happened after. In parking lots. In text threads. In carefully scheduled one-on-ones where people would share what they actually thought but "didn't want to say in front of everyone." Marcus kept trying to solve this with better agendas. Clearer objectives. More efficient meeting structures. (Classic practical-layer solution to an emotional and social-layer problem.) Then Marcus did something that felt almost uncomfortably simple: He started weekly communication practice sessions with his team. Not role-playing. Not trust falls. Actual practice giving and receiving feedback on low-stakes topics. Week one: Practice giving positive feedback about something specific. Week two: Practice receiving feedback without getting defensive. Week three: Practice disagreeing without it becoming personal. It felt forced at first. (One VP literally said, "This feels like kindergarten but for grown-ups.") But something shifted around week four: People started using the same language in actual cabinet meetings. "I'm in emotional mode right now—can we address that before jumping to solutions?" "I think we're having different conversations—let me check if I'm understanding correctly." Six months later, same people, different system. Cabinet meetings got shorter because people said what they meant the first time. Difficult conversations happened earlier instead of festering. Most importantly: The parking lot conversations moved into the conference room where they could actually be productive. Marcus told me: "We didn't become a better collection of individuals. We became an actual team. Turns out that matters more than I thought." The difference? They practiced being bad at communication in low-stakes environments so they could be good at it when it mattered. Now, if you're thinking "this makes sense, but how do I actually implement communication drills without my cabinet staging a revolt?"—I get it. That's the gap between insight and implementation. This is what The GROUP is for. Each week, I turn the newsletter topic into a Leader CORE Lesson and Guide: facilitation notes, discussion prompts, practice scenarios, diagnostic tools—everything you need to lead your team through this content without spending Sunday night googling "how to teach feedback to people who've been leaders longer than I've been alive." It's free, built for busy leaders, and designed for Monday morning meetings when you need something that actually works instead of theory that sounds impressive. Grab this week's communication practice guide: https://www.higherperformancegroup.com/the-group But whether you join The GROUP or not, here's what you can implement immediately... THE APPLICATION Here's what to do this week (assuming you're not currently managing a crisis, in which case bookmark this and revisit when things calm down to a dull roar): Step 1: Practice "Looping for Understanding" in Your Next One-on-One Ask a question. Repeat back what you heard them say. Ask if you got it right. That's it. Three steps. Takes 10-15 seconds. Proves you're listening. If they say "yes, exactly"—you understood correctly and can move forward. If they say "not quite, what I meant was..."—you just prevented a massive miscommunication that would have caused problems three weeks from now. If they look surprised that you actually listened—you have a bigger problem than this one conversation can solve, but you've just started solving it. This isn't just good practice for you. It's modeling the behavior you want them using with their teachers, staff, and faculty. Every time you loop in for understanding with your VP of Finance, you're teaching them to do the same with their department heads. Step 2: Start Developmental Conversations with Self-Assessment Before your next performance conversation, ask: "Tell me two things you think you do really well in your role and two things you think you could improve." Ninety percent of the time, what they identify as growth areas will match what you've observed. (Turns out people usually know their own weaknesses. They just don't know if it's safe to admit them.) Now they've given you permission to address those issues together. No defensiveness. No surprise. No "nobody ever told me this was a problem." Just collaborative problem-solving between two adults who both want the same outcome. Step 3: Ask Permission to Shift Conversation Types If a principal or dean comes to you in emotional mode about a difficult parent situation, and you need to move to practical problem-solving, try this: "I hear what you're saying. I've felt that way too. Can I share some approaches that helped me work through similar situations?" You're acknowledging their emotional reality before asking to move to practical solutions. You're not dismissing their feelings. You're not jumping immediately to fix-it mode. You're creating a bridge between the conversation they need to have and the conversation you need to have. If they say yes, you can move forward productively. If they say "I'm not ready for solutions yet"—they need more time in emotional mode, and pushing practical advice will backfire spectacularly. OBJECTION HANDLING "My team won't go for structured communication practice" Your team is currently having three different conversations about every issue, none of which are with each other, resulting in decisions that die in parking lots and initiatives that fragment the moment everyone leaves the room. They're already "going for" something—it's just catastrophically ineffective. The bar is on the floor. You're not asking them to do something dramatically harder. You're asking them to stop doing something that demonstrably doesn't work. "We don't have time for communication drills" You just spent 90 minutes in a cabinet meeting that could have been 30 minutes if people had said what they actually thought the first time instead of having seven follow-up conversations afterward. That's one meeting. Now multiply by four meetings per month. You're spending roughly 240 extra minutes per month—four hours—on communication inefficiency. That's 48 hours per year. You're hemorrhaging two full work weeks annually while claiming you don't have time to practice being clearer. THE MATURITY SHIFT Immature leaders think: "My cabinet needs to communicate better." Mature leaders think: "We need to practice communicating better together." Immature leaders assume communication skills are innate—either you have them or you don't—and spend board retreats wondering why their brilliant team can't seem to align. Mature leaders build systems where communication skills are practiced regularly until they become second nature. Immature leaders address communication problems after they explode. Mature leaders practice communication before crisis hits. The difference is the difference between hoping your team can have difficult conversations and knowing they can because they've practiced. One makes impossible feel permanent. One makes impossible feel temporary. Cabinet silence isn't a personality problem. It's a practice problem. And unlike enrollment declines or budget cuts, this one is completely within your control. Your turn: Think about your last cabinet meeting. How many conversations do you think were happening simultaneously that weren't actually being spoken out loud? What would change if you named those conversations explicitly? Drop a comment. Tag a cabinet member who needs to see this. Or screenshot this and text it to your Chief of Staff with the message "Let's talk about our next meeting." P.S. If you're thinking "I don't have bandwidth to create communication practice resources for my team"—I already did it for you.  The GROUP is a free community where every newsletter becomes a ready-to-deploy Leader CORE Lesson and Guide. Practice scenarios. Discussion prompts. Diagnostic questions. Everything you need to lead your team through structured communication development without the Sunday night scramble.
By HPG Info October 8, 2025
Your Institution Has 18 Months, and Here's What 23 Leaders Did on October 1st to Model the Way Forward "We've got about 18 months to figure this thing out." That's the window educational leaders have to transform proactively—or be forced to transform reactively in survival mode. On October 1st, 2025, twenty-three district superintendents and college presidents stopped planning alone and started building together. Not the leaders waiting for perfect strategic plans. Not the ones defending comfortable systems. The BUILDERS—leaders whose institutions have grown enrollment 15-40% despite demographic headwinds, who've launched partnerships generating $50M+ in regional economic impact, who've redesigned curricula around employer needs that traditional institutions haven't touched. What emerged in those 60 minutes wasn't comfortable. It was clarifying. Here's what 1.7 million lost higher education students and 1.2 million departed K-12 students since 2019 actually tell us: Students didn't drop out. They opted out. Traditional education lost not because our teaching failed, but because our thinking stayed small while the world moved fast. The market already voted. And it didn't vote for more performance optics. The Four Types of Leaders DR. JOE HILL opened with a framework that landed hard:  Four types of leaders populate education today. Coasters worship stability and avoid controversy. Climbers optimize metrics but often overlook whether those metrics matter to students. Dreamers create gorgeous strategic plans that rarely launch. And Builders —rare, hungry, idealistic—who possess what Hill calls "moral ambition."
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