When you hear the word “brand,” what comes to mind? A timeless logo? Iconic collegiate colors? A mascot mastering the latest TikTok dance? Maybe even a totally sick trifold brochure?

You’re not wrong (though seriously, please let the trifold go) — these elements significantly shape an institution’s brand and identity in today’s crowded, competitive landscape.

But here’s the kicker — “brand” goes beyond eye-catching visuals or catchy trends. Brand shapes perception through every interaction, influencing how people feel about your institution. A user’s experience leaves a lasting impression, carrying more weight than any logo or mascot ever will.

Competing with Consumer Brands

Consider the consumer brands students engage with daily — Netflix, Amazon, TikTok, Spotify, YouTube. What do they share? They’re intuitive and even a little psychic — anticipating user needs and wants well before they become conscious desires. 

Meanwhile, most university digital experiences… well, let’s just say (nicely) they need a serious upgrade. They bury essential information, creating confusion and frustrating dead ends. 

At Ferris State, staying competitive meant rethinking our overall experience — not just against other universities, but against every brand vying for students’ attention. Enter “Ferris360,” our campus engagement hub built on Pathify. More than just a navigation tool, it reflects Ferris State’s identity as an accessible, student-focused university committed to making life easier.

From Overwhelmed to Unstoppable

Let’s talk about the transformative power of experience through the lens of an unexpected classroom: a Ferris State student trip to the X Games in Aspen, Colorado. Amid thumping music, flying snow and gravity-defying stunts, one student arrived feeling completely out of place. Social anxiety made even small interactions feel impossible so she kept mostly to herself on the first day. On day two, she connected with one person. On day three, she made another friend. By the end of the trip, she didn’t just join in — she led the group, rallying her peers and delivering a speech about how proud she felt of their journey together.

It’s possible we’ve all felt like this at some point — a little out of place, a little uncomfortable, a little unsure of ourselves. But the right environment changes everything. This student’s metamorphosis didn’t come from pressure or expectation — it came from the freedom to move at her own pace, build genuine connections and feel supported every step of the way. That’s the power of experience — it breaks down barriers and builds confidence. It’s what “Ferris360” offers to students every day.

Ferris360: More than a Portal

For years, Ferris State students navigated an outdated, painfully confusing digital portal called “MyFSU.” A maze of links, “MyFSU” functioned like a 2003 flip phone — fine in its time but painfully obsolete when compared to modern student expectations.

“Ferris360,” our new portal built on Pathify, transformed our campus experiences. It’s far from our old link farm — this dynamic, personalized hub delivers exactly what students need when they need it. No more aimless searching, no more information overload. We renamed it from “MyFSU” to “Ferris360” because it reflects a complete journey — enhancing everything happening on campus, streamlining experiences and creating more engaging interactions at every step.

  • First-year student? You’ll see the New Student group front and center. 
  • Faculty member? Your dashboard delivers tools and resources tailored to teaching. 
  • Registration season? You’ll only see the most relevant information when it matters — not clogging your dashboard year-round.

Think about how consumer apps evolve with your interests, surfacing ever-changing content based on interests or behavior (more on that in a second). “Ferris360” mirrors this approach — the platform and its granular, Role-based functionalities dynamically adapt to each student’s journey, delivering personalized and relevant content and resources every step of the way.

Students engage with thoughtful, responsive and personalized experiences everywhere else in their lives. Why should their university experiences differ?

Competing with the Entire Digital World

Universities no longer compete solely with each other — every digital interaction sets the bar for student expectations. And in that competition — most universities fall short.

Let’s return to what we know about consumer applications:

  • Netflix anticipates your next show before you even finish the trailer.
  • Amazon curates shopping experiences so precisely, you barely need to search. 
  • TikTok serves up content you didn’t even know you wanted.

Meanwhile, most university systems require students to:

  • Dig through endless menus to find one essential link.
  • Scroll through pages of outdated, irrelevant info  
  • Log into multiple platforms to complete basic tasks.

It’s no surprise students find higher ed tech frustrating. But this frustration runs deeper than an inconvenience — it fuels a growing narrative portraying higher education as outdated, resistant to change and not worth the investment. How do we expect students to see real value in higher education when outdated systems suggest otherwise? If universities present themselves as relics of the past, students start believing they are relics of the past.

At Ferris State, our portal isn’t just an upgrade — it’s a rebrand of the entire student experience. “Ferris360” tells our students: We see you. We value your time. We want your experience here to match the ease and simplicity of the rest of your digital world.

The Key to Growth

At the end of the day, students will remember how they felt at your university far more than they’ll remember your logo, mascot or tagline. If their experience feels frustrating, frustration becomes part of your brand. If their experience feels empowering, empowerment becomes part of your brand. If their experience feels seamless and intuitive, there’s a chance they’ll trust your institution and invest in their future there.

Ferris State proves how investing in experience pays off. After nearly a decade of enrollment declines, we’ve seen enrollment increase for two consecutive semesters — even as other institutions in our region continue struggling. There’s no single factor behind our growth, but we firmly believe our renewed focus on creating a seamless, student-first experience — both online and offline — played a big role.

Navigating the Future

Higher education faces a tipping point. Either we cling to outdated methods — expecting students to jump through hoops and navigate complex systems — or we embrace a future where digital experiences shape our brand as much as our colors and logos.

At Ferris State, we’ve chosen the latter. And as we continue to evolve, one thing remains clear: our experience doesn’t just support our brand — it defines it.

About the Author: Eric Hazen

Eric Hazen is the Executive Director of Digital Experience and Marketing at Ferris State University, where he leads a powerhouse team of content creators and web developers in crafting digital experiences so engaging, even algorithms get excited. He specializes in organic acquisition and conversion rate optimization, ensuring Ferris State’s digital presence is strategic and impactful. The world’s biggest Jurassic Park fan — so much that he was once in a band called Ian Malcolm — Eric also enjoys running absurd distances on wooded trails, reading and hanging with his blue heeler, Sabrina the Canine Witch. He holds a BA and MFA from Columbia College and remains unwavering in both his passion for digital storytelling and his lifelong refusal to eat berries of any kind.