What It Takes to Build Brand Loyalty on Campus

What does it mean to be the brand you represent? In this episode, Rachel Skipworth, Associate Director of Auxiliary Services, Bookstore, and Licensing at UNC Charlotte, shares how 25 years across admissions, fundraising, and campus services shaped her approach to brand leadership. From rolling out a university-wide rebrand during COVID to championing internal buy-in across departments, Rachel breaks down what it takes to build belief from the inside out.