PurposeThrough examination of a case study this paper aims to describe a brand re‐positioning exercise and explore how an emotionally driven approach to branding can help create meaningful connections with potential undergraduate students and can positively influence choice.Design/methodology/approachThe paper's approach is a case study description with quantitative analysis in support.FindingsThe use of an emotionally driven branding concept has positively impacted business development and brand likeability within a UK university.Research limitations/implicationsThe paper is specific to one case study and evaluation of success remains relatively early. Initial implications relate to the potential use of emotion in higher education marketing communications and how the use of emotion acted as an enabler of more rational decision‐making processes within the case university context.Originality/valueAn exploration of issues related to the marketing of higher education services is of great importance at this time. The case study described offers value and learning for readers of the journal from both a theoretical and practical perspective.