Influencer-Based Indoor Visual Communication: The Role of Principal Officers in Institutional Branding at Mountain Top University

Advertising is a powerful marketing tool that utilises a variety of channels to promote products or services, ultimately leading to increased publicity, awareness and innovative marketing approaches to effectively engage a targeted audience. This study recognises the influential role of the Mountain Top University (MTU) Principal Officers in strengthening the University's brand and values. It employs indoor visual design to boost brand visibility to reach its target audience. This study employs effective visual presentation techniques and image narrative engagements. It utilizes qualitative research methods to analyse the impact of visual elements on audience’s perception and the effectiveness of the Principal Officers as influencers. The study argues that visual advertising design provides unique strategies for advancing brand visibility and reputation, as well as strengthening affinity among the university's networks. The outcome of the research denotes a strategic fusion of leadership branding and marketing promotions, leveraging on the credibility of the stakeholders to attract talent and reinforce its position as a beacon of excellence among Nigerian institutions of higher learning.