The lack of understanding and application of marketing in universities necessitates research to improve satisfaction, permanence, lasting relationships, and brand identity, and to promote creativity and innovation in education. The objective of this research is to identify how higher education management innovates to build brand identity. Methodologically, the conceptual model is tested using data from 231 teachers in seven accredited Colombian universities. For data analysis, the partial least squares structural equation model is used. The study highlights the importance of incorporating teachers as a key factor in the enactment of relational marketing strategies in the management of higher education. Suggestions are provided for universities to build a marketing culture and brand identity. Among the conclusions, the importance of retaining existing students and involving teachers in marketing strategies is highlighted. Emphasis is placed on identity management and relational marketing as key to improving the image and reputation of universities. This study is expected to be a starting point to explore the construct of trust, satisfaction, and loyalty in the academic field, recognizing the strategic role of teachers in marketing strategies.