This study applied David Aaker’s Brand Identity Theory (1996) to analyse the discourse of university prospectuses presented by Lund University (LU) and University College London (UCL). Norman Fairclough’s three-dimensional model of CDA (2001) was used to analyse the three levels of discourse. Michael Halliday’s systematic functional grammar (SFG) (2014) was employed as minor theory to explore the linguistics features that these universities use to present their brand identities in the first part of the research. The second part of the research compared the brand identities of these universities and the possible social implications that may emerge. The analysis revealed that these universities use linguistics and discursive strategies to present their brand identities. These linguistics and discursive strategies were namely material and relational process as well as adjectives, lexical units, modality, and synthetic personalization. The main difference between the universities’ brand identities was seen in the way UCL actively tries to build a close relationship with prospective students through language while LU maintains a more impersonal style throughout the prospectus.