Abstract: Purpose/Significance The brand of college ideological and political work is a combination of quality attributes, user thinking, media mode and resource integration. Cultivating the brand of college ideological and political work is the new driving force for college ideological and political work to realize the full, whole and all-round education. Design/Methodology Based on the experience of the current brand boom of college ideological and political work, starting with the basic elements of brand cultivation, this paper clarifies the “three elements” of college ideological and political work brand, summarizes the “three steps” of cultivating college ideological and political work brand, and lays a foundation for optimizing brand cultivation. Conclusions/Findings In order to optimize the brand of college ideological and political work, it is necessary to correct the misunderstanding of the brand of college ideological and political work under the guidance of the Party and the country, and realize the brand optimization in theory integration, practice embedding and technology infiltration.