Exploration of Branding Volunteer Service in Colleges and Universities —A Case Study of the "Pigeon Squad" from Chengdu Technological University

University volunteer services are crucial avenues for cultivating students' comprehensive quali-ties and social responsibility. The branding of these services can further enhance their influence and social recognition. This paper takes the branding construction path of university volunteer projects as its starting point, using the "Pigeon Team" of Chengdu Technological University as a case study to explore the exploration paths and practical experiences of branding university volunteer services. The volunteer service team of this project is dedicated to integrating profes-sional knowledge with community needs, conducting activities through science popularization and promotion, establishing service bases, and participating in various volunteer service activi-ties both on and off campus. Utilizing new media and online platforms to showcase volunteer ac-tivities, they have also established a detailed volunteer database for effective volunteer service management. The evaluation system is divided into assessments of volunteers and the project itself, encouraging volunteer participation and growth through sharing sessions and commen-dations.