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Colleges, universities, and independent schools use branding to attract students, keep alumni close, and unite faculty behind the institution. That last bit is key because one can't box and ship global perspectives, personal attention, flexible programs, campus traditions, innovative research, and the limitless other qualities that make educational institutions distinctive. Faculty help make these things happen and, therefore, they must be part of any branding effort. If they don't believe in the messages the marketing team disseminates, they won't help deliver the brand through their words and actions. Here, things get a little tricky, because even the most upstanding educators at the very finest institutions can recoil at being asked to participate in a branding effort. Involving them starts with education, and it often begins at the top.