An insightful speaking session where we will delve into the area of brand and the role it plays within post-secondary institutions. In today's competitive educational landscape, a strong and consistent brand is essential for universities to differentiate themselves, attract students, engage stakeholders, and foster a sense of identity and community. This session will explore the various aspects of brand and visual identity, including methods of implementing effective branding strategies within university departments and faculties, developing a singular cohesive identity, and building brand champions both external and internal. Examples from the University of Calgary (UCalgary) will be shared, including the launch of our current brand campaign called “Start something”.(CASE 2023 Circle of Excellence Grand Gold Winner).