A good reputation goes hand in hand with a university's "brand," which in essence is the promise the institution makes to all of its constituencies. A brand is appreciably more than an attractive logo, reinforcing colors, and compelling admission brochures (though all of these reflect it). If properly thought through and developed from the inside out, a brand reflects a college or university's unique personality, distinguishing characteristics, and the reason for people to care about it. A strong brand should permeate all corners of the campus--from academics to athletics to arts--and endure long after posters and pep rallies have faded into distant memory. In this article, techniques are presented for cultivating a good brand reputation by building on trust, recovering effectively from scandal, and consistently acting from a strong internal culture and core values.