The central tenet of this investigation is that educational institutions possess their own school identity. Acknowledging that school identity is influenced by institutional mechanisms and personal dynamics, we examine school identity in the context of 13 Alberta charter schools. Narratives of 73 educational stakeholders across the network of Alberta charter schools reveal a heightening of trust and authenticity as related to school identity. We propose that lessons learned from this study can inform stakeholders within other school settings. In particular, that an explicitly articulated vision of school identity may challenge the entrenched norms and practices typical of large bureaucratic organizations.