In this article, I describe the process and importance of branding a graduate public administration program. Written from the perspective of a participant-observer, I describe how with the assistance of my department we have given our program a more distinctive identity and therefore a more identifiable brand. That brand is one that focuses on social justice and is entirely consistent with our university, a Jesuit institution, which also focuses on social justice. In this article, I note how other public administration programs brand themselves and make the case that our program by its fairly distinctive brand is engaging in market segmentation. Furthermore, I also note what steps the program has taken to make that brand a reality and thereby how as faculty members we are living the brand.