Schools very much have to live by what they say. Ultimately it is what they put in as the ‘secret ingredient’ in their marketing gravy that makes their school stand out! While parents will often say that they are looking for strong academics and small class sizes, what they ultimately are looking for are the other things—who you are, the space you occupy in the academic world, your history, traditions, and culture, how the curriculum is delivered—that cements your brand identity. Your gravy. All the other things that you are, the things that make you, YOU! When you uniquely communicate the value and positioning of your school, you can deliver messages about your brand—who you are, the space you occupy, your differentiation. But it’s not just about delivering the information, it’s about delivering an experience.