The presence of honor societies and programs on a university campus is an important component of its reputation for excellence. While we may quibble with the methodologies employed by various rankings, reputation is one of the key drivers of choice when students and their families are making that all-important decision about which university to attend. Honor societies and honors programs can be an important factor in that decision and thereby bolster high-quality enrollment growth. This article describes the honors college at Texas A&M University, which has experienced robust growth and an increase in admission standards, due mostly to the academic reputation of the honors college.