The brand of a college or university is more than its logo or tagline. It is an accumulation of experiences for students, staff, faculty, alumni and community members. This fall, fewer students will be on campuses and they may be there with less frequency. COVID-19 will not last forever, but in a way, this year is a glimpse into the online learning future that was coming with or without a pandemic. It is more important than ever that the physical campus foster in students a strong affinity for the school to keep enrollment, retention, and alumni engagement numbers high. Without a deep connection to the physical place, students may fall into a commoditized mentality, enrolling in online courses where the prices are lowest and not thinking of themselves as an Owl, Bobcat, or Camel. There are four areas on a campus that can be designed or used in expressing the institution's brand: (1) interior spaces; (2) buildings; (3) outdoor spaces; and (4) the environment surrounding the campus. This article discusses well-executed examples from each category, one of which the author was involved in directly.