In an age where perception shapes opportunity, this session will focus on how schools can intentionally brand their athletic programs to enhance community engagement, student pride, and district visibility. Topics include: • Building a positive brand identity for athletic programs • Social media management: Monitoring accounts and establishing clear guidelines • Content creation training for coaches and ADs • Communication protocols during athletic crises or controversies • Amplifying school-based stories through official district channels Participants will explore how consistent, professional branding and communication can serve as a powerful vehicle for school culture, recruitment, and stakeholder confidence.