We judge trees by the fruit they bare, not the fancy labels. There was a time when you didn’t have to ask if an alumnus attended an HBCU; you already knew. HBCU alumni were distinguished by their character, confidence, work ethic, and poise. Today, it is less obvious and where a black student attended school is becoming a blur. To meet the expectations of alumni, recruiters and others, HBCUs must solidify their brand making it clear to the outside what continues to make them special. Alumni should feel that they have succeeded because of their college experience rather than despite it and the expectation of recruiters must be satisfied without question for every candidate. Our HBCU practice uses the 4 Ps of branding, along with data and analysis to serve as a catalyst for improvement, to restore the pride and character to the student experience and the promise of quality and distinction to our corporate partners. Our road map helps to provide answers to the following questions.