ABSTRACT
Branding is a tactic which has been well described in the business literature as a way to enhance a company's reputation, promote a sense of high quality and value, and influence an individual's perception and behavior. Branding has not traditionally been explicitly used by training programs for recruitment. However, it can be used as a powerful tool to help recruit and retain candidates who will thrive in your program. Branding has become even more important since the COVID-19 pandemic with the absence of in-person experiences for most applicants and a transition to virtual interview platforms. This article discusses how to develop and use your core values to understand your brand identity, create a clear and memorable message to your applicants, and ensure a brand experience that will allow applicants to understand the essence of your training program.