A school’s brand represents their market identity; who they are; what they do; what kind of quality education they provide; their reputation for trustworthiness, and more. Principals in independent schools are responsible for establishing their school’s point of difference and sustaining this in the market-driven context which is independent schools in Australia. These principals are building an image of the child’s future. The whole management of the brand/image is an integral part of the role of a principal but adds to the pressure of the position. If independent school principals don’t manage the brand of their schools, then their schools can be unviable. They have a responsibility to see that all staff in their schools support this aspect of the reality of an independent school, and engage with the associated obligation to ensure that the school is held in esteem in the community.