When I work on businesses, the most important thing for me is completely making sure that everything the constitutes as a business’s presence- the website, reviews, blogs, press. etc- fits into the brand of the company, whether it means that the brand is more authentic and down to earth, or luxurious and high class. I kinda draw a parallel to this when it comes to admissions. Whether you call it a brand or an image or a narrative, or whatever, it’s important to connect every part of your application to each other, give adcomms and idea of what you are passionate about, and most importantly, how you will fit into their community.