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Vocational high schools (SMK) are important for Indonesia. The higher the quality of vocational school graduates and the more young generation choose SMK as a place to study, the Indonesian economy will improve. This study aims to explore and use the uniqueness of vocational schools as marketing communication materials. The methodology is qualitative research involving 86 vocational high schools in various provinces of Indonesia. The conclusion is that the school's uniqueness can be highlighted as a branding material for the school, giving rise to authority, distinction, loyalty, and excellence from SMK, which is managed by prioritizing innovation. Suggestions based on this conclusion are for schools to pay attention to their teachers' welfare because prosperous teachers must also be motivated to improve the welfare of the students they teach.