I know that they've been feeling really good about their current brand:
"If you make it here, you will celebrate moral, academic, and fiscal superiority over your peers for decades to come! ... But there's only a 50/50 chance you make it due to the impossibly strict social, academic, and 'moral' gauntlet you'll have to make it through. So come to BYU!"
But I think they would do much better with:
"We've got some incredibly attractive people on this campus. Come here for the best possible chances at finding your future spouse!
PS: Nobody's perfect, so we're going to give you as much leeway and help as we can to deal with academics and the honor code."