Visionary Leadership is a leadership concept whose main work is focused on engineering a challenging future. The challenge faced by universities is to improve brand image and competitiveness in the current competitive era. This study used the case study method with in-depth interview data collection techniques, participant observation, and documentation. Data were analyzed systematically and interactively during data mining to obtain research findings. The research findings show that visionary leadership is able to improve the quality, brand image, and competitiveness of tertiary institutions at UIN Sayyid Ali Rahmatulullah Tulungagung Indonesia. The ability possessed by leaders in formulating visions, transforming visions, and implementing visions is an important factor in increasing the brand image and competitiveness of tertiary institutions in the competitive era. Leaders can clearly know the opportunities that will be achieved and overcome the challenges that will be faced in the future well. Leaders can take strategic steps in positioning the organization and are able to get success in realizing the vision and mission of the organization. Being proactive in carrying out leadership tasks becomes the strength of a visionary leader in realizing the vision and mission of the organization.