Your brand is more than your logo, name and slogan—it’s the entire experience that your audience has with your organization, product, or service. And it’s got a lot of moving parts. To keep all the elements of your brand working in tandem toward your institution’s goals, you need a long-term brand strategy to inform every decision along the way. It defines what you stand for, what promises you make, and what personality you convey. In practice, it forms a handy-dandy roadmap to keep your brand on track.