Educational institutions understand the importance of having a positive image among their target audiences, but the process of creating, enhancing, and managing that image remains challenging to many. Confusion over what branding is only adds to the challenge. Consultants define "brand" as promising an experience and delivering on that promise. In practice, however, consultants note that many institutional branding efforts seem to begin and end with creating and maintaining a graphic identity, a component that is merely the tip of the branding iceberg. But experts note that they are seeing progress as branding becomes more accepted and people begin to acknowledge its importance. In complex, decentralized institutions, branding involves building individual but related brands or reputations for the overall institution, or core brand, and a whole family of subbrands--usually schools or colleges, other academic units, or programs. Some subbrands make perfect sense, but experts caution against creating too many. Named schools, often business schools, constitute many of the subbrands at larger institutions, and many have strong reputations in their own right. As a result of an increase in branding sophistication, many universities have realized the need to strengthen their connection to those schools. In this article, marketing and communications professionals describe their strategies for managing and finding common ground within their brand family.