Branding is a "squishy" word in higher ed that often gets conflated with identity or branding components. This presentation helps enunciate what brand is, shows examples of how Mt. Holyoke and other institutions support their brand in key areas on the web, and provides some testing examples to help you measure how well your creative work is delivering the messages you want your audiences to understand. Presented at HigherEd Web 2009 by Doub Gapinski, mStoner, and Patricia Vndenberg, Mount Holyoke College.