Brand Strategy (occasionally shortened erroneously to branding) defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market:

The images you convey
The messages you deliver on your website, proposals and campaigns
The way your employees interact with customers
A customer’s opinion of you versus your competition
In a word: all the various touchpoints you have with customers, and the tribe of customers you create.

Are you creating a brand for right now or forever? That’s brand strategy.