Is there value in a nonprofit brand? How can an organization assess and address its brand image? What can it do to adjust that image? And is a full rebranding in order? This interactive session offers a clear how-to approach based on the presenter’s more than 25 years in the field, working with both nonprofits and for-profits. Participants will learn how to define brand as a concept, conduct stakeholder research, identify brand strengths and weaknesses, ask the tough question “what’s in a name?,” and tap into the brand power of their employees. A case study will be utilized to showcase a recent, comprehensive nonprofit rebranding experience.