Strong brands go a long way in student and employee retention, revitalized relationships with partners and donors, and in creating a welcoming environment and a sense of belonging. Hear how Arizona Western College approached this monumental task without hiring an outside agency. We'll share about the wins, the pitfalls, the cynics, the fans, the rollout, the lessons learned - and of course the before and after. Attendees will learn the basics of leading branding change and the benefits and challenges of going it alone.