Many businesses are closely tied to their founders, which can create challenges when planning for legacy, relevancy, and eventual exit. In this session, Sharon Spooler, Founder of Surgo Advisors, and Andrea Steinbrenner, CEO & Partner of Exit Consulting Group, will guide attendees through what a brand truly is, why it matters, and how to manage it intentionally for a successful transition. Participants will explore practical strategies to assess their current brand, align it with desired outcomes, and understand how it affects valuation, client perception, and owner results. Through exercises, case studies, and reflection, attendees will leave with actionable steps to proactively manage their brand to drive legacy, liquidity, and relevancy.
