This document outlines a strategy to strengthen the Rotary brand. It discusses research that found many people are unfamiliar with Rotary. The strategy clarifies Rotary's essence as uniting leaders to exchange ideas and take action globally. It defines Rotary's values like diversity and leadership. The strategy establishes guidelines for Rotary's voice to sound knowledgeable, compassionate, persevering and inspiring. It provides examples of how the strengthened brand could be presented visually and implemented globally to inform, inspire and empower Rotarians.