LIFE CHANGING ADVENTURE Using our brand to grow Scouting

LIFE CHANGING ADVENTURE

Do you trust Scouting? Higher or lower? 50% LIFE CHANGING ADVENTURE

Do you trust Scouting 62% LIFE CHANGING ADVENTURE

60% Do we have girls in Scouting? Higher or lower? LIFE CHANGING ADVENTURE

Do we have girls in Scouting? 55% LIFE CHANGING ADVENTURE

70% Is Scouting multicultural and open to all? Higher or lower? LIFE CHANGING ADVENTURE

Is Scouting multicultural and open to all? 57% LIFE CHANGING ADVENTURE

Do you recognize the phrase ‘Be Prepared’ and associate it with Scouting? Higher or lower? 65% LIFE CHANGING ADVENTURE

Do you recognize the phrase ‘Be Prepared’ and associate it with Scouting? 87% LIFE CHANGING ADVENTURE

70% Are we open to young people with a disability? Higher or lower? LIFE CHANGING ADVENTURE

54% Are we open to young people with a disability? LIFE CHANGING ADVENTURE

70% Do we extend our membership to deprived areas? Higher or lower? LIFE CHANGING ADVENTURE

49% Do we extend our membership to deprived areas? LIFE CHANGING ADVENTURE

50% Is Scouting relevant today? Higher or lower? LIFE CHANGING ADVENTURE

Is Scouting relevant today? 47% LIFE CHANGING ADVENTURE

What is a brand? The package of thoughts and emotions associated with an organisation. Our name, personality, tone of voice, corporate colours are all elements of our brand The heart and soul of our organisation A single agreed proposition to help us stand out from the crowd LIFE CHANGING ADVENTURE

What people say about you when you’re not in the room LIFE CHANGING ADVENTURE

Our brand Life changing adventure and challenge. Fun and friendship Skills for life – employability skills, practical skills, character skills LIFE CHANGING ADVENTURE

Our tone of voice Be simple, truthful and speak from the heart. Our tone of voice is: Positive Challenging Friendly Informal Surprising

What we can do Be clear about who we are and what we do Use on brand images, identity and tone of voice Focus on everyday adventure and skills for life – we do over 200 activities as well as camping Promote girls in Scouting – 27% of membership now female Talk about Scouting outside Scouting LIFE CHANGING ADVENTURE

“A great photo captures a moment, is spontaneous, conveys an emotion, tells a story and shows the fun, challenge and adventure of Scouting.”

“A great photo captures a moment, is spontaneous, conveys an emotion, tells a story and shows the fun, challenge and adventure of Scouting.”

Our brand Life changing adventure and challenge. Fun and friendship Skills for life – employability skills, practical skills, character skills LIFE CHANGING ADVENTURE