Chris James

The Scout Association

What we do…

Scouting provides fun, friendship and

life changing adventure to 450,000

young people in the UK.

We build confidence, self-esteem

and help girls and boys aged 6-25

develop the skills and values they

need to succeed in life.

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

What people say about you

when you’re not in the room

LIFE

CHANGING

ADVENTURE

Our challenges

LIFE

CHANGING

ADVENTURE

44% of parents would like their children

to join Scouting

We are the no. 1 named out of school

activity

Most empowering and challenging charity

2015

74% of public believe we provide a safe

place for fun and adventure

73% of parents believe we give young

people the skills to succeed in life

Our brand

• Life changing adventure and challenge

• Fun and friendship

• Positive impact on young people, adults and local

communities

Our brand family

LIFE

CHANGING

ADVENTURE

Colour palette

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

“A great photo captures a

moment, is spontaneous,

conveys an emotion, tells

a story and shows the fun,

challenge and adventure

of Scouting.”

Key principle for engagement

• Members and staff must feel they own the brand

• They should want to share it

• Need to provide the opportunities, tools and resources to

help them do this

How to inspire supporters to use the

brand and drive growth

• Affinity - Opportunities to experience the brand and hear

the voice of the beneficiary

• Visibility – opportunities to show visible support, including

badges, clothing, neckerchiefs

• Knowledge and practical tools - Printed resources and

digital brand learning tools

• Shareability – enabling and empowering supporters to act

as ambassadors and amplifiers

Affinity

• Visits to Scout meeting and camps

• Staff conference was a ‘Scout camp’

• Staff have same leadership training as volunteers

• Young people and volunteers as guest speakers

• Inspiring videos that promote voice of the beneficiary

Visibility

• Use clothing and others identifiers to allow people to show

support

• A member owned sub-brand that allows supporters to feel

pride, to evangelize for the brand

• Range of clothing and merchandise – income generating

and brand building

• Extendable to many areas

Events

• Feel good factor

• Highly visible

• Great brand

engagement

Knowledge and practical tools

• Brand learning tools - printed booklets, postcards

• Guidelines and user friendly guidelines

• Online brand centre

LIFE

CHANGING

ADVENTURE

The Scout Brand Centre

LIFE

CHANGING

ADVENTURE

How it works

• Service available to all adult members

• Free to create PDFs and digital assets

• 38,000 active users

• Linked to supplier, N2 for printing

• Three day delivery

LIFE

CHANGING

ADVENTURE

Advertising vacancies

LIFE

CHANGING

ADVENTURE

Recruitment area

LIFE

CHANGING

ADVENTURE

Section templates

LIFE

CHANGING

ADVENTURE

Sharability

• Highly active community on social

media – 265,000 likes on Facebook

• Twitter thunderclap to launch our

2018 Strategy at 20:18

• Sharing members’ content

• Commissioning inspiring illustration

and video

• Retweets from Bear and

Buckingham Palace

Sharability

• Positive tone/good news

• Short videos

• Pride and sense of community

• ‘look what we have achieved together’

LIFE

CHANGING

ADVENTURE

LIFE

CHANGING

ADVENTURE

LIFE

CHANGING

ADVENTURE

Cubs 100 – The Wildest Birthday Ever!

LIFE

CHANGING

ADVENTURE

LIFE

CHANGING

ADVENTURE

How to inspire supporters to use the

brand and drive growth

• Affinity - Opportunities to experience the brand and hear

the voice of the beneficiary

• Visibility – opportunities to show visible support, including

badges, clothing, neckerchiefs

• Knowledge and practical tools - Printed resources and

digital brand learning tools

• Shareability – enabling and empowering supporters to act

as ambassadors and amplifiers

Visit the CharityComms website to

view slides from past events, see

what events we have coming up

and to check out what else we do:

www.charitycomms.org.uk

#brandfast

Brand Breakfast

07.06.16

Brand on the inside

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