Raisa SequeiraBranding: the GS Way

Are you familiar?

What is branding? What does it do?• Answers the question of “Who are W

E?”• Delivers a statement• Easily identifiable. Easy to “grasp”• Confirms your credibility • Represents the values of the

organization• Elicits emotion • Keeps Audience in Mind

More than images- Take a look at these familiar

slogans: • Kid Tested. Mother Approved.• Maybe She's Born With It. • Gather 'Round the Good Stuff.• …. And….

It is messaging.

The GSUSA BrandThe Brand StoryGirl Scouts is a loved, iconic brand. Few brands are strong enough to be identified simply by a color or a shape, but we have both the unique shade of "Girl Scout green" and the Girl Scout Trefoil. These ensure that any of our branded items can be readily recognized as belonging to Girl Scouts. With everything we create, we aim to stay true to our brand and the values it represents--leadership, sisterhood, and inclusion.

All Girl Scout products, serve to enhance Girl Scouts' brand voice and mission. These products and their identifying marks continue to speak to the general public long after an event or project has ended. We need to be clear and consistent about the messages our products/designs convey to Girl Scouts, potential Girl Scouts, and non-Girl Scouts.

Everyone in Girl Scouting--including our partners--has a role in protecting the GS name and marks against unauthorized, inconsistent, and unlicensed use. Careful presentation of our products/messages safeguards and strengthens the overall brand.

Girl Scouting is…

The Basics• Green = the dominant color, but don’t make it

over powering• The profiles should always be green, never black• Simple Language

More Essentials

Example of a Webpage branding correctly:

Branding: In Print• FONT: Usually Arial, the official GS brand

is Omnes_GirlScouts; Size 14 is GSUSA recommended size

• Girl Scout logo usually on upper left• Include the Girl Scout Tropical Florida

Logo.• Feel free to use photos of your own troop!

( with parent permission, of course)

Branding: in Videos

• Be creative. • Have fun with it!• Incorporate a Miami style.• Spanish (subtitles if possible)• Include a link to our site!

Branding: Social Media

• Use the colors• Include important links, and pictures!• Invite non-Girl Scouts to join in, when

appropriate• Use Hashtags

• Example: #GSCTF, #ICWT #GirlScoutsRock #GIRLScouts #TroopTuesday

Branding: Social Media 👋 Connect the viewers to GSCTF!

Example: ICWT

Example: ICWT

Example: ICWT

Questions?