Communications

BRANDING WORKBOOK

BRANDING
WORKBOOK
A SELF-REFLECTION ON
COMMUNICATIONS
AND BRANDING IN
YOUR NATIONAL SCOUT
ORGANIZATION

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BRANDING WORKBOOK BRANDING WORKBOOK

BRANDING
WORKBOOK
A SELF-REFLECTION ON
COMMUNICATIONS
AND BRANDING IN
YOUR NATIONAL SCOUT
ORGANIZATION

© World Scout Bureau Inc.

Communications
June 2022

World Scout Bureau

Global Support Centre
Kuala Lumpur

Suite 3, Level 17
Menara Sentral Vista
150 Jalan Sultan Abdul Samad
Brickfields
50470 Kuala Lumpur, MALAYSIA

Tel.: + 60 3 2276 9000

Fax: + 60 3 2276 9089

[email protected]
scout.org

Reproduction is authorized to
National Scout Organizations and
Associations which are members of
the World Organization of the Scout
Movement. Credit for the source
must be given.

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BRANDING WORKBOOK BRANDING WORKBOOK

Overview What is a brand?

BRAND
Developing the brand, image and profile of Scouting is a constant work in progress.
This workbook provides a self-reflection guide on how to create a strong brand
within your National Scout Organization (NSO) and how to ensure your brand is well
known by key audiences and stakeholders in your country. Perceived emotional image behind the brand.

The purpose of this workbook is to help reflect on your brand through self- A BRAND is an organisation, product or service with a personality that is shaped by
the perceptions of the audience.
assessment exercises. By the end of this guide, you should have enough information
to evaluate where your brand stands and to help you develop a vision for where you
want your brand to be in the future.

This workbook will help you think about how important branding is to your NSO and
IDENTITY
Visual and design aspects that form the brand.
what may need to change or evolve to strengthen your brand and image.
The IDENTITY or image of an organisation is made up of many
Developing a brand strategy will benefit your NSO and its membership today and
Visual and design elements such as:
for the long-term. This guide will be the entry point to building your brand strategy
through self-reflective questions and inspiration around best practices. ● A logo (the symbol of the entire identity and brand)
● Stationery (letterhead + business card + envelopes, etc.)
By following this workbook, you will be able to really think about your brand, ● Marketing Collateral (flyers, books, websites, etc.)
define your purpose and goals, and fine-tune who you represent and how you ● Products and packaging
communicate to your stakeholders so they can be fully informed and involved. ● Other sensory communication (audio, smell, touch, etc.)
● All of these represent a brand’s identity and should support
Finally, this resource will help you educate others about the power of branding the brand as a whole.
within your organisation and how it can help promote a positive image of Scouting
in your country.

LOGO
Identifies a business via a mark or symbol.

A LOGO should identify the organisation in a simple way that is

recognisable and memorable, but does not literally show what
the business does. i.e.. a car logo does not show a car.

“A brand is literally what people

say about your business when
you’re not in the room”.

Jeff Bezos

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Why is branding essential NSO positioning

Positioning your NSO with government
to your NSO? NSOs are the main institutions that manage Scouting in each country. NSOs are
often registered as a non-governmental organisation or non-profit organisation in
their countries with definite purpose and goals. Often NSOs are supported by their
governments through funding or programme support, but they always need to be
1. MEMBER RECOGNITION recognised and perceived as non-governmental and independent of any political
party.
Makes a brand stand out in your community
Clarifying and strengthening the relationship between a NSO and governments is
2. MEMBER LOYALTY a good idea. This clarity can lead to better focus for collaboration, increase public
awareness, and can strengthen the profile of Scouting.
Scouts will always be wearing a shirt or a uniform
with your national emblem on it

3. CONSISTENCY Is your brand registered in your country? YES NO

A consistent brand is memorable and more effective Do you have intellectual property rules and laws in your country? YES NO

4. BRAND EQUITY Do you have a specific Scout Shop for your NSO? YES NO

Every branded element helps build brand equity

5. INCREASES CREDIBILITY

Builds trust with Scouts, volunteers, parents,
partners and other stakeholders Positioning your NSO
6. ATTRACTS TALENT
with other organisations
When a NSO has great branding, the community notices
Why do you need to know what other organisations and stakeholders think about
7. PROMOTES SHARED VALUES your NSO and its role? The answer is simple: if you do not know, you will not know
how to improve and you will not be able to communicate those improvements to
Emotionally connect with members creating loyalty for life your key audiences.

8. GIVES CONFIDENCE It is important not to perpetuate Scouting stereotypes through your brand. Your
brand needs to be at the same standard as other non-governmental organisations
A solid brand knows its values and this evokes confidence and portray an honest and accurate portrait of Scouting.

How do other non-governmental What are your points of weakness?

organisations in your country view your NSO?

What are your points of strength? Can they see Scouting’s impact?

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Brand Strategy
Financial resources Mission
In general, an NSO’s brand mission is to create the path for the future of the
Budget plan (timeframe)
organisation in alignment with the global mission of Scouting. Defining the brand
Budgeting for communications refers to allocating the appropriate human, mission in this context means that an NSO should aim to promote Scouting through
financial, and physical resources needed to support the activities of your NSO’s a quality education system in the country. Creating the brand mission involves
communications team and directing them where they will have the most impact and pulling together an NSO’s vision, strategic direction, key objectives, and marketing
return on investment. and operation priorities. From these, you can then map out the communications and
platform strategies for creating brand value and engaging your audiences.
Does your communications team have a budget allocated for their plans?
To gain a better understanding of a brand mission, read this resource.

Vision
Is the budget allocation enough to run the essential projects for the Vision is the essence of any organisation. The vision of your organisation articulates
communications team? why you exist, and how you will create impact through your work. Your NSO’s vision
can be defined based on some essential criteria, including where you want to see
your NSO in the next three to five years, what impact you want to have on society,
and your organisation’s values.

Target audiences
Usually target audiences differ from one NSO to another. Although Scouts and
Is there an allocation in your budget for branding? young people are our primary audience across the Movement, other key audiences
can include: parents, volunteers, donors, partners, and community stakeholders.
YES NO

Fundraising Persona study

Do you have a fundraising plan for your NSO? A persona study is an activity you can do to map your audiences and will how you
approach them through communications on different platforms. It is advisable to
review an NSO’s public relations and engagement with stakeholders to make sure
that your audiences are well mapped and reflected.

Do you carry out any fundraising activities? Benefits

What benefits do you offer to Scouts, adults,
volunteers, partners and other stakeholders?

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Functionality
Your vision has a greater purpose than being just the “goal” of an organisation.
Character
When practiced and implemented correctly, your vision performs four specific core
If your brand was a person, how would you describe him or her? i.e. Inspiring,
functions:
inclusive, friendly, etc.
a. To differentiate your organisation from those in your field

b. To show the authenticity of your NSO

c. To reinforce the values that your NSO places at the forefront of each action

d. To unify each department within your organisation.

Communications plan
Do you have a communication plan for your NSO vision? Describe how you want
your team to look like in three years from now. Do you have a vision for your NSO?

Does your communications team contribute to that plan?

Is your vision aligned with WOSM’s vision?

What is the impact of your vision at the grassroots level?

Is what makes you different reflected in your branding?

How do you differentiate yourself from other non-
governmental organisations in your country?
How sustainable is your vision?

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Communications team Components of a brand

The communications team may be your public relations, event planning or
graphic design department. The team works closely with other departments to
ensure it understands the dynamics of the NSO and the information that needs
to be communicated either internally or externally. The communications team or
department plays a crucial role in an NSO’s success. Behavior
Do you have a communications team within your NSO? YES NO Brand behavior is all about how your brand reaches out to people and how they
respond back to you.
What does the team structure look like and how are the roles divided?

Do you measure your brand impact on Scouts or non-Scouts?

What is the structure you would like to have?

Image
Do you work with communications volunteers, paid staff or consultants?
How do people look at Scouting in your country?

The overall objective of WOSM’s Communications and

Messages
Strategic Engagement strategy is to inform and inspire all Does your messaging reflect the brand style?
stakeholders to: Is your messaging effective and interactive across all platforms?
• Recognise the value and relevance of Scouting;
• Speak positively and accurately about Scouting;
• Work in mutually beneficial partnerships to:
- Support Scouting (by providing time, funding, educational resources, or
other resources);
- Create positive social impact in line with the Mission of Scouting;
All this happens while also building effective internal communications that promotes
shared values and the unity of the Scout Movement.

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Elements of effective
Communication
Communications is about relaying a message and ensuring that your message
is received by your audiences. This is why it is crucial to understand who your

Consistency audiences are and to determine the best communications tools and platforms to
reach them.

Is your brand and messaging consistent across communications and platforms? Each NSO has internal and external audiences, and the channels you choose to
reach them will be likely be different for each group.

Internal audiences may include Scouts, volunteers, staff, etc.

External audiences may include non-Scouts, partners, donors, media, etc.

Do you keep the same style in different communications products? Internal communications
What are your internal communications practices and and the frequency of your
communications?

What tools do you use for internal communications? i.e. email, newsletter

Do you have an internal communications strategy? Or are you looking to develop

one?
Does your brand reflect your internal values,
mission and vision?

Who are your key internal audience(s)?

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Do you work with translators or interpreters?

How successful is your internal communications at reaching

young people? Are you using the right digital tools and
channels to connect with youth?
YES NO
Terminology
As a movement that promoted environmental
Do you have a Scouting glossary for your team to have a reference of terms?
consciousness and sustainability, how environmentally
friendly are your communications? Do you opt for using
digital over physical or printed materials?

Are you familiar with WOSM’s communication style book?

Style guide
The tone of voice used in your communications reflects what your organisation is all
about. When messages are created or design work is started, your tone of voice is a
reference to shape them.

External communications Tone of Voice

External communications refers to all communications and interactions occurring
• How would you describe the tone of voice used in your
between the NSO stakeholders (including individual Scouts and adult volunteers,
communications? i.e. formal, youthful
NSO membership and WOSM) and external parties with which the NSO does not
have an institutional relationship. Notably, this includes crisis communications with
external audiences. Here are several questions to ask ourselves to develop our
external communication:

• Does your tone of voice differ on social media compared to other

Language communications, or are you using the same tone of voice across all
of your communications?
How many languages are you currently using in your official communications?

Are you thinking of expanding to more languages?

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Are you analysing the performance of your social media posts?

Corporate tone
A corporate tone is one that is more formal and official.

Do you use a corporate tone?

Would a social media strategy guide help you?

In which communications do you use a corporate tone? What social media channels are you using and how are these channels performing
(engagement and follow per week)?

Social media tone

What tone do you use on your social media channel(s)?
Brand Ambassadors for your NSO
A brand ambassador is a person or public figure who has some influence in your
community and can be affiliated with your NSO to strengthen your brand image in
the country.

1. Would you like to have a brand ambassador?

Do you know who your audience is on the different channels?

2. Is there someone of influence you have in mind?

As the world’s leading educational youth Movement,

we aim to promote a common tone of voice through our
communications. This tone is often: 3. Would you like to have guidelines to help support you in on-boarding
• Youthful • Inclusive a brand ambassador?

• Active • Easy to understand

• Positive • Not too academic

Learn more about working with Brand Ambassadors here

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Image Policy and

BRAND PERSONALITY SLIDER
Place a dot on the spectrum
Organisational Image
3 2 1 0 1 2 3 Brand identity
Simple Complex The display of your logo in different formats is an important part of your guidelines.
This could include size restrictions, colors to use, and how your logo should be
Youthful Formal displayed on different backgrounds. Sometimes it can be beneficial to show how
logos should NOT be displayed. Seeing your logo stretched in odd ways or put on
difficult-to-read backgrounds is not ideal.
Subtle Obvious
Do you have a visual identity?
Engaging Informational

Friendly Authoritative

Playful Serious

Unconventional Conventional How long has your visual identity been present in your country?

Approachable Elite

Casual Elegant

Weak Strong

Adopting the WOSM Brand

NSOs are allowed to use the protected logos for the promotion of Scouting and for
non-commercial purposes at no cost. However, NSOs are expected to obtain non-
commercial licenses in advance. The forms for requests for commercial and non-
commercial licenses are herein attached for reference.

Learn more about WOSM brand adoption and licenses here

Typeface
Brand guidelines will include typefaces and families, font sizes, and the hierarchy of
the fonts your brand uses.

Colours
These are the colors that make up your brand. It may be wise to not use too many
color options. Brand guidelines should include RGB and CMYK color codes, so your
colors stay consistent between web and print formats.

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Image policy Co-branding
Imagery could include the style of photographs and wordmarks that your NSO is Do you co-brand any programmes or activities with partners?
advised to use on your website or marketing materials and publications.

Do you have a repository for photos?

Do you have guidelines for co-branding with partners?

Do you have a policy for photos in your country?

Brand Alignment
Brand alignment is a measure of how well your NSO fulfils its brand in terms of
tone, imagery and visual identity. The strength of your brand alignment is driven
by how well your team and sub-groups across your organisation understand,
Want to learn how to take great photos? communicate and deliver on your brand’s key messages.
Check out our guidelines on imagery here
Is your team on the same page when it comes to describing your brand,
programmes and services?

Iconography, symbols and emblems

Do you have icons for activities or national programmes?

Is there confusion within your team about what to communicate and how?

Corporate identity
Do you have specific stationary for your NSO (letterhead, business cards, etc.)? Does everyone understand the difference between internal and external audiences
and where they overlap?

Applications
Do you have flags or signs for your NSO headquarters?

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How was the interaction and engagement on your posts?

Communications and
very bad bad moderate
good very good

marketing: The digital Your brand on social media should come from the imagery you choose (think Scout
scarves, outdoors, badges, etc.). You don’t have to worry about watermarks or
logos. Do credit photographers and videographers appropriately.

branding experience You can find some social media tips here

Non-profit marketing includes activities and strategies that spread the message of
an organisation, as well as to solicit donations and recruit and engage members Brand platforms - repository of assets
and volunteers. Non-profit marketing involves the creation of logos, slogans, copy,
Where do you keep your visual assets, such as photography, video, or other
as well as the development of a media campaign to expose the organisation to the
branding elements?
public. The goal of non-profit marketing is to promote the organisation’s ideals and
causes to get the attention of potential volunteers and donors.

Social media channels Do you use certain digital and information technology platforms in your NSO?
Social media is now dominating the digital marketing world. There are great (ex: Slack, Dropbox...Etc) Yes No
advantages to this, because these platforms are accessible to everyone and, with
What kind of tools, software or platforms do you use?
patience, it is possible to build a successful following organically. Paid marketing
via social media ads is also an inexpensive and effective way to get your content
seen by a targeted audience. It is more important than ever that social media
be included in your NSO’s communications strategy and that you have staff or
volunteers dedicated to ensuring these accounts remain active on a consistent
basis. Each employee and volunteer can help make your social media use
successful through a concerted, grassroots social media marketing effort.

Do you post frequently and consistently to your organisation’s

social media channels? Design tools
Does your NSO have computers equipped with design software or platforms?
Daily Weekly When needed

Have you run any social media campaigns?

Does your NSO have computers equipped with design platforms or you count on a
‘bring your own computer” method

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Branding
Website
Does your NSO have a website?

YES NO

implementation plan
If YES

How effective is your website?

It is often advised to divide your project into multiple milestones to help you
measure the quality of the implementation process and monitor the budget.

Is your website also a resource centre for your members? In the following few pages, you can find a simple sheet that can guide you through
the milestones for your branding plan.

BRAN
D AS
SET
WHO
WE
Miss ARE
ion
Vison Who
Value
s Due
BRAN Guidi Date
D AS ng Pr
SET Bran incipl Delie
WHO d/Di es very
WE Corp vision Date
Miss ARE or Stru Note
ion Bran ate St cture

Do you work on developing, enhancing and updating your website?

Vison Who d/Di aff
Mark vision Hiera
et Re rchy
Value per
sear
s Du
ch e
Guidi CORE Date
ng Pr MESS
Bran incipl AGES Delie
d/Di es Posit
ioning very
Corp vision Date
Stru Tagli State
orate cture ne/S ment Note
Bran logan
d/Di Staff Hi Bran
Mark vision erarch d At
et Re y pe tribu
sear r tes
ch TARG
CORE ET ED
MESS MESS
AGES Targ AGES
Posit et Audie
ioning Key nce
Tagli State Mess Profi
ne/S ment Bran ag ing les
Bran logan d Vo Strat
d At ice egy
tribu Style
tes guide
TARG Term
ETED inolog
MESS y
Targ AGES BRAN
et Au D ST
Key dienc ANDA
Mess e Pr Gr
aging ofi les aphic RD S MA
Bran Strat Stan NUAL
d Vo egy Print dard
Style ice s Ma
guide Web nual:
Term
inolog Logo
y Libra
BRAN Logo ry
D ST Guide
ANDA Color lines
Grap RDS Palet
hic St MANU te De
anda AL Typo
Print rds grap finitio
Manu Imag hy Gu ns
Web al: ery idelin
Guide es
Logo Appli lines
catio
Libra Crea n Gu
Logo ry tive idelin
Guide Asse es
Color lines Bran ts Lib
d Re ra
Palet gister ry
Typo te De GENE ation
grap finitio
hy Gu ns RAL/
Imag idelin OPER
ery es Busin ATIO

If NO
Appli Guide ess
lines Card NS
catio Lette s
Crea n Gu rhea
tive idelin d
Asse es Micro
Bran ts Lib soft
d Re rary Email Word
gister Signa Lette
GENE ation ture rhea
d Te
RAL/ mplat
OPER e
Busin ATIO
ess NS
Lette Card
rhea s
d

How useful is it for you to have a website?

Micro
soft
Email Word
Signa Lette
ture rhea
d Te
mplat
e

Do you have a plan for a website in your strategy?

If you need more assistance on branding,
we’re ready to help.
In-person support from our team of experts is available to help NSOs develop,
update, or realign their branding and visual communication strategies, and
provide guidance on commercial and non-commercial licenses in relation to the
World Scouting brand. Consultants are also able to provide in-person training
for staff and volunteers in the area of graphic design, branding and audio-visual
production, and in the development of communication campaigns.
You can always find
inspiration on these websites: Check out the WOSM Services platform

Pinterest, Dribbble and Behance

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Branding/Rebranding
BRAND ASSET Who Due Date Delievery Date Note
Implementation Check List
WHO WE ARE
Business Envelopes
Mission
Labels
Vison
Notepads
Values
Signage:
Guiding Principles
External Primary Signage
Brand/Division Structure
Entrance/Door Signage
Corporate Staff Hierarchy per
Exterior Directional Signage
Brand/Division
Market Research Interior Primary Signage
Interior Directional
CORE MESSAGES
Vehicle:
Positioning Statement Cars/Trucks/Vans
Tagline/Slogan Promotional Items
Brand Attributes Uniforms/Apparel
Scarf
TARGETED MESSAGES
T-shirts
Target Audience Profiles
NSO/NSA Badge
Key Messaging Strategy
Shoulder badges
Brand Voice
Name Badges/Guest Badges
Style guide
Terminology HUMAN RESOURCES

BRAND STANDARDS MANUAL Employee Handbook

Job Descriptions
Graphic Standards Manual:
Training Materials
Print
Recruitment Material Formats/Signa-
Web tures
Logo Library Employment Agreements

Logo Guidelines HR Branded Folder

Color Palette Definitions Corporate Overview and Welcome

Letter
Typography Guidelines
Imagery Guidelines SOCIAL MEDIA

Application Guidelines Social Media Guidelines

Creative Assets Library Welcome Video
Brand Registeration Recruitment Ad Format
Account Creation/Set Up/Brand
GENERAL/OPERATIONS
Social Media Calendar
Business Cards
Facebook
Letterhead
Twitter
Microsoft Word Letterhead Template
LinkedIn
Email Signature
YouTube
Fax Cover Sheet Pinterest
Invoice Template Instagram
Google+

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Notes
MARKETING/COMMUNICATIONS

Website:
Internet ...........................................................................................................................................................
Intranet
Blog ...........................................................................................................................................................

Web Analytic Setup

...........................................................................................................................................................
Print/Digital Collateral:
Brochures ...........................................................................................................................................................
Product Sheets
Sales Materials ...........................................................................................................................................................

Folders
...........................................................................................................................................................
Posters
Scout shop
...........................................................................................................................................................
Sales Materials
Sales One-Sheets/Product Sheets ...........................................................................................................................................................
Sales Video
...........................................................................................................................................................
Mass Email Templates
Print/Web Ads
...........................................................................................................................................................
Public Relations:
PR Plan/Outline ...........................................................................................................................................................
Press Release
...........................................................................................................................................................
Press Kit
eBlast Template
...........................................................................................................................................................
Internal Communications:
Annual Report ...........................................................................................................................................................
Certificates
...........................................................................................................................................................
Annual/Quarterly Reports Signatures
Trade Show/Webinar/Seminar Mate-
...........................................................................................................................................................
rials
Rebrand Launch Event
...........................................................................................................................................................
LEGAL/FINANCE
...........................................................................................................................................................
Corporate Filing Documents
Trademark Documents ...........................................................................................................................................................
Contracts/Fine Print
Statements ...........................................................................................................................................................

Check Formats
...........................................................................................................................................................
Credit Applications
Membership/Customer Agreements ...........................................................................................................................................................
Sales Order Forms
Account Application Forms ...........................................................................................................................................................

......................

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© World Scout Bureau Inc.

Communications
June 2022

World Scout Bureau

Global Support Centre
Kuala Lumpur

Suite 3, Level 17
Menara Sentral Vista
150 Jalan Sultan Abdul Samad
Brickfields
50470 Kuala Lumpur, MALAYSIA

Tel.: + 60 3 2276 9000

Fax: + 60 3 2276 9089

[email protected]
scout.org

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