Brand |

Our Strategic Priority
Transform the Girl Scout image with a compelling, contemporary brand that inspires girls and adults of every racial and socioeconomic background to join.

Brand—Who Are the Girl Scouts?
Who are the Girl Scouts?

We're the go-to place for girl leadership.

But it's not enough to be it—we also need to tell the world!

We're hard at work to inspire girls and volunteers to join, donors to contribute, and the public at large to support our efforts.

How? We've completed the first phase: a multi-tiered brand strategy campaign that provided a thorough assessment of our brand's strengths and challenges. In phase two, we are leveraging our longstanding and indisputable position as the premier voice for girls and leading expert on their growth and development.

Why? To ensure that the relationship we build with girls and adult members is compelling, relevant, and lasting.