Our brand purpose
We help all girls know they can do anything.
When broken down our brand purpose feels like this:
We help
Girlguiding is an enabler and a supportive organisation.
Using ‘we’ relates to the importance of togetherness and belonging.
all girls
We're an inclusive organisation, and everything we do aims to bring the guiding experience to as many girls as possible. This reinforces the collective community that powers Girlguiding.
know they
This is direct and conclusive. It reflects the courage and confidence of what we offer to girls and what we want to instill in girls.
can do anything
‘Do’ is active, and speaks to participation, and the attitude of trying things out, ‘in the moment’.
It works on 2 levels: it's both the many and varied activities we offer week in week out, and also a mindset that girls can take out into the world. It's a way of seeing the hundreds of possibilities waiting for them to get stuck into.
Our unique offer
Explore
We help girls think big and be bold. We catch them if they stumble and encourage them to try again.
We show them a world of possibilities big and small. We're so much more than Scouts for girls.
Have fun
Girlguiding is about everyone joining in.
Each girl can choose her own path through our activities and events. It's not about competing - it's about trying your best and having fun along the way.
Belong
At Girlguiding, girls connect with friends they trust, leaders and mentors they admire, and a global family through WAGGGS.
All girls are welcome here - whoever they are, and wherever they are in the UK.
We're a family
Our sections are our sub-brands for girls
Each one has a distinct identity, designed to appeal to girls at certain ages as they grow.
Girlguiding is our master brand
This is the look, feel and tone of our charity. It's how we create the right impressions and connect with the people who can make us stronger: our volunteers, partners, supporters and other organisations.
The Girlguiding master brand connects everything
This underpins the section brands, showing that we're one unified family. It links the sections under a single brand purpose.
Our personality
These 4 characteristics guide how we speak, look and behave:
Encouraging:
Helpful and positive
Welcoming:
Making sure all girls feel like they belong
Curious:
Open minded and inquisitive
Courageous:
Always willing to have a go
Rainbows are:
Playful and carefree
Brownies are:
Energetic and excitable
Guides are :
Supportive and imaginative
Rangers are:
Proactive and optimistic