BSA Brand Identity

Telling the Scouting Story

Corporate Brand


Among the many leadership qualities each Scout learns is organization. Leading by example, the Scouting family contains three brand groups:

Think of the Boy Scouts of America as the big brother of Scouting. It’s the overarching brand of all other Scouting sub-brands and brand extensions.


Little kids to young adults. Boys and girls. Shy or adventurous. From age 7 to 21, there’s a Scouting home for everyone, with room for advancement throughout the organization.


These strategic business units are extensions of the Boy Scouts of America brand that play a role in specific program initiatives and special events.

MORE THAN A THEME, It’s our promise.

It was there when man first walked on the moon. And when a president struck a blow to an iron curtain with a single speech. It
was there when Scouts across the country rallied to provide relief in the wake of Hurricane Katrina.

For more than 100 years, it has been in the heart of every Scout who ever overcame one of life’s challenges. It is the value of being prepared — the core of Scouting and a statement that inspires a lifetime of character and service. As we look to a new century of Scouting achievements, we light a new fire in the next generation of Scouts. We shall instill in them the honor and integrity that comes with being a Scout. We will build their character and ensure they are prepared for something more. We will prepare them for life.



The best brand messages are also the simplest. Common purpose. Clear objectives. In just three words, the Boy Scouts of America theme communicates the integrity, commitment, and enthusiasm of Scouting’s time-honored ideals.

  • Boy Scout Brand Promise: For people who care about what is happening to kids, Scouting is the fun, exciting program that builds better young people.
  • Unique Selling Proposition: Scouting’s programs and outdoor adventures prepare young people for a lifetime of character and leadership.
  • Boy Scout Brand Vision: Making our country better
  • Boy Scout Brand Mission: To prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law.

Prepared. For Life.® is the culmination of the effort that goes into delivering on the brand promise, vision, and mission. It embodies the fun experiences and life lessons that only Scouting provides. Most important, it conveys the confidence, dedication, and passion each Scout discovers to lead a successful life.



Brand Position, Personality, and Communication Elements Built on strong character and values.

Like looking through a pair of binoculars, Prepared. For Life.® brings the goal of Scouting into focus. The beauty of the theme is its simplicity and directness. But it’s only as strong as the brand personality and communication elements at its foundation. Crafting messaging on these enduring values will maintain consistency and clarity of the Scouting brand.


Brand Position

  • Single-minded
  • Enduring
  • Timeless
  • A unifying element that leads to strong ideas that can be executed across the marketing mix
  • Differentiation
  • Staking out a unique territory among competitors in which to operate

Brand Personality

  • Trustworthy
  • Adventurous
  • Patriotic
  • Faithful

If a Scout walked up to you on the street, these are the words you would use to describe his appearance and attitude. Not to mention the fact that he’d offer to help you across the intersection and show you the path of least resistance to your destination. These are the human qualities that will forever make Scouting truly unique among all youth organizations.

Communication Elements

Adventure: It’s a big world. Pack a map. Scouting is many boys’ introduction to the great outdoors and, most important, a lesson on their place in it. Now, let the adventure of a lifetime begin.

Leadership: Scouting builds leaders. Former Scouts sit on the boards of global corporations, walk the halls of the White House, and have been known to occasionally go hiking on the moon. The life lessons they learn in Scouting help them make good decisions throughout life.

Learning: Many Scouts achieve more before the age of 18 than some people do in a lifetime. Best of all, they do it to not only improve themselves, but also their communities and country.

Service: There are many paths to follow in life. With the invaluable guidance of adult leaders, Scouts are better prepared to enjoy their lifelong journey that leads them to personal success.