2. Why are we here?
2
Experience of Girl Scouts
Business of Girl Scouts
Story of Girl Scouts
Culture of Girl Scouts
Reach more GIRLS
Higher IMPACT
Increased INVESTMENTS
Effective OPERATIONS
Stronger BRAND
3. What does “Stronger Brand” mean?
3
Brand IS:
• Brand is personal
• Brand is emotional
• Brand takes time to build
• Brand takes effort to support
• Brand is ever evolving
Brand IS NOT:
• Brand is not marketing
• Brand is not a logo
• Brand is not an identity
• Brand is not a product
• Brand is not static
5. 5
What is G.I.R.L.?
G L
I R
Go-getter Innovator Risk-taker Leader
Express vision,
ambition, and persist
through challenges
Problem solve with
creativity, curiosity,
and resourcefulness
Make decisions,
face fears, take on
new experiences
Empathize, identify
strengths, and
empower others
11. Reflect on your own G.I.R.L. experiences and then
move to the letter that best fits you.
11
G.I.R.L. Mapping
When were you most proud in this role/letter?
How does this quality you have help your team?
Move to the letter that least describes you.
13. Your role as a G.I.R.L. Champion
13
Learn to speak, live and act
through G.I.R.L. mindset.
Ignite the concept within your
team.
Facilitate G.I.R.L. experiences at
future ASLEs.
[GSUSA lead]
JB - GSUSA wanted to build a stronger brand by re-igniting the passion and enthusiasm for the Girl Scout brand. We are here to bring the G.I.R.L. platform to life by taking the lead like a Girl Scout. (pg. 4-5)
JP - What does a stronger brand mean? (pg. 5-6)
The concept of brand is often misunderstood. Here are some common myths:
1. Brand is not marketing
2. Brand is not a logo
3. Brand is not an identity
4. Brand is not a product
5. Brand is not static
Brand is personal, emotional, takes time to build, and so forth. Brand is a gut feeling about a product, service or organization because people are emotional human beings. This correlates with this video most of all have seen before from Ted Talk, Simon Sinek’s “Start With Why”. How he talked about the purpose, cause, or belief that inspires you to do what you do. And how it begins with Golden Circle of Why you do, how you do and what you do.
Aligning on this brand promise and the brand experience will create the most solid foundation for moving our organization forward to increase number of girls, serve more girls and serve girls more.
[GSUSA lead]
JB We’re all here as G.I.R.L. Champions, but what does G.I.R.L. really mean?
G.I.R.L. is our new platform to describe how we take the lead everyday. G.I.R.L. experiences and skills create our idea of leadership—leadership, the Girl Scout way—through everything we do. It’s at the heart of who we are as a Movement, what our program is all about, and the way that we build a stronger brand internally and externally.
JB
G is for Go-Getter. This is someone who is a self-starter, doer, bold, honest, driven, hand-raiser, ambitious and more.
JP
I is for Innovator. This is someone who is a brainstormer, original, resourceful, curious, experimenter, thinks outside the box and more.
JB
R is for risk-taker. This is someone who is a open-minded, steps up, an entrepreneur, brave, strong, daring, confident and more.
JP
L is for Leader. This is someone who is passionate, kind, responsible, confident, optimistic, appreciate and more.
[GSUSA lead]
JP Your role as a G.I.R.L. Champion is to help us build a stronger brand.
1. As Council and as staff, represent G.I.R.L. across the movement
2. Embrace the G.I.R.L. in you
3. Integrate G.I.R.L. in everything, everywhere we touch (volunteers, leaders, girls, etc.)
As a G.I.R.L. Champion you will speak, live, act and ignite through G.I.R.L. mindset.
JB
Now for some moving around! As you can see around the room there are 4 letters, G.I.R.L. Reflect on your own G.I.R.L. experiences and then move to the letter that best fits you. While you do that we are going to play the anthem provided by GSUSA called “Watch Me Shine”. We have it available for staff to download, but leaders can download them on iTunes.
JP
Within each letter, break into groups of 4-5 and ask among yourselves:
1. When were you most proud? In this role/letter?
2. How does this quality you have help your team?
JP
When were you most proud? In this role/letter? An example would be when you were a risk-taker when performing in front of a large audience.
2. How does this quality you have help your team? An example would be how does being a leader or risk-taker have value in your team?
Would anyone like to share?
JB 1. Was there anything surprising?
2. HOLD for second question
Would anyone like to share?
JP
Have staff go back to their seats and ask if anyone would like to share thoughts/experience
JP.
We plan to create a committee full of G.I.R.L. champions. Over the next few days, we’ll be recruiting G.I.R.L. champions!
As a G.I.R.L. champion, you will
Learn to speak, live and act through the G.I.R.L. mindset
Ignite the concept within your team.
Facilitate G.I.R.L. experiences at future ASLEs.
