Brand Tone

Friendly and Approachable, Encouraging and Positive, Inspirational and Adventurous, Community-Oriented, Trustworthy and Supportive

Brand Values

• •Youth Development
• •Community Involvement & Service
• •Adventure and Outdoors
• •Inclusivity
• •Safety
• •Respect and Integrity
• •Learning by Doing
• •Sustainability

Best Practices

• •Always Emphasize the "Why": Connect products back to the core values of Scouting – adventure, learning, community, and youth development. Remind customers that their purchase has a purpose beyond the item itself (supporting Scouts Canada).
• •Use Inclusive and Positive Language: Speak to all members of the Scouting community and focus on the positive impact and opportunities Scouting provides. Avoid jargon where possible, or explain it simply.
• •Be Authentic and Relatable: Share stories or use imagery that reflects real Scouting experiences. Use a conversational and friendly tone that resonates with both youth and adult leaders/parents.
• •Focus on Benefits, Not Just Features: Instead of just listing product specifications, explain how the gear helps Scouts achieve their goals, learn new skills, or have better adventures (e.g., "This durable backpack will see you through countless hikes and camps" rather than just "50L capacity nylon backpack").
• •Maintain a Clear Connection to Scouts Canada: Consistently reinforce that ScoutShop is the official supplier and that proceeds support the broader organization's mission. This builds trust and highlights the unique value proposition.

Social Perception

Positive Association with Youth Development, Seen as the Official Supplier, Support for a Cause, Concerns about Cost/Value, Perception of Traditional vs. Modern, Trust and Safety

Copy Examples

• •Headline: Gear Up for Adventure! Your Journey Starts at ScoutShop. Body: Every knot tied, every trail explored, every campfire shared – it all begins with the right gear. At ScoutShop, your official Scouts Canada store, you'll find everything you need for your next great adventure. Plus, every purchase helps support young Canadians in discovering their potential. Shop now and make a difference! Call to Action: Explore New Arrivals
• •Headline: More Than Just a Uniform. It's a Promise. Body: The Scout uniform represents a commitment to learning, leadership, and community. Find official, durable uniforms at ScoutShop that are ready for every challenge and adventure. Wear it with pride, knowing you're part of a movement building a better world. Call to Action: Find Your Uniform Size
• •Headline: Little Scouts, Big Discoveries. Body: From their first Beaver Buggy to earning new Cub badges, ScoutShop has all the essentials for our youngest adventurers. Nurture their curiosity and help them grow with gear designed for fun, learning, and safety. Because every great journey starts with small steps. Call to Action: Shop Beaver & Cub Gear
• •Headline: The Outdoors is Calling. Answer it Prepared. Body: Don't let anything hold you back from exploring the beauty of Canada. Our curated selection of camping gear, from sturdy tents to essential tools, ensures you're ready for whatever nature has in store. Adventure safely and confidently with ScoutShop. Call to Action: Discover Camping Essentials
• •Headline: Invest in Their Future. Support Scouting Today. Body: When you choose ScoutShop, you're doing more than buying gear; you're investing in the development of capable, confident, and well-rounded young Canadians. Every dollar spent stays right here in Canadian Scouting, helping youth build skills for life. Call to Action: Learn How Your Purchase Helps