Brand Guide

Download the Brand Guide Download Abbreviated Brand Guide

The purpose of this branding document is to help you clearly and consistently represent the SCORE brand. This guide includes things like SCORE’s Elevator Pitch, Value Proposition, Target Clients, Voice and Tone Guidelines, and SCORE Brand 101 when creating marketing materials for SCORE.

What is SCORE Brand?

The SCORE brand is what people think about us -- the impressions when seeing our logo, hearing our name or experiencing our services.

Clear and consistent messaging across all marketing methodologies and channels is vital to building effective brand awareness. This brand guide demonstrates how to talk about and represent SCORE as accurately and effectively as possible in order to make the most impact with our clients and other stakeholders.

To Build a Great Brand We Need To:

• Clearly communicate the value we bring to our clients and
• Be consistent, in all we say, show and do. Consistency shapes perceptions eliminates confusion and thereby helps us with brand awareness.

Why is this Important?

The SCORE “brand” encompasses what impressions people have when they think about the organization or see and hear the name “SCORE.” For more than 50 years, SCORE has served as America’s premier source of confidential business mentoring and education through a nationwide network of volunteer, expert business mentors, with approximately 10,000 volunteers in more than 240 chapters and 1,500 communities nationwide. Since its founding in 1964 as a resource partner for the U.S. Small Business Administration, SCORE has helped more than 11 million current and aspiring entrepreneurs to start, grow or troubleshoot a business through mentoring, workshops and educational services. 

SCORE volunteers are the lifeblood of the SCORE brand, and their efforts must be driven by the needs and wants of our clients, as well as SCORE’s officially-stated “Mission, Vision and Values.” Each conversation, piece of correspondence or marketing effort is an opportunity to strengthen the impression that SCORE provides to its audiences. Consistency in how we promote and talk about SCORE is key in building effective brand awareness.