Agenda 1.0 History of the AIESEC Brand 1.1 What is a brand? 1.2 Why do we have a global brand? 1.3 Brand Promise vs. Brand Experience: an evolution 2.0 The Brand Experience 2.1 An overview 2.2 Our competitors 2.3 Our target audiences 2.4 Physical manifestations 2.5 Benefits 2.6 Differentiator 2.7 Essence 3.0 Filter tool – how to use the Brand Experience in practice 3.1 Assessing your results
1.0 History of the AIESEC Brand
What is a brand? 1.0 History of the AIESEC Brand
A brand is more than just a logo, slogan or a colour scheme; it is the image and reputation that we want others to associate with ourorganization.
A brand is the image and reputation that we want others to associate with our organization.
A brand is also a description of theorganization that we want to be.
A brand is an expression of your actions and what you do every day.
What is a brand? 1.0 History of the AIESEC Brand
Our global brand is represented through our living The AIESEC Way.
Our “Brand Experience” is the experience wewant ourstakeholders (members, supporters and enablers) to live when they interact with AIESEC.
The closer we can make thisexperience to the entirety of our Brand Experience the more we are strengthening our global brand every day.
Why do we have a global brand? 1.0 History of the AIESEC Brand to be more consistent and credible to attract more stakeholders and give AIESEC aclear competitive advantage to attract the right stakeholders and to set the right expectations to align the organizationto globally leverage the AIESEC Experience
Brand Promise vs. Brand Experience: an evolution 1.0 History of the AIESEC Brand Brand Promise (2004)
difficult to apply to products
quite internally focused
not providing reasons for partners to engage with AIESEC rather than our competition
made up of words that we felt best described AIESEC
no clear plan on how to use it in practice
Brand Promise vs. Brand Experience: an evolution 1.0 History of the AIESEC Brand Brand Experience (2007)
a tool used to filter everything we do to understand its alignment to our brand, which in the endsupports in its strengthening
first considers the outside environment and looksinward
reflects how our stakeholders actually experience our brand when they interact with AIESEC
reflects how we do thingsdifferently than our competitors
2.0 Brand Experience
Brand Experience 1.0 History of the AIESEC Brand
Brand Experience - overview 2.0 Brand Experience Brand Experience A simple way to understandhow our target audiences (members,supporters and enablers)experience (orinteract with) the AIESEC brand. The interactions and touch points they have with AIESEC will shape the impression of whatAIESEC is to them, and by being conscious of this we can manage the kind of experience we would like our target audiences tohave with AIESEC.
Brand Experience - overview 2.0 Brand Experience Elements • Our competitors (organizations offering similar products to our target audiences) • Target audiences (our potential members, enablers and supporters) • Physical manifestations (the first interaction point to AIESEC for our target audiences) • Benefits (what our target audiences get out of engaging with AIESEC) • Our Values (reflective of The AIESEC Way) • Discriminator (what distinguishes us from our competitors) • Essence (what we do in AIESEC, what we are about)
Our Competitors 2.0 Brand Experience Our competitors are other organizations that offer similar experiences to our target audiences as we do. These include organizations offering: • Work abroad opportunities • Volunteer abroad opportunities • Cultural experiences • Skills development • Networks
Our target audiences 2.0 Brand Experience Our target audiences can be divided into three distinct groups of people: • Members • Enablers (TN takers, mentors and learning/content partners) • Supporters (financial and in-kind partners, Board of Advisors)
Our target audiences - Members 2.0 Brand Experience Characteristics for potential members: • Young people – recent graduates and students • Youth interested in world issues • Those who enjoy challenges • Open minded active learners • Those with an interest in leadership development • Passionate and determined • Those looking for learning and development opportunities
Our target audiences - Enablers 2.0 Brand Experience Characteristics for potential enablers: • TN takers o Companies expanding to other countries o Companies that needs and employees with specific characteristics o Companies with strong CSR or a willingness to start o Issues focused; market leaders • Learning/content partners o Organizations working with issues relevant in society o Global organizations (with global reach) o Research-based organizations o Individuals with specific skills/knowledge/experience in a particular field
Our target audiences - Enablers 2.0 Brand Experience Characteristics for potential enablers: • Mentors o HR companies/specialists o University professors o Alumni o Industry specialists
Our target audiences - Supporters 2.0 Brand Experience Characteristics for potential supporters: • Sponsors, financial and in-kind o Organizations working on similar issues relevant in society o Companies/organizations that are working with youth o Organizations with the same end benefit • Board of advisors o Industry specialists o Alumni o High profile people
includes all the external touch points (or interaction points) our target audiences have with AIESEC
visual branding guidelines (including our logo), but also extends to much more than this
The first interaction point that our target audiences have with AIESEC including everything from physical meetings to our website, conferences, even our Code of Ethics, all shape the way our target audiences will understand AIESEC.
Benefits 2.0 Brand Experience Benefits are what our target audiences (or stakeholders) get out of engaging with AIESEC. These are the benefits that our target audiences experience when they interact with AIESEC: • Societal impact • Personal and professional development • International experience • Global network
Benefits – Societal impact 2.0 Brand Experience
Benefits – Personal and professional development 2.0 Brand Experience
Benefits – Global network 2.0 Brand Experience
Benefits – International experience 2.0 Brand Experience
Values 2.0 Brand Experience
an important part of the Brand Experience
our values dictate how we should act according to our value system for the organization
our values also represent what our target audiences experience and live when they interact with AIESEC
• Acting sustainably • Demonstrating integrity • Activating leadership • Enjoying participation • Living diversity • Striving for excellence
point—how we do what we do differently than our competitors
Differentiator 2.0 Brand Experience Three concrete things that combined set AIESEC apart include: • Youth driven – the concept that AIESEC is run by youth for youth • Integrated experience – the AIESEC experience comprised of leadership opportunities, an international exchange and a global learning environment • Impact/activating positive leadership – making a positive impact on society = Youth drivenimpactfulexperience
Differentiator 2.0 Brand Experience Youth driven - emphasizes energy, passion, emotion, and leadership or leading, essentially what AIESEC is about, also reinforces the fact that we are youth run. Impactful - experience that our stakeholders have when they engage with AIESEC, and the positive impact it can have on them and/or on society. Experience
experience draws together all aspects of the AIESEC experience
global learning environment
Essence 2.0 Brand Experience Essence
explains what we do as an organization.
may not be different to our competitors, but it is the centre of our actions.
AIESEC is about providing the platform and necessary tools for youth to develop themselves, so that they can have a positive impact on their environments.
Essence 2.0 Brand Experience 2.0 Brand Experience Essence 2.0 Brand Experience Essence 2.0 Brand Experience The essence of activating leadership can be captured in three simple elements: • AIESEC is the platform - individuals drive their own experience • We help individuals to both develop and discover their potential • Our ambition is to develop people that will have a positive impact on society
3.0 Filter tool
Filter tool 3.0 Filter tool - a simple set of questions that you can apply to any product or message to check if it is aligned to the Brand Experience or not - tool to help you to indicate what areas need to be improved in order for your product/messaging to be strengthening our brand - to use this tool, you will need to have your product in question with you. Go through the series of questions below and answer them using a “traffic light” system: - green if the answer if completely true - red if it is completely untrue - yellow if it is somewhere in the middle
Filter tool - questions 3.0 Filter tool 1. Is it true to the essence (activating leadership)? 2. Is it true to our differentiator (youth driven impactful experience) and thus different to those offered by our competitors? 3. Is it consistent with or not contradicting any of our values? 4. Is it reflecting the integrated development experience in The AIESEC Way (exchange, leadership, global learning environment) and our current organizational strategy? 5. Is it reflecting at least two primary benefits? 6. Is it adhering to the visual guidelines?
Assessing the results 3.0 Filter tool The result of filtering is an indicator of how closely your assessment reflects the Brand Experience
Green - a very good representation of the Brand Experience and will help to strengthen our global brand
Yellow- some parts of the product need to be worked on a bit more, use the filter tool to help you identify what areas exactly need a bit of work in order to be more reflective of our ideal Brand Experience
- Red- consider how much this product is reflecting our Brand Experience, consider the need of this product in your LC or MC and work out a plan to ensure the product will be redefined in the future