Brand Xp

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Brand Xp

  1. 1. <ul><li>THE BRAND EXPERIENCE </li></ul>
  2. 2. What is a 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 our organization. But, a brand is also more than just the image that we want others to have of us; it is also a description of the organization that we want to be. A brand is an expression of your actions and what you do every day. Why do we have a global brand?
  3. 3. <ul><li>Elements </li></ul><ul><li>• Our competitors </li></ul><ul><ul><ul><li>(organizations offering similar products to our target audiences) </li></ul></ul></ul><ul><li>• Target audiences </li></ul><ul><ul><ul><li>(our potential members, enablers and supporters) </li></ul></ul></ul><ul><li>• Physical manifestations </li></ul><ul><ul><ul><li>(the first interaction point to AIESEC for our target audiences) </li></ul></ul></ul><ul><li>• Benefits </li></ul><ul><ul><ul><li>(what our target audiences get out of engaging with AIESEC) </li></ul></ul></ul><ul><li>• Our Values </li></ul><ul><ul><ul><li>(reflective of The AIESEC Way) </li></ul></ul></ul><ul><li>• Discriminator </li></ul><ul><ul><ul><li>(what distinguishes us from our competitors) </li></ul></ul></ul><ul><li>• Essence </li></ul><ul><ul><ul><li>(what we do in AIESEC, what we are about) </li></ul></ul></ul>
  4. 4. The Brand Experience: an overview Work abroad opportunities Volunteer abroad opportunities Cultural experiences Skills development Networks Our Competitors Enablers Members Our Target Audiences Supporters Activating leadership Youth driven impactful experience Demonstrating integrity Acting sustainably Activating leadership Enjoying participation Living diversity Striving for excellence Societal impact Personal and professional development International experience Global network Physical Manifestations
  5. 5. Competitors
  6. 6. <ul><li>Our competitors are other organizations that offer similar experiences to our target audiences as we do . </li></ul><ul><li>These include organizations offering: </li></ul><ul><li>• Work abroad opportunities </li></ul><ul><li>• Volunteer abroad opportunities </li></ul><ul><li>• Cultural experiences </li></ul><ul><li>• Skills development </li></ul><ul><li>• Networks </li></ul>
  7. 7. Target audience
  8. 8. <ul><li>O ur target audiences can be divided into three distinct groups of people: </li></ul><ul><li>Members </li></ul><ul><li>Enablers </li></ul><ul><li>(TN takers, mentors and learning/content partners) </li></ul><ul><li>Supporters </li></ul><ul><li>(financial and in-kind partners, Board of Advisors) </li></ul>
  9. 9. Physical manifestations
  10. 10. <ul><li>Physical manifestations </li></ul><ul><li>The external touch points(or interaction points) our target audiences have with AIESEC </li></ul><ul><li>Marketing materials </li></ul><ul><li>Visual branding guidelines </li></ul><ul><li>Physical meetings, website, conferences </li></ul><ul><li>Code of ethics </li></ul>
  11. 11. <ul><li>Massage time! </li></ul>
  12. 12. Benefits
  13. 13. <ul><li>Benefits are what our target audiences (or stakeholders) get of engaging with AIESEC. </li></ul><ul><li>These are the benefits that our target audiences experience when they interact with AIESEC : </li></ul><ul><ul><li>Societal impact </li></ul></ul><ul><ul><li>Personal and professional development </li></ul></ul><ul><ul><li>International experience </li></ul></ul><ul><ul><li>Global network </li></ul></ul>
  14. 14. Values
  15. 15. <ul><li>our values dictate how we should act according to our value system for the organization </li></ul><ul><li>our values also represent what our target audiences experience and live when they interact with AIESEC </li></ul><ul><ul><ul><li>• Acting sustainably </li></ul></ul></ul><ul><ul><ul><li>• Demonstrating integrity </li></ul></ul></ul><ul><ul><ul><li>• Activating leadership </li></ul></ul></ul><ul><ul><ul><li>• Enjoying participation </li></ul></ul></ul><ul><ul><ul><li>• Living diversity </li></ul></ul></ul><ul><ul><ul><li>• Striving for excellence </li></ul></ul></ul>
  16. 16. Differentiator
  17. 17. <ul><li>Differentiator </li></ul><ul><li>What makes us unique </li></ul><ul><li>What sets us apart from the competition </li></ul><ul><li>How we do what we do differently than our competitors </li></ul><ul><li>Three concrete things that combined set AIESEC apart include: </li></ul><ul><li>Youth driven – the concept that AIESEC is run by youth for youth </li></ul><ul><li>Impact/activating positive leadership – making a positive impact on society </li></ul><ul><li>Integrated experience – the AIESEC experience comprised of leadership opportunities, an international exchange and a global learning environment </li></ul><ul><li>= Youth driven impactful experience </li></ul>
  18. 18. Essence
  19. 19. <ul><li>Essence </li></ul><ul><li>The essence of activating leadership can be captured </li></ul><ul><li>in three simple elements: </li></ul><ul><li>• AIESEC is the platform - individuals drive their own experience </li></ul><ul><li>• We help individuals to both develop and discover their potential </li></ul><ul><li>• Our ambition is to develop people that will have a positive impact on society </li></ul>
  20. 20. Time out  RELAX

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