What is Branding? 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.
The objective of a good branding is: • Delivers the message clearly • Confirms your credibility • Connects your target prospects emotionally • Motivates the target audience • Concretes Loyalty • Creates organization identity
Why we have a global Branding? Having a global brand allows AIESEC: • To be more consistent and credible. • To attract more stakeholders and give AIESEC a clear competitive advantage. • To attract the right stakeholders and to set the right expectations. • To align the organization to globally leverage the AIESEC Experience.
BRAND EXPERIENCE The Brand Experience is a simple way to understand how our target audiences (members, supporters and enablers) experience (or interact with) the AIESEC brand. The interactions and touch points they have with AIESEC will shape the impression of what AIESEC is to them, and by being conscious of this we can manage the kind of experience we would like our target audiences to have with AIESEC.
Brand Visual Guidelines <ul><li>AIESEC Logo </li></ul><ul><li>Introduced in 1991, the AIESEC logo remains a relevant and important component of the AIESEC brand Identity. </li></ul><ul><li> </li></ul><ul><li>The logo Design shows: • Young people gaining definition as they come out of the blue Mass • Young people forming themselves as individuals for the future </li></ul>
Description <ul><li>The Global Descriptor is preferred (not require) to accompany the AIESEC Logo. The descriptor supports the AIESEC logo in people understanding more about the organization at first view itself. It always has to be on the bottom of the logo. </li></ul>
Color The representative color of AIESEC is the White, Blue and Orange. Each of them has its specific color combination.
Clear Space <ul><li>For MS Office, web and promotion tools, the recommended placement for the logo is to bleed off the left or bottom side of the page and cover 80 percent of the page. The logo should be placed prominently on any materials and should not be placed as a background, within text, or underneath text or images. </li></ul>
Color Combination <ul><li>Other than the AIESEC logo colors we use other colors to represent stockholders. This is very important to take into consideration for all materials that are focus for a specific stockholder. </li></ul>
Other Visual Media <ul><li>AIESEC XP </li></ul><ul><li>AIESEC XP is a diagram that shows the different steps in the AIESEC experience. This diagram is really important because it is use world wide and is considered as part of the AIESEC Identity. This is why is fundamental to maintain its integrity, by avoiding editing the image and changing its meaning. </li></ul>
<ul><li>Others </li></ul><ul><li>They are many other logos and images that we can use but we can’t edit or change. Here are some of them: </li></ul>
Make an AIESEC Logo <ul><li>In AIESEC we can make logos for congress, activities, programs, etc., this is completely fine but there are some rules that has to be considered. </li></ul><ul><li>The logo can’t be use to replace the AIESEC logo, it has to be with a certain purpose, like a congress or activity. </li></ul><ul><li>You cant you the Official AIESEC or any of its parts or characteristics, to do another logo. </li></ul><ul><li>The word AIESEC can be use if it’s in capital letters. </li></ul>