Brand Experience

   

Brand Experience

 Brand Experience

  

Agenda

1.0 What is AIESEC Brand1.1 What is a brand?1.2 Why do we have a global

brand?

2.0 The Brand Experience2.1 An overview2.2 Our competitors2.3 Our target audiences2.4 Physical manifestations2.5 Benefits2.6 Differentiator2.7 Essence

3.0 Filter tool – how to use the Brand Experience in practice

3.1 Assessing your results

 Brand Experience

1.0 What is AIESEC Brand

  

What is a brand?

1.0 What is a brand?

• A brand is more than just a logo, slogan or a colour scheme;

• A brand is the image and reputation that we want others to associate with our organization.

• A brand is also a description of the organization that we want to be.

What is a brand?

1.0 What is a brand?

• Our global brand is represented through our living The AIESEC Way.

• Our “Brand Experience” is the experience we want our stakeholders (members, supporters and enablers) to live when they interact with AIESEC.

Why do we have a global brand?

1.0 What is a brand?

1. to be more consistent and credible

2. to attract more stakeholders and give AIESEC a clear competitive advantage

3. to attract the right stakeholders and to set the right expectations

4. to align the organization to globally leverage the AIESEC Experience

 Brand Experience

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 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 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)

Competitors

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

Target audience

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

• 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 partnerso Organizations working with issues relevant in society

o Global organizations (with global reach)

o Individuals with specific skills/knowledge/experience in a particular field

Our target audiences - Enablers

2.0 Brand Experience

Characteristics for potential enablers:

• Mentorso HR companies/specialistso University professorso Alumnio 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

Physical manifestation

Physical manifestations

2.0 Brand Experience

Physical manifestations- includes all the external touch points (or interaction points) our target

audiences have with AIESEC

- marketing materials

- 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

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

Values

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

Differentiator

Differentiator

2.0 Brand Experience

Differentiator

- what makes us unique

- what sets us apart from the competition

- 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 driven impactful experience

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

- leadership opportunities

- international exchange

- global learning environment

Essence

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

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

2.0 Brand Experience

Essence

2.0 Brand Experience

Essence

2.0 Brand Experience

 Brand Experience

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