The Brand Experience `toolkit´ of_for_by AIESEC [August 2007]

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The Brand Experience `toolkit´ of_for_by AIESEC [August 2007]

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  • 1.The Brand Experience toolkit [August 2007]

2. Brand Experience Toolkit [August 2007]Table of Contents1.0 History of the AIESEC Brand1.1What is a brand?1.2Why do we have a global brand?1.3Brand Promise vs. Brand Experience: an evolution2.0 The Brand Experience2.1An overview2.2Our competitors2.3Our target audiences2.4Physical manifestations2.5Benefits2.6Differentiator2.7Essence3.0 Filter tool how to use the Brand Experience in practice3.1Assessing your results3.2Finding supportBrand Experience Toolkit [August 2007] 3. 1.0 History of the AIESEC brandBrand Experience Toolkit [August 2007]History of the AIESEC brandThe global AIESEC brand as we know it today was launched by AIESEC International in 2004. The first Brand Toolkit includedexplanations on what is a brand, why we need one and the steps in order to achieve that, including our Brand Promise, visualguidelines and marketing campaign.1.1What 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 ourorganization. But, a brand is also more than just the image that we want others to have of us; it 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.In AIESEC, our global brand is represented through our living The AIESEC Way. Our Brand Experience is the experience wewant our stakeholders (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.1.2Why do we have a global brand?Having a global brand allows AIESEC (1) to be more consistent and credible, (2) to attract more stakeholders and give AIESEC aclear competitive advantage; (3) to attract the right stakeholders and to set the right expectations; and (4) to align the organizationto globally leverage the AIESEC Experience. Brand Experience Toolkit [August 2007] 4. 1.0 History of the AIESEC brandBrand Experience Toolkit [August 2007]1.3Brand Promise vs. Brand Experience: an evolutionThe Brand Promise introduced in 2004 was the start of the branding initiative from AIESEC International, bringing the networktogether to have one visual identity and synergizing messages across the network. While the earlier brand promise helped quite abit to align the organization to be transmitting common messages, it was difficult to apply to products and also quite internallyfocused, not providing reasons for partners to engage with AIESEC rather than our competition. The brand promise was made upof words that we felt best described AIESEC, but there was no clear plan on how to use it in practice.Now a few years later, we see the need to evolve this further in order for it to be used in practice, including how it should be used inrelation to product development and messaginga crucial step on the path to creating a strong global brand for AIESEC. As aresult, with the help of consultants from Unilever, we now have what we call the Brand Experience. This methodology will serve asa tool that can be used to filter everything we do quickly and easily to understand its alignment to our brand, which in the endsupports in its strengthening.Unlike the brand promise which was internally focused, the Brand Experience first considers the outside environment and looksinward, reflecting how our stakeholders actually experience our brand when they interact with AIESEC, and how we do thingsdifferently than our competitors. By being conscious of this we can ensure that we are strengthening our global brand in all actionswe take, meeting the needs of our stakeholders and putting us ahead of our competitors at the same time. Brand Experience Toolkit [August 2007] 5. 2.0 The Brand Experience Brand Experience Toolkit [August 2007]The Brand ExperienceBrand Experience Toolkit [August 2007] 6. 2.1 The Brand Experience: an overview Brand Experience Toolkit [August 2007]The Brand Experience: an overviewThe Brand Experience is a simple way to understand how 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.The Brand Experience has several elements that will be discussed in more detail in this toolkit. They include: 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)The next few pages of this toolkit will explain each section of the Brand Experience in more detail. Brand Experience Toolkit [August 2007] 7. 2.2 Our CompetitorsBrand Experience Toolkit [August 2007] Our Competitors Our competitors are other organizations that offer similar experiences to our target audiences as we do. They may be slightly or even very similar to us, based on what they offer. These include organizations offering: Work abroad opportunities Volunteer abroad opportunities Cultural experiences Skills development NetworksAlthough there may be a few common competitors for AIESEC across this globe (ie) IAESTE for internships or JCI for volunteeropportunities, your direct competitors will differ from country to country, and perhaps even from city to city. It is important that youare aware of such similar organizations and the work they are doing so that you are able to identify how AIESEC differs from theiractivities and what we offer to our target audiences vs. what our competitors offer to them. Brand Experience Toolkit [August 2007] 8. 2.3 Our target audiences Brand Experience Toolkit [August 2007]Our target audiencesAs seen from our Balance Scorecard, our targetaudiences can be divided into three distinct groups ofpeople: Members Enablers (TN takers, mentors and learning/content partners), and Supporters (financial and in-kind partners, Board of Advisors)The kinds of characteristics we would be looking for in potential members, enablers and supporters include: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 Brand Experience Toolkit [August 2007] 9. 2.3 Our target audiencesBrand Experience Toolkit [August 2007]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 Mentors o HR companies/specialists o University professors o Alumni o Industry specialistsCharacteristics for potential supporters: Sponsors, financial and in-kindo Organizations working on similar issues relevant in societyo Companies/organizations that are working with youtho Organizations with the same end benefit Board of advisorso Industry specialistso Alumnio High profile people Brand Experience Toolkit [August 2007] 10. 2.4 Physical manifestations Brand Experience Toolkit [August 2007]Physical manifestationsThis layer includes all the external touch points (orinteraction points) our target audiences have withAIESEC. Thus, their first interaction point with AIESECwill affect how they experience our brand.This layer includes things such as our marketingmaterials and visual branding guidelines (including ourlogo), but also extends to much more than this.The first interaction point that our target audiences havewith AIESEC including everything from physicalmeetings to our website, conferences, even our Code ofEthics, all shape the way our target audiences willunderstand AIESEC.Please note: the visual guidelines are currently beingrefreshed. The newest version is expected to be released inSeptember 2007.Brand Experience Toolkit [August 2007] 11. 2.5 Benefits Brand Experience Toolkit [August 2007]BenefitsBenefits are what our target audiences (or stakeholders)get out of engaging with AIESEC. While the benefits arethe same for all target audience groups, the reasons whythey are a benefit for each target audience differs basedon the different experiences that these audiences havewith our brand.These are the benefits that our target audiences experience when they interact with AIESEC. Societal impact Personal and professional development International experience Global network Brand Experience Toolkit [August 2007] 12. 2.5 Benefits Brand Experience Toolkit [August 2007]Although they are benefits for different reasons, the above four are benefits for all of our stakeholders, or target audiences. Thechart below explains this in more detail.Societal impact Benefit for members Benefit for supportersBenefit for enablersTo have an impact on a certain Knowledge sharingLeadership developmentissueFeeling of supporting to make an Feeling of contributing to having anLearning opportunity impact in societyimpact on society through othersProviding the same experienceto othersPersonal and professional development Benefit for members Benefit for supportersBenefit for enablersSelf development (leadership Supporting development of others Access to