Brand Experience : Brand Experience
Agenda : Agenda 1.0 What is AIESEC Brand
1.1 What is a brand?
1.2 Why do we have a global brand?
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 What is AIESEC Brand : 1.0 What is AIESEC Brand
Slide 4 : 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.
Slide 5 : 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.
Slide 6 : 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
2.0 Brand Experience : 2.0 Brand Experience
Slide 8 :
Slide 9 : 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.
Slide 10 : 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)
Slide 11 :
Slide 12 : 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
Slide 13 :
Slide 14 : 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)
Slide 15 : 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
Slide 16 : 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 Individuals with specific skills/knowledge/experience in a particular field
Slide 17 : Characteristics for potential enablers:
• Mentors
o HR companies/specialists
o University professors
o Alumni
o Industry specialists
Slide 18 : 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
Slide 19 :
Slide 20 : 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.
Slide 21 :
Slide 22 : 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
Slide 23 :
Slide 24 : 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
Slide 25 :
Slide 26 : Differentiator
what makes us unique
what sets us apart from the competition
point—how we do what we do differently than our competitors
Slide 27 : 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
Slide 28 : 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
Slide 29 :
Slide 30 : 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.
Slide 31 : 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 : 3.0 Filter tool
Slide 33 : - 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
Slide 34 : 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?
Slide 35 : 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