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AIESEC Branding : New Members Induction AIESEC Branding AGENDA: What is Branding? Dynamics: Brand my friend! Branding Experience How to explain AIESEC? / Elevator Pitch Brand Visual Guidelines Questions

Brand : Brand is not only a visual representation of a company or product. Brand is the integration of tangible and non tangible attributes that influences and adds value for costumers. Brand

Brand : Brand It’s applied for companies, products, ideologies, even people. In other words, a Brand is an image and reputation we have and we want others to have about ourselves. It is a description of the organization that we want to be; It is an expression of your actions and what you do every day.

Slide 4 : Tangible attributes: they produce “n” computers in the year, it’s a company that invests “x” money in employers, office buildings, propaganda, etc etc Not tangible attributes: an artistic brand, styleful products, easy going, user friendly… Example - Apple

Branding : Branding is a process connected to brand management. It aims to take brands beyond economic and commercial ground to take part of culture, being part of peoples life Branding

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Slide 7 : 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. Brand Experience

Why do we have a Global Brand? : Why do we have a Global Brand? It 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

Slide 9 : Brand Experience

Slide 10 : Our competitors (organizations that offer similar products to our stakeholders) Target audiences (potential members, supporters and enablers) 3. Physical manifestations (touch points between AIESEC and its stakeholders) 4. Benefits (what our stakeholders obtain interacting with AIESEC) Our Values (The AIESEC Way) Discriminator (What distinguishes us from our competitors) Essence (What we do in AIESEC) Elements…

Slide 11 : Our Competitors

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 : Target Audience

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 Passionate and determined Those looking for learning and development opportunities

Slide 16 : Characteristics for potential enablers: TN takers Companies expanding to other countries Companies that needs and employees with specific characteristics Companies with strong CSR or a willingness to start Learning/content partners Organizations working with issues relevant in society Global organizations (with global reach) Research-based organizations Individuals with specific skills/knowledge/experience in a particular field Mentors HR companies/specialists University professors Alumni Industry specialists

Slide 17 : Characteristics for potential supporters: Sponsors, financial and in-kind Organizations working on similar issues relevant in society Companies/organizations that are working with youth Organizations with the same end benefit Board of advisors Industry specialists Alumni High profile people

Slide 18 : Physical Manifestations

Slide 19 : Physical manifestations The external touch points(or interaction points) our target audiences have with AIESEC Posters Flyers Events Releases Websites Blogs Selling visits; T-shirts; Marketing Strategies; Our logo But Most Importantly…

Slide 20 : YOU!

Slide 21 : Benefits

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 : Societal impact Benefits for members: Impact on certain issue Learning opportunity Providing same experience to others Benefits for supporters (financial and in-kind partners, Board of Advisors) : Knowledge sharing Feeling of supporting to make an impact in society Benefits for enablers (TN takers, mentors and learning/content partners): Leadership development Feeling of contributing to having an impact on society through others

Slide 24 : Personal and professional development Benefits for members: Leadership development Self discovery Skill building Benefits for supporters (financial and in-kind partners, Board of Advisors) : Supporting development of others Feeling of supporting to make an impact in society Benefits for enablers (TN takers, mentors and learning/content partners): Access to top talent Feeling of supporting to make an impact on others

Slide 25 : Global network Benefits for members: Peers ( same age groups) Alumni Businesses all over the world Benefits for supporters (financial and in-kind partners, Board of Advisors) : Connect to youth and other organizations around the world Feeling of supporting to make an impact in society Benefits for enablers (TN takers, mentors and learning/content partners): Alumni, youth around the world Other organizations

Slide 26 : International experience Benefits for members: Exchange opportunities Global learning environment International conferences Benefits for supporters (financial and in-kind partners, Board of Advisors) : Interaction of members who have international experience Branding and positioning, international conference involvement Benefits for enablers (TN takers, mentors and learning/content partners): Diversity in workforce, interaction with members who have international XP Branding and positioning

Slide 27 : Values

Slide 28 : 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 29 : Differentiator

Slide 30 : Differentiator What makes us unique What sets us apart from the competition How we do what we do differently than our competitors Three concrete things that combined set AIESEC apart include: Youth driven – the concept that AIESEC is run by youth for youth Impactful – making a positive impact on society Integrated experience – the AIESEC experience comprised of leadership opportunities, an international exchange and a global learning environment = Youth driven impactful experience

Slide 31 : Essence

Slide 32 : Essence 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

Slide 33 : AIESEC in Numbers: 1948 – Foundation 107 Countries 1,700 Universities 35,000 members 4,000 Partners 5,500 Exchanges 7,700 Leadership Opportunities

Slide 34 : Communicating AIESEC! Now, let’s pretend you’re in three diferent situations explaning AIESEC: Talking to mama at home Talking to Bill Gates in a business event Talking to your girl/boyfriend (by the way, he/she studies Biology)

Slide 35 : AIESEC is a global network formed by students and recent graduates that provides professional experience and international internships to its members so they can develop Leadership for a positive impact on society. Students’ Option

Slide 36 : Thanks to its presence in more than 100 countries and to the exchange opportunities, AIESEC stimulate its member to have a Global Perspective by understanding world issues and by interacting with people from different backgrounds, cultures and countries. Parents’ Option

Slide 37 : AIESEC lets companies and other organization have access to international, high-potential professionals, previously selected and prepared. It simply connects young talent with leader companies and organizations all over the world. Companies’ Option

Slide 38 : Worrying about our brand also means to have VISUAL Guidelines Why?

Slide 39 : Because of this:

Slide 40 : This:

Slide 41 : This:

Slide 42 : This:

Slide 43 : This:

Slide 44 : Do not forget This:

Slide 45 : Writing AIESEC The word AIESEC should always be written in capitals, wherever possible. In all documents and proposals AIESEC should be in capitals. For designing International, National Conference Logo's, please keep AIESEC in the same font and in capitals.

Slide 46 : Logo Meaning *It also represents the 7 founders of AIESEC!

Slide 47 : Authorized Logo Applications

Slide 48 : Global Descriptor The Global Descriptor is preferred to accompany the AIESEC Logo. The descriptor supports the AIESEC logo in people understanding more about the organization at first view itself. The use of the logo under the Logo is optional. However, the descriptor can only be used under the Logo.

Slide 49 : Clear Space To protect the strength and integrity of the logo, a clear space, free of any other visual elements, should be maintained. This includes additions of country/LC names, changing background colors, or adding a shadow. The only exception is with the global descriptor. In the example below, the unit of measurement for clear space equals the height of the people. The clear space on the right side is 1 unit. The clear space on the left, bottom, and top is 0.5 units.

Slide 50 : Top and Bottom 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.

Slide 51 : Colour is a vital element of our brand and consistent use of colour will greatly increase recognition and credibility. Colors

Slide 52 : AIESEC Orange and AIESEC Blue supplement each other well and give AIESEC a young and vibrant feel. Primary colours should be displayed prominently on all colour-marketing materials. Colors

Slide 53 : Stakeholder highlights Provide additional feel and consistency to materials developed for particular stakeholders - alumni, student, or organizations.

Slide 54 : Stakeholder highlights Stakeholder highlights should be the first colour after the primary colours used in stakeholder specific materials. If there is no need for a third colour, it is okay not to use a stakeholder highlight.

Slide 55 : Official Fonts - Typography Typography is an important element of our brand. By controlling the type styles we use, we can strengthen the visual recognition of our brand.

Slide 56 : The recommended typeface is Arial. Arial is Sans Serif typeface that is clear, highly legible, and available on all computers. The professional print version of Arial is Helvetica. Use it for print and general materials. Arial Black or Arial bold: Titles and subtitles. Arial italic and Arial bold: only for highlightning plaintext. Do not use underlined text. Optimally plaintext should have 8.5 pnt. For web-based applications, Arial: graphics and Verdana: all HTML text. Verdana is font designed specifically for on-screen reading such as web.

Slide 57 : Questions???

Slide 58 : Visit: Global Brand Wiki Global Brand Experience Wiki

Slide 59 : Thanks, You ROCK!!