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Brand Experience Toolkit [August 2007] Brand Experience

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Page 1: AIESEC Brand Experience

 

   

Brand Experience Toolkit [August 2007]

Brand Experience

Page 2: AIESEC Brand Experience

 

   

Brand Experience Toolkit [August 2007]

Agenda

1.0 History of the AIESEC Brand1.1 What is a brand?1.2 Why do we have a global brand?1.3 Brand Promise vs. Brand

Experience: an evolution

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

Page 3: AIESEC Brand Experience

 

   

Brand Experience Toolkit [August 2007]

1.0 History of the AIESEC Brand

Page 4: AIESEC Brand Experience

What is a brand?

1.0 History of the AIESEC 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 our organization.

• 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.

• A brand is an expression of your actions and what you do every day.

Page 5: AIESEC Brand Experience

What is a brand?

1.0 History of the AIESEC 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.

• The closer we can make this experience to the entirety of our Brand Experience the more we are strengthening our global brand every day.

Page 6: AIESEC Brand Experience

Why do we have a global brand?

1.0 History of the AIESEC 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

Page 7: AIESEC Brand Experience

Brand Promise vs. Brand Experience: an evolution

1.0 History of the AIESEC Brand

Brand Promise (2004)

• difficult to apply to products

• quite internally focused

• not providing reasons for partners to engage with AIESEC rather than our competition

• made up of words that we felt best described AIESEC

• no clear plan on how to use it in practice

Page 8: AIESEC Brand Experience

Brand Promise vs. Brand Experience: an evolution

1.0 History of the AIESEC Brand

Brand Experience (2007)

• a tool used to filter everything we do to understand its alignment to our brand, which in the end supports in its strengthening

• first considers the outside environment and looks inward

• reflects how our stakeholders actually experience our brand when they interact with AIESEC

• reflects how we do things differently than our competitors

Page 9: AIESEC Brand Experience

 

   

Brand Experience Toolkit [August 2007]

2.0 Brand Experience

Page 10: AIESEC Brand Experience

Brand Experience

1.0 History of the AIESEC Brand

Page 11: AIESEC Brand Experience

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.

Page 12: AIESEC Brand Experience

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)

Page 13: AIESEC Brand Experience

Competitors

Page 14: AIESEC Brand Experience

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

Page 15: AIESEC Brand Experience

Target audience

Page 16: AIESEC Brand Experience

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)

Page 17: AIESEC Brand Experience

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

• Passionate and determined

• Those looking for learning and development opportunities

Page 18: AIESEC Brand Experience

Our target audiences - Enablers

2.0 Brand Experience

Characteristics for potential enablers:• TN takers

o Companies expanding to other countrieso Companies that needs and employees with specific characteristicso Companies with strong CSR or a willingness to starto Issues focused; market leaders

• Learning/content partnerso Organizations working with issues relevant in societyo Global organizations (with global reach)o Research-based organizationso Individuals with specific skills/knowledge/experience in a particular

field

Page 19: AIESEC Brand Experience

Our target audiences - Enablers

2.0 Brand Experience

Characteristics for potential enablers:

• Mentorso HR companies/specialistso University professorso Alumnio Industry specialists

Page 20: AIESEC Brand Experience

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

Page 21: AIESEC Brand Experience

Physical manifestation

Page 22: AIESEC Brand Experience

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.

Page 23: AIESEC Brand Experience

Benefits

Page 24: AIESEC Brand Experience

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

Page 25: AIESEC Brand Experience

Benefits – Societal impact

2.0 Brand Experience

Benefit for members Benefit for supporters Benefit for enablers

To have an impact on a certain issueLearning opportunityProviding the same experience to others

Knowledge sharingFeeling of supporting to make an impact in society

Leadership developmentFeeling of contributing

to having an impact on society through others

Page 26: AIESEC Brand Experience

Benefits – Personal and professional development

2.0 Brand Experience

Benefit for members Benefit for supporters Benefit for enablers

Self development (leadership develop., self-discovery, skill building)

Supporting development of othersFeeling of supporting to make an impact on society

Access to top talent; having top talent in their organizationFeeling of supporting to make an impact on others

Page 27: AIESEC Brand Experience

Benefits – Global network

2.0 Brand Experience

Benefit for members Benefit for supporters Benefit for enablers

Peers, alumni, businesses all over the world

Connect to youth around the world, other organizations

Alumni, youth around the world, other organizations

Page 28: AIESEC Brand Experience

Benefits – International experience

2.0 Brand Experience

Benefit for members Benefit for supporters Benefit for enablers

Exchange opport., global learning environment, international confer., etc

Interaction with members who have international experience (open minded/worldly)Branding and positioning International conference involvement

Diversity in workforceBranding and positioningInteraction with members who have international experien. (open minded/worldly)

Page 29: AIESEC Brand Experience

Values

Page 30: AIESEC Brand Experience

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

Page 31: AIESEC Brand Experience

Differentiator

Page 32: AIESEC Brand Experience

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

Page 33: AIESEC Brand Experience

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

Page 34: AIESEC Brand 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

Page 35: AIESEC Brand Experience

Essence

Page 36: AIESEC Brand Experience

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.

Page 37: AIESEC Brand Experience

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

Page 38: AIESEC Brand Experience

 

   

Brand Experience Toolkit [August 2007]

3.0 Filter tool

Page 39: AIESEC Brand Experience

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

Page 40: AIESEC Brand Experience

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?

Page 41: AIESEC Brand Experience

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