Br nd Experience Summit Output Part 1: Brand Belief
The GOAL Clarify the elements of our brand
Connect the elements with our essence
Be simple and clear
The CONTEXT The essence (why,how, and what) of aiesec and what our brand should represent
the current brand elements and guidelines are the starting point for reevaluating our brand
Our progressâ€Ś we set a new direction and mid-term ambition. We aim to epxand our reach, grow our operations and we refreshed the aiesec experience.
This global survey of over 30,000 young people provides data about the current perception of aiesec around the world
The CHALLENGES 2. Unclear reputation goals: 1. Misalignment: Subjective statement of what we are but not about what we offer
A costumer experiencing actions not aligned with the brand
What an AIESECer would say
What we want externals to know
Having a brand positioning that represents what we offer and how itâ€™s lived.
3. Disconnected elements: Brand positioning
- compilation of brand elements without a clear purpose or link to each other. - There was a question in terms of how to implement the brand elements.
The concepT Brand positioning
Who is our target. What we do. Differentiator.
Answers the question: “Why would I join AIESEC?” (benefits and external value).
The way we make decisions. How we deliver our operations. Micro-experiences management.
The RESULT Brand Strategy Brand positioning
What is AIESEC? The Global Youth Network Impacting the World Through Leadership Development Experiences.
Brand attributes: Daring. Diverse. Inclusive. Dynamic. impactful. *brand characteristics that influence how we communicate externally.
Brand manifestations: Responsible leadership. Global. Collaborative and democratic. For youth by youth. Social entrepreneurship. *desired external reputation based on attributes that define us as an organization.