[KC] MKT Brand XP

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

What is a brand?

• 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 and is also a description of the organization that we want to be.

• 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.

Why do we have a global brand? 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

Brand experience

Brand Experience overview 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.

• 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)

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 It’s a 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

Questions 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?

Assessing results 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

Thank You!