Brand Evolution for Better Market Positioning This initiative is predominantly focused on the follow-up to the activities run at the very end of the 11-12 term related to the Brand Re-fresh process, which was instigated following the finalization of the elements of our new midterm ambition. This is a long-term project that aims to align our external image and the way we present ourselves online, in print and in person with the brand attributes that were identified in the Long-term Brand Strategic Meeting in Bonn in May, 2012. Background This strategic focus is meant to not only improve the way AIESEC presents ourselves externally but also to attract more people to AIESEC through the implementation of the brand in both the Organizational Reputation (link) and Online Engagement (link). By improving our brand we attract more people to engage with AIESEC, and we clarify our focus in the kind of reputation we want to build. What’s Happened We have approved funding for the selection of a design firm to support the brand refresh process. A company, DesignThinkers, has been selected and we are negotiating an agreement with them to support the creation of the brand visual elements as well as consultation on implementation and brand strategy.
Inclusive
Impactful
Diverse
Daring
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What’s Next: The brand refresh process and the brand audit survey (YouthSpeak 2015) are the 2 key projects in this focus area. Follwing the intial development work with the partner design firm, we will be hosting a Strategic Meeting in Rotterdam to align the network around implementation of the new brand elements on all channels. Examples of Expected Output: -‐ New visual elements (colours, images, fonts, usage of logo, etc.) -‐ Brand guidelines -‐ Website refresh -‐ Sub-product brands The most important aspect of this project is how well the network implements the brand refresh, which is why input from plenary has been a constant part of this process since the beginning. This will be manifested in all initiatives from the global office and culminate with the release of the YouthSpeak 2015 survey at the end of 2012, with an aim to reach more than 50,000 people to get their perceptions on the AIESEC brand. We improve our brand in order to attract more people to the top of the Engagement funnel (link to IC Amplifiers output?) and to be able to better present the value propositions of our programmes to help us get closer to achieving 2015.
Upcoming: - Brand Experience Strategic Meeting in Rotterdam, 13-16 November - Focus Group testing of refreshed brand - Brand Audit Survey (YouthSpeak 2015), December-February
For the Long-term section: The brand refresh is a strategy that began in 2011 and will continue until 2015, it is about innovating around how we present ourselves and improving the message about AIESEC we communicate online, in print and in person. Please refer to the Brand Evolution strategic focus for more information about how this looks in the 1213 term (link).