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 progress‌ we set a new direction and mid-term ambition. We aim to expand our reach, grow our operations, and we refresh 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 1. Misalignment: Subjective statement of what we are but not about what we offer
A costumer experiencing actions not aligned with the brand
Brand Promise
Brand Experience
2. Unclear reputation goals: What an AIESECer would say
What we want externals to know
Having a brand positioning that represents what we offer and how it’s lived.
3. Disconnected elements: Brand positioning
Brand attributes
Brand promises
Visual guidelines
implementation
- 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.
Brand promise
BRAND EXPERIENCE
Answers the question: “Why would I join AIESEC?” (benefits and external value).
The way we make decisions. How we deliver our operations. microexperiences. management.
Brand Strategy
Brand operations
The RESULT Brand Strategy Brand positioning
Brand promise
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 the attributes that define us as an organization.