The Brand Experience Toolkit

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The Brand Experience Toolkit

Brand Experience Toolkit [August 2007]

Table of Contents

1.0 History of the AIESEC Brand
1.1
1.2
1.3

W hat is a brand?
W hy do we have a global brand?
Brand Promise vs. Brand Experience: an evolution

2.0 The Brand Experience
2.1
2.2
2.3
2.4
2.5
2.6
2.7

An overview
Our competitors
Our target audiences
Physical manifestations
Benefits
Differentiator
Essence

3.0 Filter tool – how to use the Brand Experience in practice 3.1
3.2

Assessing your results
Finding support

Brand Experience Toolkit

1.0 – History of the AIESEC brand
Brand Experience Toolkit [August 2007]

History of the AIESEC brand
The global AIESEC brand as we know it today was launched by AIESEC International in 2004. The first Brand Toolkit included explanations on what is a brand, why we need one and the steps in order to achieve that, including our Brand Promise, visual guidelines and marketing campaign.

1.1

What is a 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. But, a brand is also more than just the image that we want others to hav e of us; it 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. In AIESEC, 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.

1.2

Why do we have a global brand?

Having a global brand allows AIESEC (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 expectation s; and (4) to align the organization to globally leverage the AIESEC Experience.

Brand Experience Toolkit

1.0 – History of the AIESEC brand
Brand Experience Toolkit [August 2007]

1.3

Brand Promise vs. Brand Experience: an evolution

The Brand Promise introduced in 2004 was the start of the branding initiative from AIESEC International, bringing the ne twork together to have one visual identity and synergizing messages across the network. W hile the earlier brand promise helped quite a bit to align the organization to be transmitting common messages, it was difficult to apply to products and also quite i nternally focused, not providing reasons for partners to engage with AIESEC rather than our competition. The brand promise was made up of words that we felt best described AIESEC, but there was no clear plan on how to use it in practice. Now a few years later, we see the need to evolve this further in order for it to be used in practice, including how it should be used in relation to product development and messaging —a crucial step on the path to creating a strong global brand for AIESEC. As a result, with the help of consultants from Unilever, we now have what we call the Brand Experience. This methodology will serve as a tool that can be used to filter everything we do quickly and easily to understand its alignment to our brand, which in the end supports in its strengthening.

Unlike the brand promise which was internally focused, the Brand Experience first considers the outside environment and looks inward, reflecting how our stakeholders actually experience our brand when they interact with AIESEC, and how we do things differently than our competitors. By being conscious of this we can ensure that we are strengthening our global brand in all actions we take, meeting the needs of our stakeholders and putting us ahead of our competitors at the same ti me.

Brand Experience Toolkit

2.0 – The Brand Experience
Brand Experience Toolkit [August 2007]

The...
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