OUR ESSENCE | OUR PROGRESS| OUR BRAND

1

Clarify the elements of our brand

Connect the elements with our essence

Be simple and clear

The GOAL

The CONTEXT

The essence (why,how, and what) of AIESEC and what our brand should

represent

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.

the current brand elements and guidelines are the starting point for re-evaluating our brand

This global survey of over 30,000 young people provides

data about the current perception of AIESEC around

the world

W H AT I S E S S E N C E ?

• The intrinsic nature or indispensable quality of something, especially something abstract, which determines its character, without which a property wouldn't exist or be what it is.

O U R E S S E N C E

W H AT I S P R O G R E S S

• Forward or onward movement towards a destination..

O U R P R O G R E S S

8

1. Misalignment:

Brand !Promise

Brand Experience

Subjective statement of what we are but not about what we offer

A costumer experiencing actions not aligned with the brand

OUR CHALLENGES

OUR CHALLENGES2. 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.

IS AIESEC A MATCH MAKING COMPANY?

12

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.

OUR CHALLENGES

B R A N D P O S I T I O N I N G

• Brand Positioning is the marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market research, segmentation and supporting data. Positioning may refer the position a business has chosen to carry out their marketing and business objectives.

B R A N D AT T R I B U T E S

• Brand attributes are a set of characteristics that identify the physical, character and personality traits of the brand, similar to the attributes that allow us to consistently identify individuals.

B R A N D P R O M I S E

• The primary, valued promise made by the larger institution. Also called a positioning statement or USP

The way we make decisions. How we deliver our operations.

Micro-experiences management.

Answers the question: “Why would I join AIESEC?” (benefits and

external value).

Who is our target. What we do. Differentiator.

The concepT

Brand positioning BRAND EXPERIENCEBrand promise

Brand Strategy Brand operations

The RESULT

Brand positioning What is AIESEC?!The Global Youth Network Impacting the World Through Leadership Development Experiences.

Brand promiseBrand attributes:!Daring.!Diverse.!Inclusive.!Dynamic.!impactful.

Brand manifestations:!Responsible leadership.!Global.!Collaborative and democratic.!For youth by youth.!Social entrepreneurship.

Brand Strategy

*brand characteristics that influence how we communicate externally.

*desired external reputation based on the attributes that define us as an organization.

T H I S I S W H O W E A R E . T H I S I S W H AT W E N E E D T O D O .