Dreams. Passion. Future

THE BRAND EXPERIENCE

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 have 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.

Why do we have a global brand?

Elements• 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)

The Brand Experience: an overview

Work abroad opportunities

Volunteer abroad opportunities

Cultural experiences

Skills development

Networks

Our Competitors

Enablers

Members

Our Target Audiences

Supporters

Activating leadership

Youth driven impactful experience

Demonstrating integrity

Acting sustainablyActivating leadership

Enjoying participation

Living diversity

Striving for excellence

Societal impact

Personal and professional development

International experience

Global network

Physical Manifestations

Competitors

Our competitors are other organizations that offer similar experiences to our target audiences as we do.

These include organizations offering:

• Work abroad opportunities

• Volunteer abroad opportunities

• Cultural experiences

• Skills development

• Networks

Target audience

Our target audiences can be divided into three distinct groups of people:

Members

Enablers

(TN takers, mentors and learning/content partners)

Supporters

(financial and in-kind partners, Board of Advisors)

Physical manifestations

Physical manifestations• The external touch points(or interaction points) our target

audiences have with AIESEC

• Marketing materials

• Visual branding guidelines

• Physical meetings, website, conferences

• Code of ethics

Massage time!

Benefits

Benefits are what our target audiences (or stakeholders) get of engaging with AIESEC.

• These are the benefits that our target audiences experience when they interact with AIESEC:

– Societal impact

– Personal and professional development

– International experience

– Global network

Values

our values dictate how we should act according to our value system for the organization

our values also represent what our target audiences experience and live when they interact with AIESEC

• Acting sustainably

• Demonstrating integrity

• Activating leadership

• Enjoying participation

• Living diversity

• Striving for excellence

Differentiator

Differentiatoro What makes us unique

o What sets us apart from the competition

o How we do what we do differently than our competitors

Three concrete things that combined set AIESEC apart include:

o Youth driven – the concept that AIESEC is run by youth for youth

o Impact/activating positive leadership – making a positive impact on society

o Integrated experience – the AIESEC experience comprised of leadership opportunities, an international exchange and a global learning environment

= Youth driven impactful experience

Essence

Essence

The essence of activating leadership can be captured

in three simple elements:

• AIESEC is the platform - individuals drive their own experience

• We help individuals to both develop and discover their potential

• Our ambition is to develop people that will have a positive impact on society

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