Quidditch Creating brand Tim Aleksandronets Ivan Syrovatko

Quidditch Creating brand Tim Aleksandronets & Ivan Syrovatko

Game New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Ok guys next level! New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Which is correct logo? 1. 2. 3. Correct! New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Which is correct logo? 1. Correct! 2. 3. New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Which is correct logo? New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Which is correct logo? 1. Correct! 2. 3. New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Branding in AIESEC • who is responsible for branding in AIESEC? You’re the brand ambassador! New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Why do we have Global Brand? • to be more consistent and credible • to attract more stakeholders and give AIESEC a clear competitive advantage • to attract the right stakeholders and to set the right expectations • to align the organization to globally leverage the AIESEC Experience New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

• We have perfect and simple tool for this – AIESEC Brand Experience New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Branding in AIESEC: Brand Experience New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

What is Brand Experience • A simple way to understand how our target audiences (members, supporters and enablers) experience (or interact with) the brand. New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Brand Experience Elements Physical Manifestations Competitors Target Audiences New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

1. Competitors New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

1. 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 New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

2. Target audiences New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

2. Target audiences 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) New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

3. Physical Manifestations New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

4. Physical Manifestations What was your first interaction point with AIESEC? Includes all the external touch points (or interaction points) our target audiences have with AIESEC • marketing materials • visual branding guidelines (including our logo), but also extends to much more than this New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

5. Benefits New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

5. Benefits are what our target audiences (or stakeholders) get out of engaging with AIESEC. • Societal impact • Personal and professional development • International experience • Global network New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

5. Benefits New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

6. Values New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

6. Values • Acting sustainably • Demonstrating integrity • Activating leadership • Enjoying participation • Living diversity • Striving for excellence New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

8. Essence New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

8. Essence ACTIVATING LEADERSHIP • 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 New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Brand Visual Guidelines New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Brand Visual Guidelines aiesec New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

• Arial – for general use and printing • Verdana – for web • • Arial ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1234567890 • Verdana • ABCDEFGHIJKLMNOPQRSTUVXYZ • abcdefghijklmnopqrstuvxyz • 1234567890 New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Filter Tool New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Filter Tool - a simple set of questions that you can apply to any product or message to check if it is aligned to the Brand Experience or not - tool to help you to indicate what areas need to be improved in order for your product/messaging to be strengthening our brand - a “traffic light” system: - green if the answer if completely true - red if it is completely untrue - yellow if it is somewhere in the middle New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

1. Is it true to the essence (activating leadership)? 2. Is it true to our differentiator (youth driven impactful experience) and thus different to those offered by our competitors? 3. Is it consistent with or not contradicting any of our values? 4. Is it reflecting the integrated development experience in The AIESEC Way (exchange, leadership, global learning environment) and our current organizational strategy? 5. Is it reflecting at least two primary benefits? 6. Is it adhering to the visual guidelines? New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

Check our projects with the filter tool New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

New Horizons 1. Is it true to the essence (activating leadership)? 2. Is it true to our differentiator (youth driven impactful experience) and thus different to those offered by our competitors? 3. Is it consistent with or not contradicting any of our values? 4. Is it reflecting the integrated development experience in The AIESEC Way (exchange, leadership, global learning environment) and our current organizational strategy? 5. Is it reflecting at least two primary benefits? 6. Is it adhering to the visual guidelines? New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

YOU are the BRAND AMBASSADOR! New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April

New Horizons Spring 2011, Lviv, 30 th of March - 3 rd of April