Training Structure

Name of session Training Outline

Name of training
Session Form	Training q Simulation q Workshop q Presentation
Session Responsible
Session Goals
Connection to LC Goals/ LC Vision
Participants
Date & Time
Facilitators
Logistics requirements

Training Idea

Training Structure

º	Section/ Module	Process Goal(s)	Faci(s)
	The game with logos and associations	Delegates understand the importance of the brand	Tim
	General picture	To get to know: -What is Brand? -What is Brand XP? -Why it is important?   What are elements of Brand XP and what is meaning of each other?	Both
	Our brand	Delegates understand what is AIESEC brand and how to use it. Also they understand how to use our logo correctly.	Tim
	Filter tool	Explain what is Filter tool and what is the aim of it. How we can implement this tool into oer products?	Ivan
	Practical use filter tool	Delegates get to know how to use FT. We can analyze New Horizons conference by this tool.	Tim
	Conclusion	Sum up what is AIESEC Brand and how to evaluate our products with FT	Both
	Total Time of the Session

The game with logos (º)

º	Time (min)	Description	Logistics/ Movement	Faci(s)	Materials needed
		Shoving logo’s of different brands. Delegates understand that the brand is not just a logo. But the brand is emotions and knowledge which appears when they see logo’s.   I will ask questions like: What is Brand? How you can describe it?   Then I will show correct and incorrect logo’s, so delegates should chose the correct one.		Tim
		Total Time for Module

Part … (º)

º	Time (min)	Description	Logistics/ Movement	Faci(s)	Materials needed
		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 network together to have one visual identity and synergizing messages across the network. While 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 internally 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 globa

Our brand (º)

º	Time (min)	Description	Logistics/ Movement	Faci(s)	Materials needed
		Why we need do use Brand standarts? Because we want to make good physical manifestation with our TA. Brand Visual Guidelines -how should look like @ logo (colors, parametrs... etc.) – see the ppt -what types do we use (Arial, Verdana and explain for waht each other) -what do not to do with logo		Tim
		Total Time for Module

Part … (º)

º	Time (min)	Description	Logistics/ Movement	Faci(s)	Materials needed
		The Filter tool –how to use the Brand Experience in practice In order to use the Brand Experience in practice, a filter tool has been created which is 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. If it is not, using this tool will also help to indicate what areas need to be improved in order for your product/messaging to be strengthening our brand. To use this tool, you will need to have your product in question with you. Go through the series of questions below and answer them using a “traffic light” system: greenif the answer if completely true, redif it is completely untrue and yellowif it is somewhere in the middle. The Filter tool questions: Question Green Red 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 international 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?

Practical use of filter tool (º)

º	Time (min)	Description	Logistics/ Movement	Faci(s)	Materials needed
		The idea is to use filter tool with the help of delegates. I will name two projects: “NH” and “WWB”. And one by one delegates will answer on all questions of filter tool. And then we will see the result and recognize that these projects are creating our Brand.
		Total Time for Module

Part … (º)

º	Time (min)	Description	Logistics/ Movement	Faci(s)	Materials needed
		After going through the filter tool above with a product, idea for a product or general messaging you should have a grid of green/yellow and/or red that will give you an indication of how closely your assessment reflects the Brand Experience. For products with many green’s, this is a very good representation of the Brand Experience and will help to strengthen our global brand. For products with many yellows, this should be an indicator that some parts of the product need to be worked on a bit more in order to better reflect the whole of our Brand Experience and contribute to strengthening our brand. Use the Brand Experience filter tool to help you identify what areas exactly need a bit of work in order to be more reflective of our ideal Brand Experience, and strive for this. For products with many red’s, first consider how much this product is reflecting our Brand Experience. If it is not, then it is not the ideal way we would want our target audiences to interact with AIESEC. In this case, consider the need of this product in your LC or MC and work out a plan to ensure the product will be redefined in the future, towards our Brand Experience, or consider phasing out the product altogether, by finding other more aligned products to help meet the financial resources brought in by your nonaligned product.

Attachments (ppts, handouts, prints): ppt, flip-charts, handout material (printed)

Preparation for participants:

Materials to print:

Дата добавления: 2015-11-16