Australian Institute of Management
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Create awareness in the market place for the AIM national brand and its mission as a not for profit organisation.
Focusing on a coherent communication across various media from Advertising, to corporate communications, direct mail to online website and multimedia solutions i.e. sending a strong signal to non members and members alike about the leading edge focus of the organisation.
AIM Case Study
AIM's Emerging Brand Image
As part of AIM's evolution, the challenging task of reviewing the Institute's brand image was recently tackled. After 50 years of history, it seemed timely to ensure that future portrayals of the AIM brand represented the organisations personality with accuracy and integrity.
We assessed the degree of "fit" between our existing brand image and our desired brand personality, and realised we needed to adopt a more progressive, bold but simple posture.
We asked what words engendered the spirit of the Institute, and our shared ideals, and we then prioritised these values. What emanated was, on one level, a simple and succinct logo amendment and new positioning statement. On another level, however, this clarification of our strong brand values has an immensely significant potential for AIM's future development over the next 50 years.
Market and Positioning
AIM is in the Learning and Development business, and we deliver this into the Management and Leadership arena. The two drivers for the outcomes we deliver on are:
1. Performance improvement, through our Learning and Development services, including public and customised training, seminars, and consulting services.
2. Personal growth, through our Corporate and Personal Membership services.
Brand Values
Brand values that are understood and shared throughout our organisation will develop into an enduring competitive advantage. This will guide us all in making good decisions, and in taking actions with consistency and confidence.
AIM Rationale
AIM's personality has, to date, been depicted as conservative and solid, professional and business-orientated. These key values remain consistent, and may evolve over time. However, to convey a more progressive, bold but simple personality, whilst still retaining AIM's professionalism, the following words now convey the Institute's new positioning:
inspire.build.deliver
The words are bold and the look is bold. The boldness of the colours inspires confidence in the Institute and in the people who partner AIM to improve their performance or personally grow. The style is deliberately bold and direct, and the words are about personal achievement and choice. The words are deliberately single and unstructured, to retain flexibility to their use and application. They can and will mean different things to different individuals, and convey a multi-faceted Institute delivering in different levels.
The design epitomises AIM as a place to assist people to grow and evolve. The shapes are representative of this individual, unstructured, fluid approach also, and are transforming and evolving. The brand identity is simple and typographical. It is easy to manage, flexible and it allows the Institute to manifest a bold style by using strong, simple messages, without resorting to clich?'s.
AIM Outcomes Achieved
Revitalised AIM's image from one that appeared conservative to one that adopted a more progressive, bold but simple posture
Created a reinforcement of AIM's position as the premier provider of learning and development in the management and leadership space, as that relates to AIM's personality with accuracy and integrity
Conveyed a multi faceted Institute delivering indifferent levels of capability