The ARAIBA
Brand Position
Our Brand Position is made up of 6 critical components:
1. Vision
The ARAIBA Vision describes the future that we want to create and that future that we are working towards is:
A WORLD WHERE BUSINESSES DO WELL BY DOING GOOD
We want to create a world where being a responsible and inclusive business is the reason that companies become successful because that will create a world that has a powerful and positive impact on The Triple Bottomline of Profit, People and Planet.
2. Mission
The ARAIBA Mission describes HOW we will realize our Vision by focusing on doing these 3 things every day and doing them well:
PRODUCT
Our so-called “Product” is a Specific, Measurable, Achievable, Relevant, and Timely (SMART) framework that enables all businesses to adopt The ARAIBA Code On Responsible & Inclusive Business.
[NOTE: Add hyperlink to The Code page.]
PROCESS
We continuously study and research the meaning of “Responsible” and “Inclusive” to discover more relevant and contemporary methodologies to help our members to enjoy the benefits of building a responsible and inclusive business.
PEOPLE
We are a team of people who believe that responsible and inclusive businesses will be more successful in the long-run because the world has a choice and it is increasingly choosing to buy from responsible and inclusive businesses.
3. Category
The ARAIBA Category describes the space that we operate in and what we are as a brand, and our Category is:
A REGIONAL NETWORK FOR RESPONSIBLE & INCLUSIVE BUSINESSES & INDIVIDUALS TO CONNECT, COLLABORATE & ULTIMATELY, CONQUER THE BUSINESS WORLD.
4. Brand Values
The ARAIBA Brand Values articulate the Top 3 values that we embrace to guide us in what we do every day, and our Brand Values are:
RESPONSIBLE
Being responsible means that we constantly remind ourselves and all the people and businesses within our circle of influence that it is our duty to do the right things and do things the right way – all day, every day.
INCLUSIVE
Being inclusive means that we welcome people from all walks of life to participate and contribute to businesses, as long as they share the values of the business in question, and they can contribute positively.
COLLABORATIVE
Being collaborative means that we know that no man (or woman) is an island onto themselves and we all have strengths we can use to help others and weaknesses that we need others to help us make up for; and as such, we are stronger together.
5. The Enemy
The Enemy simply describes The No. 1 Problem that ARAIBA was incepted to solve and we believe that to be:
THE LACK OF UNDERSTANDING.
We believe that most businesses and individuals will do what is right if they understand what is right and how to do it. “The Lack Of Understanding” is therefore the biggest stumbling block in achieving a world where all businesses and highly-responsible and totally-inclusive. That is the Enemy that ARAIBA is here to combat by raising awareness in the ASEAN region through advocacy, education, training initiatives, certifications, partnerships and other means.
6. Value Proposition
The Value Proposition describes The No. 1 Benefit that ARAIBA brings to its members and its community and our Value Proposition is:
YOU GET TO DO BUSINESS WITH COMPANIES & PEOPLE WHO PREFER TO BUY FROM RESPONSIBLE & INCLUSIVE BUSINESSES.