To succeed in international markets, a company needs a strong brand and a memorable story. Finland is full of interesting brand stories and we decided to seek inspiration from them. For this reason, we organise customer events that focus on brands and stories and give our customers a chance to hear about how a brand can conquer the world.
This is what our series of Brand & Story customer events is all about. We originally launched the concept at events organised in Helsinki in 2020 and 2021, and it proved to be a success. As we opened an office in Turku at the beginning of the year, we decided to organise this year’s event as a breakfast event on 12 October 2022 at the Visitor and Innovation Centre Joki in Turku. The speakers were Juuso Enala, Brand Strategist at the creative agency Hansdotter, and Anna Rauhansuu, CEO at the farm-based design company Myssyfarmi.
Less is more
Your brand and your story are the elements that make you stand out from the competition and make an impression on customers. In his presentation, Juuso Enala emphasised how less is more. A company must have one key message, with additional depth provided by a story and a brand. Marketing communications must be simple: the more information you provide, the less the target group remembers. A company’s goal is to be remembered by customers, so crystallise your competence into a story.
From Pöytyä to Paris
Myssyfarmi’s CEO and Creative Director Anna Rauhansuu told us how the company set off from Pöytyä to take over the world. Pöytyä and “The Myssy Grannies” are a major element of the Myssyfarmi brand, and it is exactly these brand elements that evoke feelings in the customer. Myssy has a strong brand and story, which have taken the company to Paris Fashion Week and Vogue Scandinavia, for instance. Myssy garments and accessories, hand-knitted and hand-signed by the grannies, are now sold in 16 countries around the world, including Galeries Lafayette in France.
It was interesting to learn how to build a brand and to hear Myssyfarmi’s story. We hope that the morning had something for everyone involved and that we can once again meet and hear more brand stories very soon!