When a company seeks new markets, it starts as a stranger to its audience. 

This is where having a strong brand plays a key role. It sets the company apart and builds trust. This is where the brand leaves a lasting imprint, according to Ana Kristiansson, the programme’s mentor. She is the Creative Director at the design agency Desinder, and founder of Portia, a company providing Digital Product Passports for sustainable fashion businesses. 

– It’s not about who’s the loudest. It’s about who manages to make an impression on the mind of the consumer. A good brand always starts with a good product – a poor product gets you nowhere when building a brand, says Kristiansson. Every company’s priority should be developing and manufacturing excellent products. 

Besides quality, the product should also have a broad appeal with consumers. 

– Even the world’s best product will not sell unless it appeals to the consumer aesthetically, addresses their needs, or reflects their values, Kristiansson points out. 

Having a recognisable and attractive brand not only enhances product sales – it also engages consumers and builds a tighter bond with them. The stronger the brand, the more efficient it is at creating value. 

– A highly regarded brand allows a higher price point, thus creating conditions for faster growth, says Kristiansson. 

Kaiko heading for Europe 

One of the companies participating in the programme, Kaiko, is gearing up to enter the global stage. 

– We have ambitious dreams to build Kaiko into a world-class brand, says Mirjam Sokka, Kaiko’s founder and visionary leader. – We want to be the next Finnish fashion brand to gain an international footing and succeed commercially. 

At Kaiko, everyone is focused and working steadily toward internationalisation. The agility and desire to grow are already there – what they are looking for in the Brand Business Booster programme is the practical means, confidence and focus needed to take concrete steps toward global success. 

The Kaiko team is especially interested in learning what top-level brands have done to achieve their success. 

– We also want to hear how they’ve adapted their operations in the new markets. Kaiko needs to remain Kaiko even when it’s out there – even if the marketing has to be moulded to suit the local culture, says Essi Pailinna-Bertell, the company’s AD and Brand Manager. 

Pailinna-Bertell is convinced that the internationalisation efforts will prove useful for the domestic market, too. 

– By having to stop and consider the basics, we will gain a stronger grasp of our essence, she says. 

Emotions influence purchase decisions 

There is a feeling attached to an appealing brand, a feeling imparted by stories and values. 

– Consumers are not just buying products that look nice, Kristiansson says. – Equally important are shared values, a joint vision, and common principles. 

Kaiko’s clothes give you the permission to be boldly visible. They are worn to formal events and celebrations, and people have even walked down the aisle in them. Pailinna-Bertell uses the words “empowering” and “inspiring” to describe Kaiko. 

Because that’s what Kaiko is not only to its customers, but  also to those manufacturing their jewellery and clothing. They are paid a living wage, and up to seven per cent of each item sold goes to Nepal to develop working conditions. 

Responsibility is an integral part of Kaiko’s essence. Sokka, with her passion for fashion, wants to balance the superficial image attributed to the industry by offering the brand’s clientele the opportunity to do good. 

This resonates with the customers. 

– When you know who has manufactured your jewellery, you want to share that story. What also resonates with people is knowing that the women who make the jewellery do so in a safe environment, working from their homes, Sokka says. 

Increasingly, successful brands are founded on sustainable business operations. Kristiansson believes that, in the future, brands will need to focus on sustainability and promoting circular economy. 

– There are expectations concerning the transparency of operations and the traceability of products. Gen Z especially wants to see the reality behind the logo, explains Sokka. 

For now, sustainability is not the primary factor influencing purchase decisions. It is not Kaiko’s leading message either. 

– The product and the story need to be appealing, of course, Pailinna-Bertell says. 

Focus on interaction 

A strong brand is built on consistency, clarity and the repetition of the central message. Being genuine is an advantage, and the story needs to be consistent throughout the brand’s communication channels. 

– People should be able to comprehend in seconds what your brand represents, Kristiansson says. 

In her view, the biggest challenge in brand work is when a brand tries to be everything for everyone. True distinction comes from listening – to your customers and your own team – and staying true to your mission and story. 

– What do people say they love – and hate – about your brand? What about your work, creative process and the way you communicate? What makes them unique? That’s what your brand DNA is all about, says Kristiansson. 

Listening requires not only curiosity but also humility. The company needs to ask questions, analyse data and make bold changes. 

– It’s not a guessing game – it’s ongoing interaction, Kristiansson stresses. 

Since day one, Kaiko has had a vibrant connection with its customers. This makes sales a two-way, engaging interaction. 

– Our customers leave lots of reviews that we read actively, Pailinna-Bertell says. – It’s a privilege to have clients who have so many lovely things to say about us. Our customer-oriented approach extends to everything we do. In addition to communication, you can see it in our product development and pattern design. 

It is no accident that the brand has created such a deep sense of commitment. 

– We don’t just sell outfits and accessories. We engage our clientele. We want to be a brand that offers meaningful experiences. When your customers become fans, you have a stronger chance of success, Pailinna-Bertell sums up.