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When I began my education in Sweden back in 2011, I was determined that my upcoming Bachelor’s degree in Media and Communication would open the doors for a career within journalism. As a person who loves to tell stories I had decided that I could pursue a career in storytelling, and a journalist would be the perfect occupation.
At least that’s what I thought.
Before I got to the US I hadn’t quite encountered the term “branding.” Compared to the Swedish brand and advertising industry, the term “branding” is more visible here in the U.S. It’s not that Swedes don’t work with branding – in fact, it’s the other way around. A lot of agencies describe branding in their work, but they never use the term. They describe their way of working with strategies, storytelling and relationships, but very few link those processes to branding. That’s a shame in my opinion, since the term includes all those components in one simple, single expression. Swedes are very good at bringing English words into the Swedish vocabulary, yet letting them keep their English spelling and/or pronunciation (possibly due to the fact that many languages descend from Latin, but let’s leave that for now). My point is, Swedish professionals within this industry should become more aware of the fact that they are working with b-r-a-n-d-i-n-g, and include the term in their work.
So what contributes to the fact that branding isn’t as in the spotlight in Sweden as it is in the U.S.?
Well, one thing I’ve noticed – and remember that these are only my own reflections – is that Swedes are still very into PR. Over the last couple of years, plenty of new and hip PR agencies has popped up over our oblong country and a lot of youths in the beginning of their 20’s are aiming for a career within this field and marketing as well.
Fair enough, it makes sense, considering that it’s more crucial than ever to be seen and noticed in the world of brands. It’s understandable that companies need the help from advertising and PR agencies in order to get their message out there. But it’s also extremely crucial that both parties understand the importance in telling the brand’s story and that every campaign and move should be a part of the bigger picture.
Sweden is a small country and is very much influenced by the U.S., especially when it comes to pop culture. We watch the same sitcoms, listen to the same artists and get inspired by various viral phenomenon (like the rest of the world.) And no matter how much I love my home country, there are a few things I’ve learned here that I wish to see more of in a Swedish brand and advertising industry. Like the innovative and provocative way of storytelling, the absence of the Law of Jante* and how distinctiveness plays a huge part in the working process.
As I mentioned in the beginning, I love telling stories.
But as you might understand at this point, I’m no longer aiming to become a journalist. At all.
When I’m going back to Sweden, I’m going to make people within the Swedish industry more aware of the branding concept, and I’m aiming to become a skillful brand strategist and make the term more visible.
Because the story behind branding is a story I believe in.
*The Law of Jante is a negative concept within the Swedish society and describes a condescending attitude towards individuality and success. It’s a mentality that de-emphasizes individual effort and places all emphasis on the collective, while discouraging those who stand out as achievers. Basically, individuals are not to think they’re special or better than anyone else.