IN CONVERSATION | 4 minute read
Building brands for people with Maja Sandberg
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Sandberg Group was founded in 2021 by Maja Sandberg, driven by a belief that brand relevance is fundamental to business success. In a conversation with Maja, we explore the vision behind Sandberg Group and why the emotional connection between brands and people is more important than ever.
Building brands for people
Our philosophy revolves around a deep understanding of the target audience. It’s all about understanding the needs and desires of your customers. Not just what they express today but also what they’ll need tomorrow.
“The most fundamental starting point for growing a successful brand is knowing the type of person you want to cater to,” she says. To us, this isn’t just about identifying a demographic or segment, but understanding the values that drive a person’s behavior and decisions.
“Brands that form strong emotional connections with their customers have the ability to extend beyond specific products. They become meaningful in various situations,” Maja continues. This connection is no secret to customer-centric businesses, but Maja questions why so many brands still struggle to create such bonds.
According to Maja, one of the biggest obstacles is that many brands lack clarity on what truly motivates their target audience. “The determining factor for what we love about brands is what we value as consumers,” she explains. “If brands don’t understand these motivations, they won’t resonate emotionally with their customers.”
It’s not enough to segment customers based on superficial characteristics. Instead, understanding the emotions, behaviors, and desires that influence buying decisions is crucial for success. Brands like Apple, IKEA, and Nike are great examples of businesses that have identified and tapped into the values of their audiences.
Building products for needs
Building a brand doesn’t stop with the first product or service. It’s about expanding into new areas while maintaining the essence of the brand that first attracted customers.
“To make the most of your brand, you need to look at both current and future offerings,” she advises. Successful brands are growing and diversifying their product lines to expand into new markets or verticals with high business potential and growing market demand.
“What’s common among successful brands is that they meet consumer needs better than existing options,” Maja says. “And these needs are dynamic. They vary across the market depending on the situation.”
Maja emphasizes the importance of understanding the varying needs customers have in different situations or contexts. She suggests that brands should map and analyze these different needs to ensure they remain relevant across a variety of situations. By addressing the full range of their customers’ needs, brands are better positioned to expand and stay top of mind.
Creating long-term relevance
Maja’s vision for Sandberg Group and the brands they work with is clear. To help companies craft strategies that are both forward-thinking and emotionally resonant.
“Brands need to think about the role they are going to play in people’s lives,” she says. “The life expectancy of brands is declining, and it’s more important than ever to understand how to stay relevant by connecting with people on an emotional level.”
At Sandberg Group, we help brands navigate this complex landscape. We believe that successful digital strategies are not only about short-term results but also about building long-term value by understanding customers’ evolving needs and values.
Our focus remains on crafting strategies that make brands relevant not just today but for the future. By understanding the drivers of consumer behavior and addressing their needs across various situations, brands can create more meaningful connections and achieve long-term business success.
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