I work with Brand & Marketing strategy at the level where growth, trust, and brand meet.

With 20+ years of experience building and growing brands, I help companies and leadership teams make better marketing decisions by understanding how attention, perception, and trust actually work together over time.

I don’t see brand as visuals or campaigns.
I see brand as the trust layer inside marketing.

I believe marketing only works when it’s intentional.
Attention creates awareness.
Trust creates brands.

That means:
• using attention deliberately, not desperately
• building awareness without eroding credibility
• aligning what companies say with how they behave
• making marketing decisions that hold up long after the campaign is over

I’ve been leading strategy and brand marketing for Lantmännen- northern Europes leading cooperation in Food, Agriculture, Machine, Energy and awarded #1 Sustainable Brand in Sweden. Also awarded with Signum Award for long-term Brand building. 

I also done marketing for companies like Coca-Cola, Polaroid, LIDL and Volvo to food startups, energy companies, and EU-funded innovation projects. 

www.annelihansson.com

Anneli Hansson

Most designers start with the brief. The best designers question it first.

I know what you're thinking:

"But isn't it my job to solve?"

Yes. But not alone.

The best work happens in co-creation with the client.
Ask the questions together, and you already have buy-in before the reveal.

5 questions to ask:

- What problem are we actually solving?
- Who is this for?
- What do I want them to feel, think, and do?
- How does this stand out in our category? 
- What makes it recognizable? 

These are not design questions.
They are strategy questions.

Do you often have these conversations with your clients?

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I'm Anneli. I help designers become brand strategists- after 20+ years of doing it myself.

#brandstrategy

I teach designers how to lead with strategy — not just deliver design. 20+ years in brand strategy. Author at TheFutur. TEDx speaker. Join my community of designers turning strategists.💚

Designers. Start asking strategy questions.

Branding is not strategy.

I made this carousel because I keep seeing the same mistake.

New logo. New colors. New fonts.
Everyone gets excited.

Six months later?
Still no clarity. Still no direction.

Because they skipped the foundation.

Swipe through to see the difference between branding and brand strategy, and why it matters more than you think.

Save this if it resonates. Share it with someone who needs to hear it.

What's your take? Do most businesses confuse the two? Do you?🩷

#brandstrategy

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