Branding Brilliants – Daniela Tjeder

"Consistent but not predictable."

Daniela Tjeder brings a unique perspective to brand building, balancing the need for consistency with the importance of surprise and delight. In this installment of Branding Brilliants, she shares her approach to creating memorable brand experiences.

The Balance of Consistency and Surprise

"Brands need to be recognizable and reliable," Daniela explains, "but they also need to evolve and surprise their audiences. The trick is knowing when to be which."

Creating Memorable Moments

Daniela's approach focuses on creating what she calls "brand moments" - unexpected touchpoints that reinforce brand values while delighting customers. These can range from packaging surprises to unexpected customer service gestures.

Building Long-term Brand Value

The key to sustainable brand building, according to Daniela, is understanding that brands are built through thousands of small interactions over time. Each interaction is an opportunity to reinforce or evolve the brand narrative.

Practical Applications

• Maintain core brand elements while experimenting with execution
• Use data to understand when customers expect consistency vs. novelty
• Create systems that allow for both efficiency and creativity
• Measure brand health through both quantitative and qualitative metrics