Branding Brilliants – Mikko Koskinen
"Branding is a little bit like ski jumping, if you start holding back at the take-off ramp, you are not going to fly far."
Mikko Koskinen's unique analogy perfectly captures his approach to brand building—it requires commitment, courage, and momentum. In this interview, he shares insights from building and leading brands that dare to take the leap.
The Courage to Commit
"Half-hearted branding efforts are worse than no branding at all," Mikko explains. "When you decide on a brand direction, you need to commit fully. That's where the ski jumping analogy comes in—hesitation at the crucial moment leads to failure."
Building Momentum
According to Mikko, successful brands build momentum through:
- Clear and bold positioning that stands out in the market
- Consistent execution across all touchpoints
- Investment in brand building even when ROI isn't immediately visible
- Creating a culture where everyone is a brand ambassador
Taking Calculated Risks
"The biggest risk in branding is playing it safe," Mikko notes. "Brands that try to appeal to everyone end up meaning nothing to anyone. You need to be willing to polarize to truly connect with your target audience."
Learning from Failure
Not every jump lands perfectly, and Mikko is candid about the importance of learning from branding missteps:
- Analyze what went wrong without blame
- Extract lessons that can be applied going forward
- Don't let fear of failure prevent future bold moves
- Share learnings openly to build a culture of innovation
The View from the Top
"When you fully commit to your brand and take that leap, the view from the top is incredible," Mikko concludes. "You see opportunities and connections that weren't visible from the ground. That's when branding becomes truly transformative for a business."
