Susanne Carlson

I’m a Team Leader and brand strategist. My experience spans brand positioning, brand platforms, identity, packaging and communication, as well as project leadership and bringing multidisciplinary teams together around a shared direction.

I enjoy finding the clarity in complexity, understanding what makes a business and its brand distinctive, deciding what really matters, and turning that into a direction people can act on. I bring an analytical and creative mindset, a structured way of working, and the ability to connect strategy with execution.

Purpose should give a business a clear reason to matter through the value it creates for people and the positive change it can contribute to. To me, it's about connecting what a company can uniquely contribute with what people care about and what drives long-term business success. It should act as a strategic compass, guiding choices, priorities and behaviour. If it doesn’t shape what the company actually does, it’s probably just words.

There are many things I love about my work, but what I find most satisfying is creating real business impact through brands.

I love taking a complex business or brand challenge and finding the thing that makes everything click. Asking the right questions, challenging the obvious answers and finding a position that is relevant to people, credible for the business, commercially attractive and distinctive in the market. That moment when all the pieces fall into place is hard to beat.