#853: Sköna CEO Jenny Sagström on design consistency in high-growth brands

About this episode

Jenny Sagström discusses the importance of design consistency in high-growth B2B brands and the challenges that arise from rapid expansion.

In the race for B2B growth, we often prioritize speed over everything else. But what's the real cost when your brand starts to look like a collection of spare parts cobbled together by different teams? Agility requires a strong, foundational framework to enable speed without sacrificing coherence. It's about empowering teams to move quickly and independently, while still ensuring every customer touchpoint feels like it comes from one unified brand. Today, we're going to talk about why brand and design consistency is often the first casualty of high-growth B2B environments, and paradoxically, one of the most critical assets to protect. We'll explore how that fragmentation happens, from different teams launching products to rapid hiring, and discuss why building a consistent brand isn't just a "nice-to-have"—it's a direct line to building trust and long-term value with your customers.To help me discuss this topic, I'd like to welcome, Jenny Sagström, CEO at Sköna. About Jenny Sagström Jenny is cofounder and CEO of Sköna, a B2B creative agency that’s been building brave brands for innovative technology companies since 2004. Jenny entered the agency world in 1998 with Kraftverket in…

People in this episode

Host: Greg Kihlström

Guest: Jenny Sagström

Topics covered

• B2B growth
• brand consistency
• design coherence
• high-growth environments
• customer trust
• team empowerment

Keywords

• B2B marketing
• brand design
• growth strategy
• customer experience
• agility
• team dynamics

Mentioned in this episode

Organizations: Sköna, Kraftverket, Corsi & Partners, Oakland Raiders

Places: Stockholm, San Francisco Bay Area

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