Nordic companies have a unique competitive advantage through their origin. The Nordic countries consistently rank at the very top of international indices measuring happiness, transparency, quality of life and social progress.
Too few companies use this as a strategic advantage, probably in an attempt to appear “global”. But lacking a clear origin risks making your brand homeless in your customers’ minds, or in worst case being associated with parts of the world that is not seen so positive. In both cases, your chances of closing deals decrease.
Positioning is about creating differentiation – something that sets your brand apart from the competition. And since a company’s country of origin impacts the credibility of its positioning, it’s fortunate that Nordic countries are so positively differentiated – independent if you are of Swedish, Danish, Norwegian, Finish or Icelandic origin.
There are two primary ways to connect your company with its origins:
1) Explicit: You can use your country as part of your message. Well-known examples are IKEA painting their stores blue and yellow, Carlsberg with “The Danish Way”, Framo highlighting that all production is done in Norway or Finish companies using “sisu” in their positioning statement.
Companies like H&M and Spotify even use their Swedishness as a recruitment tool in the U.S., where Swedish firms offer better vacation and maternity benefits than most American ones.
2) Implicit: You can use your Nordic roots as the reason to believe in your arguments, eg honesty or environmental awareness. Instead of explicitly mentioning your country, use a Nordic tone and a clean, minimalist visual language like many Nordic design companies have become known for. In many international contexts, that’s enough to create a unique identity.
But remember: it’s not about where products are made or where your company is registered – it’s about where your customers believe your brand belongs. Apple’s phones are made in China, but the brand lives in California which is underlined by the statement “Designed by Apple in California”.
To summarize: Being a Nordic company offers a unique positioning opportunity since it represents many positive associations. It’s there, it’s available and it’s free. So why don’t use it strategically to get a competitive advantage?
If you want to discuss positioning possibilities, you are always welcome to contact ulf@sfinxagency.se
