What is it really like to step into a growing group mid-stream and take responsibility for brand development from day one?

 

During the autumn and spring, I had the opportunity to work as Interim Brand Executive at Dstny Group, a European telecom company with high ambitions, strong growth, and a complex organisation.

 

Here are some of the key lessons I take with me from the assignment and why they are relevant for anyone who wants to build strong brands in times of change.

 

1. Step in quickly, but listen even faster

As an external consultant, you naturally want to deliver right away. But the most important thing I did during the first few weeks was to listen.

What questions are being asked internally? What signals are being sent externally? Where is the gap between strategy and reality?

 

2. A brand is more than a visual identity, it lives in the culture

Dstny already had a strong name and a clear visual identity. But the real brand is shaped every day, in internal meetings, in onboarding, in sales presentations.

A large part of my role was about embedding the brand internally, not just refining it externally.

 

3. Collaboration beats delivery

As an external resource, you need to balance the roles of advisor and doer. But you should never become the sole problem-solver.

The most sustainable results happen when you build *with* the team, not "for" them.

 

4. Dare to prioritize and simplify

Strong brands don’t grow from added complexity, they grow from clarity.

One of my most valuable contributions was identifying what we should "not" spend time on, and instead focusing on what truly made a difference.

 

Being part of Dstny Group as Interim Brand Executive has been an intense and rewarding journey.

It reminds me why I love working with strategy and communication in times of change because it’s ultimately about people, courage, and purpose.

 

If you want to know more about how we at Spark Strategic Communication can support with interim brand leadership or brand strategy, get in touch, or start with a conversation.