1. Values aren't just words on a wall, they're the blueprint
At IKEA, everything begins with values—like simplicity, cost-consciousness and being "for the many." Nina explains that these values come straight from The Testament of a Furniture Dealer, written by the founder in 1976—and surprisingly, it still holds up today. These aren't abstract ideals; they guide real decisions every day, from design to store layout. For social entrepreneurs, values are often already baked into the business model, but don't assume people "get it." Make them clear, live them consistently, and use them as your north star in both your storytelling and decision-making.
2. The product is the brand
Whether it's a smart storage solution or a flatpack wardrobe, IKEA's products are at the heart of everything. Nina says it simply: "The product is our identity." At IKEA, the goal is to make great design affordable and everything, from design to fulfilment, and every piece of furniture, reflects that promise. For social enterprises, your offering should do the same. Whether you're selling upcycled clothing or offering training for marginalised youth, your product or service should demonstrate your impact. If it doesn't deliver, no amount of good intentions will make up for it.
3. Yes, flatpacks and meatballs are iconic, but it's deeper than that
Sure, the blue-and-yellow stores, giant bags, and Swedish meatballs are part of IKEA's signature look. But Nina reminds us that these visuals only work because they're grounded in something more meaningful: trust, consistency and emotional connection. The brand isn't just about what you see, it's about how it makes you feel. What truly sticks with customers is the emotional experience: feeling welcome, empowered, even a bit inspired. Focus not just on your logo or font, but on the feeling your brand creates. Are people inspired? Do they feel like they're part of something meaningful? That emotional connection is what builds loyalty.
4. Adapting doesn't mean losing your roots
Expanding into new markets? Nina says the trick is to stay true to the core (affordable design for the many) while adapting to local needs. Consider furniture designed for humid climates, clever storage solutions for tiny city flats, or smaller-format stores catering to car-free customers. It's all about keeping the essence of IKEA intact, while making it feel local. When expanding into new markets or communities, this is key. Keep your core values consistent, but listen and respond to local needs. The most effective brands are both recognisable and relevant.
5. Guidelines matter, but insights matter more
Franchisees aren't left to guess. IKEA provides detailed brand guidelines and works closely with teams around the world to adapt them to current trends—whether it's social media, smaller stores, or third-party platforms. There's a lot of behind-the-scenes effort (and data!) going into understanding how people live and shop, and how IKEA can be part of their everyday life. When thinking about growth, whether through new team members, partners or locations, having some simple brand guidelines can help. Think about things like: What tone do we use? What visuals feel like "us"? What promises do we always keep? Documenting these will save you time and confusion down the road.
6. Digital can be a challenge, but also a huge opportunity
Nina is refreshingly honest: shifting from showroom to screen hasn't been easy. The catalogue used to drive sales like magic, but those days are over. Now, IKEA is focused on solving the "last mile" challenge, making delivery faster and greener, and bringing the same delight of discovering a chair in-store to your phone screen. Spoiler: there's no one-size-fits-all solution. Digital may seem overwhelming, but it's also where you can reach the many without the overhead of physical spaces. Whether it's an online shop, social media presence or digital storytelling, meeting customers where they are is key.
7. For new brands, consistency beats complexity
Thinking of building your brand? Nina's advice: don't overdo it. You don't need a big agency or glossy brand book to start building a brand. Start simple, stay consistent, and focus on a clear story and strong values. People want to connect with people—not just logos. If your brand feels personal and genuine, they'll come back for more.
8. Test it like your customer would
Before you build an elaborate brand bible, try Nina's go-to exercise: show your idea to someone not involved and see what they understand. The outside-in view can help you find what matters most, and spot what's missing. Does your message land? Does your product make sense? And most importantly, does it make people care? Oh, and don't wait for perfection. Try small, test often, and learn as you go.
Final thought
You don't have to be a global giant to build a brand that resonates. What you do need is a strong sense of purpose, the humility to listen, and the consistency to keep showing up. IKEA's journey shows that a brand built on values, clarity, and customer connection can go far—and so can yours.
At IKEA, everything begins with values—like simplicity, cost-consciousness and being "for the many." Nina explains that these values come straight from The Testament of a Furniture Dealer, written by the founder in 1976—and surprisingly, it still holds up today. These aren't abstract ideals; they guide real decisions every day, from design to store layout. For social entrepreneurs, values are often already baked into the business model, but don't assume people "get it." Make them clear, live them consistently, and use them as your north star in both your storytelling and decision-making.
2. The product is the brand
Whether it's a smart storage solution or a flatpack wardrobe, IKEA's products are at the heart of everything. Nina says it simply: "The product is our identity." At IKEA, the goal is to make great design affordable and everything, from design to fulfilment, and every piece of furniture, reflects that promise. For social enterprises, your offering should do the same. Whether you're selling upcycled clothing or offering training for marginalised youth, your product or service should demonstrate your impact. If it doesn't deliver, no amount of good intentions will make up for it.
3. Yes, flatpacks and meatballs are iconic, but it's deeper than that
Sure, the blue-and-yellow stores, giant bags, and Swedish meatballs are part of IKEA's signature look. But Nina reminds us that these visuals only work because they're grounded in something more meaningful: trust, consistency and emotional connection. The brand isn't just about what you see, it's about how it makes you feel. What truly sticks with customers is the emotional experience: feeling welcome, empowered, even a bit inspired. Focus not just on your logo or font, but on the feeling your brand creates. Are people inspired? Do they feel like they're part of something meaningful? That emotional connection is what builds loyalty.
4. Adapting doesn't mean losing your roots
Expanding into new markets? Nina says the trick is to stay true to the core (affordable design for the many) while adapting to local needs. Consider furniture designed for humid climates, clever storage solutions for tiny city flats, or smaller-format stores catering to car-free customers. It's all about keeping the essence of IKEA intact, while making it feel local. When expanding into new markets or communities, this is key. Keep your core values consistent, but listen and respond to local needs. The most effective brands are both recognisable and relevant.
5. Guidelines matter, but insights matter more
Franchisees aren't left to guess. IKEA provides detailed brand guidelines and works closely with teams around the world to adapt them to current trends—whether it's social media, smaller stores, or third-party platforms. There's a lot of behind-the-scenes effort (and data!) going into understanding how people live and shop, and how IKEA can be part of their everyday life. When thinking about growth, whether through new team members, partners or locations, having some simple brand guidelines can help. Think about things like: What tone do we use? What visuals feel like "us"? What promises do we always keep? Documenting these will save you time and confusion down the road.
6. Digital can be a challenge, but also a huge opportunity
Nina is refreshingly honest: shifting from showroom to screen hasn't been easy. The catalogue used to drive sales like magic, but those days are over. Now, IKEA is focused on solving the "last mile" challenge, making delivery faster and greener, and bringing the same delight of discovering a chair in-store to your phone screen. Spoiler: there's no one-size-fits-all solution. Digital may seem overwhelming, but it's also where you can reach the many without the overhead of physical spaces. Whether it's an online shop, social media presence or digital storytelling, meeting customers where they are is key.
7. For new brands, consistency beats complexity
Thinking of building your brand? Nina's advice: don't overdo it. You don't need a big agency or glossy brand book to start building a brand. Start simple, stay consistent, and focus on a clear story and strong values. People want to connect with people—not just logos. If your brand feels personal and genuine, they'll come back for more.
8. Test it like your customer would
Before you build an elaborate brand bible, try Nina's go-to exercise: show your idea to someone not involved and see what they understand. The outside-in view can help you find what matters most, and spot what's missing. Does your message land? Does your product make sense? And most importantly, does it make people care? Oh, and don't wait for perfection. Try small, test often, and learn as you go.
Final thought
You don't have to be a global giant to build a brand that resonates. What you do need is a strong sense of purpose, the humility to listen, and the consistency to keep showing up. IKEA's journey shows that a brand built on values, clarity, and customer connection can go far—and so can yours.