About Kaj Runelund - The Creator of Brand Pics

Kaj Runelund is a brand strategist, lecturer, seminar leader and coach with over 30 years of experience in brand and marketing communications. He views classic marketing from a psychological perspective. The meeting between these two points of view creates interesting and exciting opportunities for successful brand communication.

Kaj trained as a Project Manager at Berghs School of Communication, has a business economics qualification from IHM Business School and a diploma in Psychosynthesis from Psychosynthesis Academy in Stockholm.

According to Kaj Runelund there are two types of brands – Brands that are “True” and brands that are “Pretend”. Brands that are true are fully accepted by all employees. Working towards a true brand starts from ourselves, in contrast to brands that are pretend where there is a discrepancy between management and employees, and  between the company and its customers.

Kaj believes in the inherent power of a brand. A force that unifies management, employees and customers. A force that provides answers to what we want and why we are here. A force that guides us on how we want to manage our relationships, both internally and with the outside world.

About the Brand Pics Test

The Brand Pics Test is a development of the practical exercises I present in the book “Brand Tango” (2009). Here I take a step further by using 50 picture cards to give answers to the question: “What is my brand personality?”.

Understanding the character of your brand is crucial to be able to identify and develop your brand and how it is viewed in the relationship between management and employees, companies and customers, everyone who comes into contact with it.

Both my last book and The Brand Pics Test are based on the belief that companies who take command of their brand win in terms of clarity and profitability. Embracing a do-it-yourself philosophy and involving employees gives a common understanding of the brand and its individuality, which makes a strong impression on clients and others.


My inspiration for the Brand Pics Test comes from Jennifer Aaker’s model of brand personalities, the Myers-Briggs Type Indicator, MBTI, and the “Big Five” by McCrae & Costa; and from clients and participants in my seminars and lectures based on the book “Brand Tango”.

It’s time to put your cards on the table. Which brand personality are you? Take online the test.

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