Johanna Borgström

Content Lead & Operations Manager at Plan.Net Nordics

Johanna Borgström works in the intersection of business strategy, communication, and organisational change. With a background spanning copywriting, brand development, content operations, and strategic consulting, she helps organisations turn complex ambitions into stories, structures, and actions that people actually understand and engage with.

Throughout her career, she has worked with leadership teams, international brands, and growing organisations with everything from website developement, agile coaching and change communication to brand positioning, content creation and customer experience. So far she spent half her career navigating complex communication roles at the Swedish National Agency of Education and The Swedish Tax Agency, and the other half in the agency world helping brands like BMW, MINI and Key Solutions.

Today, much of Johanna's focus is on the impact of AI on communication, content, and brand building. She is particularly interested in how emerging technologies are changing not only how organisations communicate, but how people discover, trust, and engage with brands.

Known for combining strategic rigour with creativity and curiosity, Johanna believes the most powerful ideas are often the simplest ones: helping people understand where they are going, why it matters, and how they can be part of the journey.

Johanna's Topics

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Content Strategy & Operations

Most organisations don’t have a content problem. They have a system problem. More channels, markets, formats and stakeholders have created an enormous demand for content, while AI is increasing both the possibilities and the complexity.

Johanna helps organisations rethink how content should work across strategy, production, localisation and distribution. By connecting customer needs and brand objectives with roles, processes, governance and new technology, she helps move content from a series of individual deliverables to a more coherent operating model.

The result is a content organisation that can work smarter and scale more effectively, without sacrificing relevance or brand quality. Less duplication and production for production’s sake. More clarity around what to create, for whom, why and how it creates value.

Brand Voice & Brand Identity

In a world where anyone can produce more content, faster than ever, how your brand sounds is becoming just as important as what it says. A distinctive voice creates recognition, builds trust and makes your brand feel like the same brand wherever customers meet it.

Johanna helps organisations define what their brand should sound like and turn positioning, personality and values into a verbal identity people can actually use. From tone of voice principles and messaging frameworks to practical guidelines and examples, she makes the strategic idea tangible enough to work in everyday communication.

The result is greater consistency without making everything sound the same. Teams, agencies and increasingly AI can create content with more confidence, while the brand becomes clearer, more recognisable and harder to replicate.

Change Management & Agile Coaching

Change doesn’t happen because a new strategy, structure or way of working has been decided. It happens when people understand what needs to change, why it matters and are given the tools to move forward together.

Johanna helps organisations turn change into action by combining change management, communication and agile coaching. She works with leaders and teams to create clarity around direction and priorities, while introducing practical ways of working that make it easier to collaborate, adapt and make progress when everything cannot be planned in advance.

The result is change that becomes part of everyday work rather than a separate initiative. By combining clear communication with iterative ways of working, Johanna helps organisations create momentum, learn along the way and turn strategic ambition into real behavioural and organisational change.