How to put people at the heart of your brand

Our fireside chat with founder/CEO and investor Joachim Westerveld took an unexpected turn last week. We thought we would talk about the value of brand building to a business. In short, we thought it was going to be about money. Instead, Joachim opened our eyes to the importance of people and culture.

He shared how he brings this to life at Greenspoon, Bio Foods, and Highlands drinks - three Kenyan brands that have become household names.

It's about creating deeply consumer centric brands, as well as investing in people on your team - and that is where the true value of brand comes in.

Here are two sneak peaks at the conversation. 🙏 A big thanks to Joachim for sharing his expertise so openly and generously.

How do you get your team to stick to your brand values?

You can put them in decks and on the wall, but that top-down strategy rarely works. 
Joachim’s advice? Turn it around. “Let the behavior of people set the norm and codify the norm.”

If you’re looking for a collaborative way to define your values as a team - we have a fun group exercise for that.

how do you build a customer-centric brand?

Brand is what you do every day, and understanding who you do it for should be the first priority of any entrepreneur.

Do you want to get a front row seat to more conversations like this?

Become a member of the Brand The Change! You get free access to monthly fireside chats, the full recording if you missed it, as well as 20 minute audio take-outs if your time is precious. And… a voice in who we speak to next!