Light Creative, a branding and creative design firm serving global start-ups, has edged toward focusing the majority of business on African companies. AFKInsider recently interviewed Jeffrey Manu, Light Creative Founder who spoke about branding — specific to Africa, projecting company values, managing capital and creative branding impact. Leaning on a background in advertising and tech, in part one of the interview Manu elaborates on the importance of mentorship, venture capital funding and scaling a business model.
“What we usually tell people is to communicate your values to your customers and to the people who work for you. That’s really what a brand is: communicating your values to people. That’s usually our standard advice with regards to your products, with regards to your services and how you treat the people who work for you — it’s all a part of your brand,” Manu said.
“There’s so much competition out there that if you’re not specific of what you’re about, people confuse you. If I can position you in my mind as this is what you stand for and these are what your values are — then I know that I can buy from you.”
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