Launch a brand,

not a product

Start-ups have ground-breaking ideas, cutting-edge technology and wizardry for new products and services. But they often struggle to codify their insight and passion into a clear brand purpose. 


Venture Capitalists are experts in scaling companies, increasing product-market fit and know the importance of a winning brand strategy in times when purpose-led brands lead to stronger sales and increased customer lifetime value. 
But isn't it a struggle to nail the portfolio start-ups "why"?  

It’s never been more important to stand for something bigger than product alone. Purpose-led brands create more relevant experiences and build more resilient customer relationships. A clear sense of self and reason for being as a business is essential to stand out in today’s abundance and complexity.

We help VCs to boost their portfolio companies' brand awareness and value.



"The public expectations of your company have never been greater... Every company must not only deliver financial performance, but also show how it makes a positive contribution to society. Without a sense of purpose, no campany, no matter if public or private, can achieve its full potential." 

Larry Fink, Chairman and CEO of BlackRock



20% of startups fail through being out-competed

(CB Insights)


62% of customers want companies to stand up for the issues they are passionate about

(Accenture Research)



15% of startups fail due to poor marketing

(CB Insights)


A Tribe Called Humans can help you translate
your passion into purpose

The Tribe is an experienced collective of experts including Brand Strategy, Innovation, Customer Experience, Change Management, Design, Psychology, Consumer Research, Science & Education and VC. We’ve blended methodologies from human-centred design, design sprints and agile working with a focus to maximise the potential of your ideas. 

We run effective and efficient sprint sessions with your portfolio companies to turn their big ideas into human-centred brands. We also provide 1-1 consultancy to help shape and build on your ideas to increase value.

Image by Daniel Gonzalez

1. What needs
changing and why

Scoping out the requirements


Consultancy session to evaluate where brand lies as a priority to your business.  

Free check-in on how well developed your brand purpose and narrative are.

Free 60 mins consultancy session

über die Erde

2. Laying the brand
foundations for success

Tailored sprint session building on the scoping evaluation

You and your team will define your reason for being, your story and personality in a human context. 

We will determine the core beliefs wich will guide the way you behave.

2-day sprint session or 3x3 hours individual modules  

Weiß Gewölbte Decken

3. Walking the talk
of your brand ambition

Post Transforming, you receive free guidance 

Advice on the next steps and additional support required. What are the short and medium term implications to realise

the full potential of the brand ambitions.

Free 60 mins realisation workshop 

Here are some of our clients

Image by You X Ventures

Accelerate your growth and

provide sustainable momentum





Meets needs


Low barriers to competition

Tangible assets



Fans & Advocats


Creates desire


High barriers to competition

Tangible and intangible assets


Investor appeal + greater sales

Long term customer loyalty

Higher CLTV

Price premium

Emotional attachement

Stronger competitive advantage

Higher market value and earning multiples (revenue and payouts)