Kurogo

We turn entrepreneurs into credible thought leaders through personal branding so they can scale their businesses, unlock untapped opportunities and outlast their competition.

It’s not a question of IF you should be building your personal brand, but why you haven’t started yet. 

1️⃣ Customers are willing to pay 13.57x more for those they consider to be elite experts 
2️⃣ 86% of customers trust a company when their senior management team are active on social media
3️⃣ Global executives believe up to 45% of company market value is attributable to CEO reputation

The figures speak for themselves, but if that isn't enough to convince you, check out some of our client results: 

🚀 Jack generated 2.5M views and 6 figures in revenue in 90 days with us 
🚀 Sue generated over 8.3 million views in 4 months
🚀 Olly generated 15,000 newsletter subscribers. 
🚀 Debbie got 1,021,073 views and generated 10,494 profile visits in her first 90 Days!
🚀 James became an Amazon Best Seller 
🚀 Mike won over £13K of new business within 1 Month!

Kurogo is the go-to agency for building powerful personal brands and converting them into meaningful opportunities and real ROI. Our results-driven approach has helped over 150+ founders and CEOs become credible thought leaders and achieve their business goals. 

Ready to become your industry’s go-to thought leader? Find out how we can help you build your personal brand, head to www.kurogo.co.uk or get in touch at hello@kurogo.co.uk.

Director of Growth

FUNC

Hi, we're FUNC. | Since early 2024, 2 friends and I have been quietly building | Coming soon 👀

Co-Founder

Jobvibe

Advisor

BWOWNIES

Supporting the Founder of BWOWNIES, Keelan Waldock, on his mission to be the world’s most-loved brownie company. 

www.bwownies.com

Child Action Northwest

Vice Chair

Non Executive Director and Trustee

Spring North

Spring North's core vision is to develop innovative solutions to create a positive impact on the lives of children, young people, families and the communities in which they live whilst challenging inequality and disadvantage – to enable them to meet their full potential.

Spring North is a member-based organisation which aims to improve the health and wellbeing of residents in the North West - with a focus on addressing inequalities, a target on deprived local communities and a concentration on vulnerable individuals and families. 

Member organisations of Spring North can gain a number of benefits, including: quality improvement, negotiating power and funding prospects, image and profile, strategic capability, business support and bid writing services.

If you’re a grassroots community group, new charitable start-up or an established voluntary organisation, and want to tell us about your work, please email office@springnorth.org.uk or call 01254 503200. 

Registered charity number: 1150126

Armago

Investor and Advisor

Hullo

Hullo is a national not-for-profit organisation born during the pandemic in March 2020. We exist to unlock the power of conversation and create an inclusive, safe and non-judgmental space for people to chat and connect with others. 

Our mission? To connect communities, one conversation at a time. 

Our vision? A world where everyone has someone to chat to.

Since launching, we've built a community of 100+ volunteers, we've connected with thousands of people across the UK and we've unlocked the power of conversation.

Founder

TEDx

Delighted to have spoken at TedX Durham University. The event, titled “Things Left Unsaid, was held on Saturday 8th June 2019 at the Gala Theatre in Durham. 

With 10-days to prepare my TedX talk on mental-health, my first hurdle was to decide specifically on a title. In the end, I chose the title “Mental Health: Where do we go from here?” 

My talk explored my battle with clinical depression in 2015/16, as I explained my symptoms and how my recovery continued well-beyond counselling and therapy. 

I also offered my thoughts on how we can, collectively, move to a better understanding of mental-health as a construct and change the way we perceive it. 

Mental health is being talked about more than ever before. We must build upon the foundations of awareness, and introduce 3 core strategies into our every-day life and society to improve mental-health awareness and support. 
1. Compassion 
2. Connectivity 
3. Community 

My TedX talk is on the official TedX YouTube.

Tedx Speaker

COO @ Kurogo | We Create Thought Leaders Through Personal Branding | x2 TEDx speaker | Advisor, Investor & NED | Law Graduate | I talk about entrepreneurship, agency life and grief

Hey! I’m Lewis. 👋 

Passionate about start-ups and all things charity. Love bright-coloured shirts 👚 and caramel lattes ☕️

- COO @ Kurogo. We create thought leaders through personal branding. Over the last 2 years, we've worked with some of the world's most exciting founders, CEOs and entrepreneurs to build their personal brands. 

- Advisor @ BWOWNIES

- Vice Chair and Non Executive Director at Child Action Northwest 
- Non Executive Director and Spring North.

Here’s 3 random facts about me: 

1️⃣ I’ve played the trumpet for 12+ years 🎺
2️⃣ I’m an only child 
3️⃣ I’m scared of rollercoasters and chalkboards

This is my fifth Christmas without my mum.

I remember how hard the first one was.

It was during Covid, so it was just dad and I.

We sat on our dining table and tried to keep things ‘normal’.

Except it wasn’t.

Far from it.

I felt empty and numb.

The table was set for two people, not three.

Mum’s chair was empty.

We cooked way too much food for dad and I.

We ate lumpy mashed potato (as we could never make it as good as mum).

Around the table, there wasn’t much conversation.

No laughter.

No sounds of Christmas crackers.

Silence.

Every year my mum would do me a stocking (with gifts + chocolates in) (I probably got too old for this).

But there was no stocking.

My Christmas card was signed ‘Dad’.

For all the years prior, perhaps I took these little things for granted.

On Christmas morning, I faced a difficult choice: open my presents or go visit mum.

In the end, I chose to take my presents to her grave and opened them with her.

The holiday period is particularly hard for people grieving.

Or those in another country or city from their loved ones.

You see the empty chair or realise that you have one less plate to make up this year.

It suddenly hits you all at once.

A cacophony of emotions.

If this is your first holiday without someone you love  - hang in there.

I’m thinking of you.

It’s never easy but it does get a tiny bit easier every year.

If today’s hard for you, know you’re not alone.

Merry Christmas all ❤️ 🎄

Lewis Alexander Baxter

COO @ Kurogo - We Create Thought Leaders Through Personal Branding | Co-Founder @ FUNC | x2 TEDx speaker | Advisor, Investor & NED | I talk about entrepreneurship, agency life and grief

Looking for freelance video editors! 🚀 

For Kurogo (+ other projects for this year).

This is a great opportunity if you:

1/ Are experienced with social-first content
2/ Are confident editing short-form for TikTok/Insta/LinkedIn/YouTube Shorts and longer-form content (YouTube)
3/ Have capacity to take on new projects (either retained or ad-hoc)

COMMENT below if you're interested, or, TAG anyone below to recommend someone! 👊 

(+I'll be in touch with more details)

--- 

This blew up. Thank you for the huge response, I’ve read all my DMs and am working through as quickly as I can 🙏

Merry Christmas from all of us at Kurogo, LinkedIn!

As a fully remote company, we aim to get together at least twice per year.

And earlier this month, it was our Christmas Social!

We got our UK-based team (plus Bruce and Emily!) to Suffolk for a 2-night stay in a GORGEOUS manor house.

↳ Festive games
↳ Full-sized snooker table
↳ Swimming pool & sauna

And singing Dancing Queen 47 times

What’s not to love?

We had a fab time!

And I beat Sam at chess. (I promise I wouldn’t mention it)

As much as I bang the drum for remote work, nothing beats in-person connections.

Here’s to the Summer one!


Ps. Our newly-formed social committee of Megan, Olivia & Jake smashed it! 🙏

It's time to let you in on a secret...

For the last 9 months, I've been building FUNC in private.

2 weeks ago, I announced our name.

Today, I'll tell you what we do.

In the last year alone:

260+ new functional drinks products launched in the UK and Europe (NIQ Innova Market Insights, 2024).

So, what are functional drinks?

Drinks that do more than hydrate.
Drinks that are value-add.
Drinks, with a purpose. 

From kombucha, CBD and matcha drinks to electrolytes, vitamin drinks and natural energy drinks...

(and more...)

These drinks need a home. 

FUNC.

We bring together the best of functional drinks, helping people discover and experience drinks with purpose.

Curated by us, enjoyed by you.

Now, we've not launched (yet). 

Coming soon, in 2025. 

At the mo, we're busy building our website and onboarding our first functional drinks partners. 

When we set out on this mission, we didn't just want to be an online platform selling drinks. 

We live, breathe (and drink) functional.

We're a community for the curious. 

 ↳ Events
 ↳ Pop-ups
 ↳ Festivals
 ↳ Activations

TLDR; FUNC is the home of functional drinks. And we can't wait to show you everything we've been working on...

...all in good time! 

Ps. If you've seen me in recent months, I've probably chewed your ear off about FUNC... sorry about that 👀 

-- 

Curious? Follow Lewis Alexander Baxter (me!) to see the behind-the-scenes of building a D2C + community brand from the ground up.

Follow FUNC (we're on Insta too)

My personal brand has consistently unlocked doors for me.

The same has been true for our clients and team members 👇🏻

For clients:
↳ A personal brand helped our client become a best-selling author in multiple countries.
↳ A personal brand helped a client sell out his course and make £80k in 3 weeks.
↳ Another client signed their highest-ever retainer (£11k p/m) through their personal brand.

For team members:
↳ Jessica recently went from 0 to 15k followers in 2 months.
↳ Team members have been invited on podcasts and panels because of their personal brand.
↳ And, Varun is using his personal branding knowledge to get millions of views on Insta.

For me:
↳ Being on LinkedIn and X helped me break into the radio industry aged 18.
↳ My personal brand helped me raise tens of thousands of £££ for charities during COVID.
↳ It landed me a job at Kurogo, after Sam G. Winsbury noticed my personal brand.

No matter who you are.

No matter what your goals are.

Having a strong personal brand will make the process of achieving them easier.

—
Ps. If you don’t know where to start, the Kurogo Academy is for you…

For the first time ever, we’ve put together all the personal branding knowledge we’ve learnt from building 250+ personal brands.

Interested? Visit: https://lnkd.in/ev3d9xqx

I’m 26 and I’ve been a COO for 3 years.

I’m also a Co-Founder and on the board of several charities.

And, you know what?

I’m still learning. 
I ask for help all the time. 
There’s a LOT I don’t know. 
And I still make the wrong decisions. 

There can be pressure in leadership positions to have everything figured out.
(or at least appear like you do).

It’s important we remember that leaders are humans too.
All humans are imperfect, messy, and flawed.
And that’s okay!

Being open about being a work in progress will feel like a weight’s been lifted off your shoulders.

You don’t have to pretend to be perfect anymore. 

Because none of us will ever be finished pieces anyway - no matter how badly we want to be.

What happens when a lifelong Manchester Utd fan bids on a signed Manchester City shirt at a charity auction?

Well…

Story time. 

In November, I attended the Child Action Northwest Charity Ball.

Amazing food. 
Top-notch entertainment. 
And raising funds for an inspiring charity. 

CANW supports children, young people and their families across the Northwest of England (and beyond). 

I’m proud to be their Vice Chair and have attended the ball for the last few years.

This year’s auction featured incredible prizes. 

One of them? A Man City shirt signed by Phil Foden.

Now, as a Manchester Utd fan, why would I bid?

Well, to nudge others to bid higher and raise more for charity. 

But guess who won the shirt?

Me!

Now, I have a Man City shirt.

Signed.
Authenticated.

But I’m a die-hard Red.

And my dad, another lifelong United fan, might never speak to me again if he finds out.

So, here’s the plan.

I want to raise even more money for CANW *and* find someone who’ll truly value the shirt.

You can help. 👇  

1/ Tag any Man City fans or football shirt collectors you know
2/ DM me with your bid.

Bidding starts at £210 (my winning bid). Can we beat it?

We’ve gone from “rizz” to “brain rot” in 1 year… 👀 

Oxford University Press has named “brain rot” as their 2024 word of the year.

For those who don’t know what the word means:

You know when you’re doom-scrolling TikTok / Insta / insert other social media channel that distracts you?

No…? Just me?

Anyway - there’s now a word for it and it’s brain rot.

Despite its recent popularity, the term has been around since 1854!

For those curious:

Brain rot beat words like demure, romantasy and dynamic pricing to emerge this year’s winner.

These words of the year paint a fascinating picture of where we’re at in pop culture and the world.

What was your word of the year last year?

I’ll always cherish this card from my friend Vida Stanić.

It’s from her dinner party just before Christmas.

The food was stunning, the company amazing, and the night was memorable.

For me, the hand-written note that each guest received from the host was the highlight of the night.

It reminded me of the importance of surrounding yourself with great people.

People who champion everything you do and are your biggest cheerleaders - even when you doubt yourself.

When building a startup, there are days where you feel like you’ve got the weight of the world on your shoulders.

Knowing that you have friends and family behind you every step of the way makes the journey infinitely easier.

—

I hope this post nudges you to message someone who inspires you.

Life can often get in the way.

We make excuses and say ‘we’re too busy’.

But in 2025 - let’s be intentional about keeping those who matter to us close.

Carve out the time to write a card, send a message, or leave a voice note for those you care about.

Make some time today for checking in on those truly good friendships ❤️

Last year, I co-founded a business with two mates.

The first few months taught me a lot: 👇🏻

1/ 𝐇𝐚𝐯𝐢𝐧𝐠 𝐜𝐨-𝐟𝐨𝐮𝐧𝐝𝐞𝐫𝐬 𝐦𝐞𝐚𝐧𝐬 𝐲𝐨𝐮 𝐜𝐚𝐧’𝐭 𝐡𝐚𝐯𝐞 𝐲𝐨𝐮𝐫 𝐰𝐚𝐲 𝐰𝐢𝐭𝐡 𝐞𝐯𝐞𝐫𝐲𝐭𝐡𝐢𝐧𝐠.

And that’s okay.
It’s more than okay actually.

Challenge, constructive discussions and compromise is healthy at any stage of a business.

2/ 𝐍𝐨𝐭 𝐞𝐯𝐞𝐫𝐲 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧 𝐡𝐚𝐬 𝐭𝐨 𝐛𝐞 𝐦𝐚𝐝𝐞 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐜𝐨𝐦𝐩𝐥𝐞𝐭𝐞 𝐜𝐨𝐧𝐬𝐞𝐧𝐬𝐮𝐬.

When you’re a startup, you need to prioritise speed.

So, you can’t be involved in every project, attend every single call or reply to every email.

Delegation is key.

Ash, Matt or I take the lead on specific areas of the business based on our expertise and interest - this has worked well for us.

3/ 𝐂𝐚𝐫𝐯𝐢𝐧𝐠 𝐨𝐮𝐭 𝐝𝐞𝐝𝐢𝐜𝐚𝐭𝐞𝐝 𝐛𝐥𝐨𝐜𝐤𝐬 𝐨𝐟 𝐭𝐢𝐦𝐞 𝐢𝐧 𝐦𝐲 𝐝𝐚𝐲 𝐭𝐨 𝐰𝐨𝐫𝐤 𝐨𝐧 𝐭𝐡𝐞 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐡𝐚𝐬 𝐛𝐞𝐞𝐧 𝐤𝐞𝐲.

I have a demanding day job at Kurogo.

In the service industry, I can work long hours and things can be unpredictable.

So being really intentional about when I spend working on FUNC has been important for prioritising building the business alongside my ‘9-5’.

4/ 𝐁𝐞𝐢𝐧𝐠 𝐚 𝐟𝐨𝐮𝐧𝐝𝐞𝐫 = 𝐥𝐞𝐚𝐫𝐧𝐢𝐧𝐠 𝐧𝐞𝐰 𝐭𝐡𝐢𝐧𝐠𝐬 𝐝𝐚𝐢𝐥𝐲 (𝐚𝐧𝐝 𝐈’𝐦 𝐥𝐨𝐯𝐢𝐧𝐠 𝐢𝐭!)

UI & UX
Website design
CRO and Shopify
Forming Partnerships
Influencer Marketing & UGC

Much of this has been unfamiliar territory, until now.

I pride myself on being a generalist, so I’m not complaining for a second!

This is a fantastic opportunity to learn about things I’ve never learnt about before!

—
Follow Lewis Alexander Baxter (me!) for insights on agency life and for behind-the-scenes content of building a D2C + community brand from the ground up.

Follow FUNC (we're on Insta too)

We hosted David McIntosh Jr. and Stuart Trevor (founder of AllSaints) in Kurogo’s Studio last week. 

This was for David’s podcast, The Development by David Podcast.

David is a personal friend, who interviews inspiring people about their origin stories.

His guests have included Jimmy Carr, Rory Sutherland, and now Stuart Trevor. 

I was fascinated by Stuart’s story.

 ↳ He grew up on a council estate in Dundee, Scotland
 ↳ Secured an internship with Paul Smith
 ↳ Caught the eye of David Reiss (Founder of Reiss)
 ↳ David Reiss handed him an envelope with £500 and a ticket to Pisa. This changed his life.
 ↳ Stuart helped David turn the Reiss brand into a global empire
 ↳ Stuart then left to start AllSaints, one of the most recognisable high street brands.
 ↳ On his journey in fashion, Stuart dressed everyone from Gwen Stefani, The Who and Guns N’ Roses.

Today, Stuart’s new venture, STUART TREVOR is a clothing company that doesn't produce any clothes…

How cool!

They turn ‘dead’ stock (surplus vintage clothing and millions of metres of unused fabric) into ‘living’ stock!

This conversation is a must watch (+ listen) for everyone interested in business, fashion and sustainability.

Link(s) in bio! ⬇️

Spotted this in my emails this morning from Black Sheep Coffee.

In 2025, I’m excited for health/wellness goals to look a little different.

It's not just about getting jacked and benching twice your body weight (although I'd like to be able to lift a little heavier 😅)

It’s also about the things that you put in your body being purpose-driven and fitting in with your personal goals for the year.

This is part of the reason why I founded FUNC - the home of functional drinks.

But more on that very soon! 👀

Shoutout to brands listening to what consumers want - which Black Sheep seem to be nailing!

Ps. if anyone fancies going for a functional latte with me, lmk!

Last month, the UK announced one of the world’s largest funding pools created to support female entrepreneurs.

The Invest in Women Taskforce, led by Debbie Wosskow, OBE and Hannah Bernard OBE, surpassed their target of raising £250m as part of their Women backing Women Fund.

3 reasons why this is a massive deal:

1/ The last few years have been challenging for the UK economy, as they have been for many other countries - with wars, pandemics, and cost of living crisis.

Despite this, these entrepreneurs have led the charge to make the UK the best place to be a female founder right now.

Inspiring! 👏🏻

2/ The fund instils confidence amongst the amazing female talent we have in the UK.

Despite the numbers looking grim right now (only 1.8% of equity investment went to female backed businesses in H1 2024!), change is happening.

The Women backing Women fund will make countless women believe that they have what it takes to set up, scale and succeed with their businesses.

3/ This will be the catalyst to help more women to get into investing and making their money work for them.

More women will now be incentivised to start investing in female-led companies, which have historically brought investors 35% higher returns than male-led ones.

Congratulations to the team at IWT!

Taplio

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