People of Joburg

Up-close-and-personal with Zubeida Goolam

July 18, 2018, Author: Hello Joburg

We love girl power here at Hello Joburg! So, when we got the chance to sit down with the co-founder of BrandTruth, Integrated Content Practice™, a digital agency, we couldn’t have been more thrilled. Zubeida who hails from Pietermaritzburg but is now a Johannesburg native, has an impressive repertoire including content creation, multiple levels of marketing and storytelling.  We sat down with her to find out more.  


Instagram: @brandtruthco 


Tell us an interesting fact about working in the creative digital industry? 

The digital industry is a SUPER fast paced environment – from creation to consumption. You can’t be caught sleeping, either as a brand or as a content creator. It’s a great space for creatives to play in, and there’s never a dull moment – I love it.  

How do you think social media has changed the way people view content? 

People now expect content on demand. Brands have to remain relevant to be able to remain top of mind. Storytelling is key to capturing their attention. 

What is your favourite thing to do to get your creative juices flowing? 

I love to listen to music and I find that it takes me to a good place when I want to do some deep work.  

What drove you to establish your own business? 

I got tired of hearing the word “no”. I got tired of trying to convince the leadership teams that digitally-led storytelling strategies were the way to go, and I got bored of waiting for them to catch up.  

Your favourite place in Joburg to unwind after a long week? 

I’m a bit of a homebody so I love my home in Lonehill, but if I were to wander the streets it would be Parkhurst for the hippie feel and definitely exploring markets in Braam or Fourways.   

What are you listening to in your car at the moment? 

I’m listening to The Best of Fela Kuti – he’s an African musical genius. So much music is inspired by him, even today.  

Your top 3 movies? 

Step Brothers, What dreams May come, Shawshank Redemption. 

This list also changes frequently so you’ll get a different answer next week.  

Your favourite Instagrammer at the moment? 

I have two.  Craig Howes is a phenomenal local photographer, plus he was my landlord once. 

And Tracee Ellis Ross – she’s an actress, feminist, comedian, style icon and a fantastic all rounder. She’s my spirit person.   

Hello Joburg was first published in April 1980 as a monthly restaurant and entertainment magazine. Over the years we have developed a network of patriotic Joburgers that love nothing more than sharing their experiences in this beautiful city!

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