When I speak with young entrepreneurs, I tell them that the power of brand is critical, it is the beginning of trust, the engine of loyalty, the foundation of that personal relationship between the consumer, the product and the business.
And branding is everyone’s responsibility, not just the marketing team. Branding is not just a manual; it’s not only what’s on a box, in an advertisement.
Brand personality is the DNA of a business – the look of shop, staff attire, the cleanliness of premises or a van. It is the way you interact with everyone who touches your business.
As an entrepreneur, an investor, and advocate of hashtag#Africapitalism, I know that building a successful business is not just about numbers or operations. 
Yes, you need substance, a product or service that is better, more valuable, more needed. But it is also about how you are perceived by your customers, your employees, your competitors, and the communities you serve.
I am the CMO for every business I lead. Yes, I have marketing teams. Yes, we hire experts. But I live the brand. A great brand is built from the top down and is a reflection of that essential DNA.
The Intentionality of Branding.
And it’s not just about the products or the services. Entrepreneurs should think of their own brand.
People often ask me how I have built my own personal brand that is recognisable across Africa and beyond. The answer is simple: I have built my brand by being intentional, consistent, and value-driven. I have matched substance, with execution, and amplified consistently.
I believe in the power of entrepreneurship to transform lives, so we created The Tony Elumelu Foundation to empower thousands of African entrepreneurs. That is belief in action. TEF is now one of the most trusted brands in Africa.
I believe in long-term investment in Africa. So, when I advocate for Africapitalism, I can demonstrate how Heirs Holdings invests in strategic sectors like power, healthcare, and financial services, not just because they are profitable, but because they are catalytic.
I believe in execution, so I make sure we deliver.
My personal brand is intrinsic to my business brand. It is the spine that connects everything I touch. That is why we do not cut corners. That is why we are obsessed with quality. That is why we continue to grow, even in challenging markets.
Read the full piece on my blog
https://lnkd.in/drfvx_Ne
hashtag#TOEWay
