Elumelu urges entrepreneurs to prioritize branding for business success

Tony Elumelu, Founder and Chairman of Heirs Holdings, emphasized the critical role of branding in building trust and loyalty, urging entrepreneurs to make it a personal priority.

Speaking on the power of brand identity, Elumelu described it as the “DNA of a business,” integral to customer relationships, employee culture, and market perception, far beyond mere marketing efforts.

Elumelu, a leading advocate of Africapitalism, stressed that branding encompasses every touchpoint—shop aesthetics, staff demeanor, and customer interactions. “It takes years to build a trusted brand and seconds to destroy it,” he said, noting that he acts as the “Chief Marketing Officer” for his businesses, ensuring values of execution, enterprise, and excellence permeate every operation.

These principles, dubbed the “3Es,” form the cultural backbone of Heirs Holdings, driving its ventures in power, healthcare, financial services, and the recent expansion into insurance through Heirs Insurance and resource indigenization via Heirs Energies.

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Reflecting on his personal brand, Elumelu attributed its continental recognition to intentionality, consistency, and value-driven execution.

His Tony Elumelu Foundation (TEF), now a trusted name in Africa, has empowered thousands of entrepreneurs, embodying his belief in transformative entrepreneurship. Heirs Holdings’ long-term investments align with Africapitalism’s focus on catalytic sectors, delivering both profit and societal impact.

Elumelu called on business leaders to take ownership of their brand, ensuring every team member reflects its values. “Walk in your customers’ shoes,” he advised, emphasizing attention to detail—from office environments to response times. He credited this approach for Heirs Holdings’ growth in challenging markets, asserting that a commitment to excellence attracts opportunity.