Dr. Tonye Rex Idaminabo, is a Nigerian Lawyer and Entrepreneur who has spent over a decade bridging the gap between Africa and the diaspora through his awards platform African Achievers Awards. With the goal of building and restoring Africa and making it a destination for both the diaspora and foreigners to explore new opportunities, Idaminabo has been at the helm of African Achievers Awards creating landmark partnerships through celebrating trailblazing Africans. One noteworthy fact about the Award ceremony is that it is an exclusive event that takes place in prestigious spaces including the UK House of Parliament, Palace of Westminster, Kensington Palace, State House Banquet Hall Accra etc.
In this exclusive interview, ITonye Rex Idaminabo (TRI) speaks about his journey as a leading brand consultant and some of his plans for helping indigenous African brands to get global recognition.
How did your journey in brand consultancy begin, especially in the context of representing African brands on an international stage?
(TRI) : My journey started with a genuine love for storytelling and a desire to see African narratives redefined. Early in my career as an international contract Lawyer, I noticed how African brands often faced a disconnect when venturing into international markets, their stories were powerful but not always understood globally. I saw this as an opportunity to help bridge that gap, ensuring African brands had the tools and strategies to resonate authentically while maintaining their roots.
What would you say has been the biggest challenge in working with African brands that want to expand internationally?
(TRI) :One major challenge is perception. African brands often encounter stereotypes or preconceived notions about what they should look like or represent. Part of my role is helping clients navigate that space with authenticity and strength, dispelling myths and demonstrating that African brands are diverse, sophisticated, and globally relevant. It’s about helping them own their narrative on their terms.
How do you tailor your branding strategies to respect cultural nuances while ensuring they appeal to a global market?
(TRI) : Branding should feel like an authentic extension of a brand’s origin while having universal appeal. I collaborate closely with my clients to understand the essence of their stories, elements unique to their culture, history, values and mission. Once that core is clear, we shape messaging and visuals that resonate universally without diluting the brand’s roots. I ensure each brand is a true cultural ambassador representing where its origin but speaking a language the world understands.
You’ve been called a “ceiling-shatterer” in this industry. What ceilings are you most focused on breaking?
(TRI) : Representation and opportunity. For too long, African brands and consultants haven’t had enough visibility in the global arena, so my goal is to break down barriers and create seats at the table. It’s about challenging the idea that African brands are limited to a particular type of market or consumer. By advocating for diverse representation, I hope to expand what African brands are “allowed” to achieve on the world stage.
What’s one stereotype about African brands that you’re determined to change?
(TRI) : The idea that African brands are purely traditional or “exotic.” Africa is a continent with dynamic, urban, forward-thinking creatives and industries. I want to show the world the innovation, technology, and luxury coming out of Africa. African brands don’t need to lean on clichés to be authentic they’re creating cutting-edge products and experiences at par with any global powerhouse.
As a consultant, what’s your approach to brand growth, especially for those new to international markets?
(TRI) : It’s about gradual scaling with strategic depth. I work with brands to build a strong foundation at home first clarifying their values, visuals, and voice then expand outward. Once we have a solid local grounding, we look at target markets abroad and identify where their unique story could resonate. Every step is intentional, making sure the brand’s integrity is never compromised, even as we scale up.
Are there any African brands or movements right now that you’re particularly excited about?
(TRI) : Absolutely. There’s an incredible movement happening in African fashion, particularly in the luxury space, and also in Music, with homegrown solutions that are truly groundbreaking. Brands such as Banke Kuku , Adjoavi Style, in fashion or renowned African music exports such as Sinach, Moses Bliss and Davido in music are examples of Africa’s ingenuity. They’re disrupting norms and showing the world that Africa is a source of inspiration and innovation, not just a market for imports.
What’s one misconception people have about being a brand consultant, especially in the African context?
(TRI) : People often assume it’s about just “making things look good,” but it’s so much more. Brand consultancy is about strategy, psychology, and cultural understanding. In the African context, it also involves deconstructing barriers and shifting perceptions that run deep. It’s transformative work; it’s about shaping narratives that are rich, multidimensional, and future-forward.
You work with some of the top brands on the continent what’s one principle that guides your consulting practice?
(TRI) : Authenticity. Brands need to be true to themselves and their audiences. In my work, I lay emphasize on honesty and integrity. The public can tell when a brand isn’t being genuine, so my clients know that with me, we’re going to dig deep, connect with their roots, and build a narrative that’s as honest as it is ambitious.
Finally, what’s your vision for the future of African brands on the global stage?
(TRI) : My vision is for African brands to be seen as global leaders, admired not just for their heritage but for their innovation and impact. I want to see African brands influencing global trends, with African creatives and entrepreneurs celebrated on every stage. African brands have a transformative power that the world is only beginning to realize, and I’m honoured to play a part in bringing them to the forefront.
