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Omobabinrin Adeola Osideko: To stand out from the crowd, you must have a strong brand

By Esther Ijewere
25 June 2022   |   4:13 am
A popular author once said that your personal brand follows you wherever you go and sometimes even lingers behind when you leave a room.

A popular author once said that your personal brand follows you wherever you go and sometimes even lingers behind when you leave a room. That’s exactly what Omobabinrin Adeola Osideko is advocating for in the society, training people to prioritise their personal brand and discover their potential. 

Trained Accountant, chartered in Nigeria, the UK and Canada, Adeola works full time with the African Development Bank in Abidjan, Cote d’ Ivoire, as finance professional.

MINTA (Mummy In the Abroad) as she’s fondly called by her fans, she is a First-class graduate of Accounting and holds an MSc in Accounting from the prestigious University of London. Senior Director of Crystal Edge professional Services (a training and branding consulting company), she is a personal development coach, branding expert and social media influencer. An international and TEDx speaker, she has spoken in different countries (online and offline) and has published six books and 14 e-books. She has successfully coached over 10,000 people in personal development and branding. Over the last three years, Adeola has helped individuals and business owners build strong and reputable brands online and offline. She is also the founder of the Coached By Omobabirin, a Facebook community of over 20,000 members.  The Abidjan, Cote d’Ivoire -based coach shares her inspiring story with ESTHER IJEWERE in this Interview.

Childhood Influence
My childhood wasn’t that rosy. I grew up with my two siblings and my mother who was widowed at age 27. Growing up was a bit tough; because she had to solely fend for herself and us from her meager salary as a teacher.

But there are so many things my childhood taught me that I am grateful for today. They are; independence, living within your means, good planning and never being entitled to other people’s things. All these I picked up from my mum who was so determined to educate us no matter what. I picked up these life skills unconsciously, but later, they became very useful to me as I navigate life as an adult.

I grew up as a very outspoken child, audacious and very confident. I am daring about life and would do all I can to get what I want; I believe in the saying that when there is a will, there’s a way. My childhood wasn’t without some cracks too, which affected me negatively as an adult, but self-awareness and personal development have been helpful in smoothing these areas.

In all, my childhood has shaped and prepared me to be the responsible, self-driven, and audacious adult I have grown up to be.

Inspiration Behind Coached By OMOBABIRIN
Coached By Omobabinrin is a Facebook group where people of like minds gather to share values about purpose, business, various entrepreneurship skills, digital skills and so many other personal development skills. The group was founded as a community where people can share ideas and grow together.

Personal development is a necessity for everyone and should be made available as much as possible; that is one of the reasons why the group was founded so that members can learn from one another by posting meaningful content.

Studying Accounting
Accounting for me was borne out of the passion and love I had for mathematics then. In my early secondary school, I wasn’t doing so well in my Mathematics though, which was a big concern for my mum; she later got a Mathematics teacher for me, which changed the whole narrative. I fell in love with calculation and that made me opt-in for Accounting. And yes, Accounting has been interesting for me; it’s been close to 14 years of practicing and no regret whatsoever.

The Journey So Far
It hasn’t been rosy, but we keep going. The fact that I am only available to manage it part-time makes it more challenging. Based on my choleric nature, I love to be in charge and do my stuff my way (because I feel nobody can do it like me), but I had to learn to delegate and communicate what I want to achieve to my team members, while I watch them do it. This has also helped me raise awesome people with whom I can confidently leave the job, because I trust their abilities. Delegation is one of the major area’s leaders must learn and I am glad I adjusted fast to this reality.
 
Impact Of Coaching Over 10,000 People On Personal Development
Sasha Azevedo said, ‘when you love people and have the desire to make a profound positive impact upon the world, you have accomplished the meaning to live.’ One of the things that bring so much joy to me is transferring knowledge and impacting lives; it comes so easily. I do it with so much excitement and a sense of fulfillment follows.

Personal Development is a journey that makes us better as humans and I am glad I can impact people to become a better version of themselves on a daily basis; either directly or indirectly.

Being The Publisher Of Six Books And 14 e-books
Almost every day, I get one or two pieces of feedback from people about my books and how helpful it has been to them. My favorite is my first book, Building Great Relationships, because it’s a book that preserves humanity and our social values and humans. 

The six books I have published are Building great relationships, Building a personal brand that makes money, The chronicles of MINTA series 1, My dreams are valid, The business of coaching, and The chronicles of MINTA series 2. The other 16 unpublished books and some of the e-books; I use them for my training and coaching programmes.

Working In a Francophone Country As An Accountant, And Managing Other Commitments
My passion for what I do drives me ‘Passion is energy. Feel the power that comes from focusing on what excites you -Oprah Winfrey.’

When you are passionate about what you do, it will be easy to make room for it, no matter how tight your work schedule is. Yes, passion is the fuel that drives my energy and I have also learned to ask for help when I need it. ‘You are never strong enough that you don’t need help – Cesar Chavez.’ Asking for help is not a sign of weakness; it’s a sign that you value yourself, as well as other people.
 
Abidjan as a Francophone country has been a great place to live, although there is a little struggle with learning the French language. To be honest, it has not been easy living in a French country as an Anglophone person, but change is the only constant thing and I just had to adapt. I have a bit of struggle, but my children have been helping me. For children, it is quite easy to pick up the language fast than an adult, but generally, Cote d’Ivoire is a good country; they are hospitable and friendly. Even though there are some of their culture and norms that are strange to me as an Anglophone, we’ve got no choice than to adapt. That is part of what personal development is all about.
 
Challenges 
There are so many of them, but I will mention a few. Gender bias is still prevalent; some male clients and audiences tend to be disrespectful sometimes and I can attribute that to me being a woman. This may not be true though, but that’s how I see it.

Another thing is having to do so much, managing time and balancing life, family, work, business, faith, and social life. But I have come to realise that at the end of the day, we cannot achieve a balance. Oftentimes, one aspect of our lives demands a lot more from us than the rest. What is important is to prioritise, ask for help and take good care of yourself. Rest, eat well and take a break when the need arises.

Another one is unhealthy competition in the coaching industry. This one is really deep, but then we have got to learn how to manage it. I believe it’s everywhere and as humans, we feel somehow insecure, especially when we have low self-esteem.

Other Projects And Activities
My major project, for now, is The Iconic Brand Award coming up in November 2022. This is the 4th edition, and it has always been within Nigeria, but this time around, we are planning to have it in Lagos Nigeria, and the London United Kingdom.

Entreprenur.com recently released an infographic all about why employees quit their jobs. 82 per cent of employees report they don’t receive enough recognition. The Iconic Brand Awards is an annual event organised by my business, Crystal Edge Professional Services, and it’s all about recognising brands (personal brands and business brands) doing well in their various fields. Asides from that, it’s a networking and dinner event where people can meet, greet, connect, wine and dine and have some really good ‘year-end’ time.

Three Women Who Inspire Me And Why
I admire all women out there doing exploits, but since I am to mention just three, I will go with these three. Dupe Olusola: I met her not quite long on Instagram and I am totally in love with her personality; I love her dress sense and her smartness as a woman. We literally share a few things in common and this made her relatable on all levels. I love how she balances work and her social life; I do not like boring people, so she is a spec of a bubbling career woman.

The second person is Ibukun Awosika: I love her love for God and the things of God. Being a person of deep faith myself, I love people who are dedicated to serving God even in the marketplace place. She is a good example of a proverbs 31 woman; I love her bluntness, entrepreneurship spirit and her commitment to youth and women empowerment.

The third person is my former boss, Morenike Ogunnowo; she is a woman I love and respect. We worked together some years back and since then, we have grown a bond of sisterhood. She is hardworking, kind and very industrious; she inspires me a lot to know a healthy work-life balance is achievable.

My Role As The Editor Of Crystal Magazine
My organisation published a magazine in 2020 called The Crystals. It’s a magazine that showcases various brands and their work; it also has some educational content and industry news. That was the first edition, and we plan to have another edition very soon.

Educating The Society On Personal Branding
Creating awareness online via content creation on social media platforms is one of the best ways to educate people on personal branding. Branding is no longer what it used to be when it is just for business. An individual is a brand and must nurture that brand to blossom.

Personal branding is now important at all levels, unfortunately, most business owners do not realise the importance of personal branding, because they think branding is all about their business only. However, the truth is that if you want to create a successful business, you must create a successful personal brand. Personal branding helps people know you, like you, and trust you. And people who know you will trust you more and do business with you.

Achievements Recorded As A personal Development Coach And Influencer
I started the journey in 2015, took a break in 2017, and came back with full force towards the end of 2018. Since then, it’s been an amazing journey, not without its ups and down though. Some of my achievements are that I have coached, trained, and groomed thousands of people who are also doing well in their respective niches. I am a role model to so many people and I have inspired them positively, which I see as a big achievement. Other achievements are that I have been able to build a lot of brands with my name in terms of businesses and events such as The Iconic Brand Award event, The Global Brand Summit, the Personal branding Affirmation Challenge, Crystal Edge professional services and I have spoken on so many platforms, both globally and locally. I have been able to organise a TEDx event and become a TEDx organizer. I have also received multiple awards from different quarters recognising my works, impact, and influence.

What I Wish To Change In The Branding Sector
It will be to ensure people who portray themselves as coaches and experts, get enough training and certifications. The coaching industry is not well regulated, and anyone can wake up one morning to say ‘I am now a coach.’ As much as we can say this is okay to allow people to become whatever they want to be, it may also mean we will be having some bad eggs with poor quality of services, which may affect the goodwill and reputation of the industry. A well-regulated industry will help to checkmate individual activities and protect the image of the profession. Your brand is your personality; polish it.

Being A Woman Of Rubies
My price is far above rubies. I am a woman of impact who is making a significant change in society. I am a positive influence on young people, professionals, and business owners and I have successfully helped a lot of people build profitable, sustainable, and reputable personal and business brands.

I am a woman who supports other women and is always looking out for how to add value and make significant changes in society. I am a woman who is not afraid to see other people soar; I am a woman of rubies.
 
In Five years…
I see myself as an industry leader who has built capacity, who has grown, and someone who’s work is now recognised globally. I want to see myself on international platforms more, sharing my message to inspire, educate and empower people. I want to be able to confidently say I have coached, trained, and mentored thousands of people all over the globe.

Advice For Young People Setting Out To Build An Influential Brand
Be focused, avoid distractions, know what you want and go for it, regardless of what people think about it. Be kind, confident, and bold, the world is yours. Growth is not a day work; growth is a gradual process. Don’t compare your journey with someone else’s; your fight is different. Believe in yourself and never give up on your dreams.