In an era marked by rapid economic transformation and a growing emphasis on professional development, Omobabinrin Adeola Osideko stands out as a beacon of inspiration. As the founder of The Iconic Brand Africa (TIBA) and a finance professional at the African Development Bank (AFDB), Osideko has seamlessly blended her expertise in accounting with her unwavering commitment to fostering excellence across the continent. With a solid academic foundation, including degrees from Lead City University Ibadan and the University of London, she has emerged as a multidimensional leader dedicated to empowering individuals and organizations.
Under her leadership, TIBA has evolved from a simple award ceremony to a comprehensive platform to bridge learning gaps and celebrate excellence throughout Africa. By establishing initiatives such as the TIBA Network and the TIBA Community, Osideko recognises outstanding achievements and cultivates a collaborative environment where professionals and entrepreneurs can thrive. As Adeola continues her mission to create a culture of continuous learning and recognition, her vision for TIBA is poised to play a pivotal role in driving Africa’s progress and shaping the future of its workforce. In an exclusive interview with The Benchmark, Adeola Osideko shares the journey that culminated in founding The Iconic Brand Awards:
Who is Omobabinrin Adeola Osideko?
Adeola Osideko is a multidimensional woman who has leveraged her talents, skill, passion, expertise, and experience to build a formidable brand. I graduated from Lead City University Ibadan, where I obtained my BSc in accounting, before proceeding to the University of London, where I obtained my MSc in Professional Accounting. I am a Chartered Accountant in Nigeria and the UK. I love God and humanity and always look for ways to impact lives. This is why I founded ‘The Iconic Brand Africa’, an organization leading Africa’s progress by fostering a learning culture, recognizing excellence, and promoting professional collaboration.
Can you share the journey that led you to become a Finance professional with the African Development Bank (AFDB) and, concurrently, the Founder of The Iconic Brand Africa (TIBA)?
I am an accountant by training, and that is what I do 9 to 5. I have worked with different organisations as an accountant and currently work with AFDB. My passion for impact launched me into what I do at TIBA. I see a gap regarding learning and development amongst career professionals and business owners and discovered that the award system favours only famous people. Hence, other people genuinely putting in the work are relegated to the background, which informed my decision to found TIBA as a solution Hub to these and many more.
What was the initial vision behind the creation of TIBA? How has that vision evolved?
TIBA was an award event before (The Iconic Brand Awards). Still, recently, when a new board came on board, we rebranded to Iconic Brand Africa because TIBA has so much more to offer than an annual event and then being confined to the shores of Nigeria. So, we came up with a new model to do more and spread our tentacles; hence, we created three models:
- TIBA NETWORK- A platform for Networking, Learning and Development.
- TIBA AWARDS AND CONFERENCE- An annual flagship event honouring and celebrating excellence.
- TIBA COMMUNITY- a group for like-minded individuals, career professionals, and business owners.
What do you hope to achieve through TIBA?
An organization that can lead Africa’s progress by fostering a learning culture, recognizing excellence, and promoting professional collaboration.
TIBA Awards and Conference celebrate outstanding achievements across various fields. What criteria do you use to select awardees, and how do these awards contribute to fostering a culture of excellence and innovation?
Criteria considered for shortlisting Awardees are:
- 1. Personality of the nominee.
- 2. Proven track record and social proof of the nominee and;
- 3. The brand’s reputation (personal, business, or corporate).
Awards serve as a powerful motivation tool by addressing the psychological need for recognition and respect, which aligns with Abraham Maslow’s Hierarchy of Needs. According to Maslow, human motivation is driven by five levels of needs, arranged in a pyramid-like hierarchy: Physiological Needs, Safety Needs, Love and Belonging Needs, Esteem Needs and Self-Actualization. Esteem Needs (recognition, respect, self-worth) are positioned on the fourth level of this hierarchy, meaning that once basic needs (like food, safety, and relationships) are met, people seek recognition and respect from others.
An award is a pat on the back for a job well done, recognizing people’s work and the effort they put into their craft. Recognition of excellence encourages everyone to reach their highest potential, improve their creativity and innovation, and build esteem. However, Recognition shouldn’t feel like empty praise. It should be genuine, earned, and reflective of actual accomplishments.
Collaboration is a critical component of TIBA’s mission. How do you facilitate collaboration among professionals, entrepreneurs, and thought leaders, and what role does it play in achieving TIBA’s objectives?
Professional collaboration is a way of working in partnership, acknowledging the professional expertise of each person involved. It is underpinned by positive relationships built on respect, reciprocity, and effective communication. At TIBA, we provide a community where professionals, business owners, and thought leaders interact and build rapport for greater opportunities among themselves.
In alignment with the UN Sustainable Development Goal on gender equality, how does TIBA specifically empower African women to achieve gender parity? What challenges have you encountered in advancing this mission, and how have you addressed them?
TIBA has empowered many women to take leadership roles to achieve gender parity. As the founder of TIBA, I prioritize women’s involvement in the organization and give everyone equal chances, regardless of gender.
Are there any upcoming projects or initiatives that TIBA is working on that you are particularly excited about? How do these projects align with the organization’s mission and goals?
Currently, TIBA is working on expanding across Africa. We have just appointed some community managers to manage the TIBA community from 16 different African countries, and we are excited about it. Also, we are working towards scaling the TIBA Network, seeking subscriptions from member countries. Finally, our annual flagship event, the TIBA Awards and Conference, is around the corner, and we are working hard to make it a success.
