Esan is Known for Greatness: How to Build a Brand Identity as Strong as a Tribe
In the heart of Edo State, Nigeria, lies a people whose identity is carved out of resilience, tactical brilliance, and an unbreakable connection to their roots. The Esan people, an ethnic group numbering about 1.5 million, are not just a demographic; they represent a significant force in Edo state.
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When people ask, “What is the Esan tribe known for?” the answers often range from their legendary bravery to their intricate social systems and rich linguistic heritage. Central to Esan cultural identity is Igbabonelimhin, one of the most remarkable acrobatic masquerade dance-theatres, unique to the Esan people of Edo State, Nigeria.
Beyond performance and pageantry, the Esan people are also renowned for their deep spirituality and their advanced knowledge of medicine, agriculture, and military strategy, traditions that date back to ancient times.
But for the established Diaspora leader or the multi-generational family business owner, there is a deeper question: How does a group of people become “known” for something so specific and powerful that it outlasts centuries?
See also Reconnecting With Our Roots: Culture, Heritage and the Dance of the Spirit
Here is the truth. In today’s volatile market, being “good” at what you do is no longer enough. To survive the next 50 years, you must be “known.”
You must build a brand identity that functions like a tribe, one that carries a specific energy, a proprietary methodology, and a story that cannot be duplicated.
1. The Strength of a Unified Origin
The word Esan itself is historically derived from E san fia, meaning “they have fled” or “they jumped away.” This refers to the 15th-century migration from the Benin Empire during the reign of Oba Ewuare.
The Esan people didn’t just leave; they redefined themselves in the forests, creating independent kingdoms (Ijes) while maintaining a cultural umbilical cord to their heritage.
The Business Lesson:
Many Diaspora founders fear that by narrowing their focus or “migrating” away from generalist services, they will lose clients. In reality, the Esan became legendary because they carved out their own space.
Your brand identity must have a clear “Origin Story.” Like the Esan kingdoms, your business needs to transition from being “one of many” to being the “only one” in your specific niche.
This is the foundation of our Legacy Signature Program, where we help you take the “forest” of your 20+ years of experience and organize it into a proprietary methodology.
2. Tactical Brilliance: The “Ikhu” of the Modern CEO
Historically, the Esan were known as the “Special Forces” of the region. During the British invasion of 1897 and the various conflicts of the 19th century, the Esan warriors were feared for their guerrilla tactics and their mastery of the terrain. They didn’t fight like everyone else; they used the environment to their advantage.
In African spiritual principles, this relates to the concept of “Ogbe”, the wisdom of alignment and strategic positioning. The Esan didn’t just have strength; they had a system.
See also Esan Language: A Journey into the Literary and Cultural Heritage of the Esan people
For a multi-generational family business, your “terrain” is your industry history and your craftsmanship. Are you fighting a price war with competitors, or are you using your unique history as a tactical advantage?
“Identity is a trap for those who do not know how to use it, but a weapon for those who do,” an African Proverb.
By documenting your journey through a Legacy Video, you aren’t just making a “commercial.” You are showcasing your tactical brilliance, the why behind your success positioning your brand as an undeniable authority that doesn’t need to compete on prize because you have already won on identity.
3. The Social Architecture of Excellence
The Esan tribe is known for a highly organized social structure based on age-grades (Otu) and the Odionwere system (the rule of the eldest). This ensures that wisdom is passed down systematically, not accidentally.
Research into successful multi-generational businesses, such as those cited in the Harvard Business Review, shows that the primary reason family businesses fail by the third generation is not a lack of money, but a “loss of story” and the breakdown of shared values.
The Esan people solved this through:
- Oral Traditions: Constant retelling of ancestral feats.
- Clear Hierarchy: Knowing exactly who holds wisdom.
- Community Accountability: The brand (the family name) is more important than the individual.
If you are a Diaspora leader, you are the Odionwere of your professional space. But who is inheriting your “Age-Grade” of knowledge? If your wisdom is only in your head, it isn’t a legacy; it’s a secret.
4. Using Photo Elicitation to Recall Greatness
In our work in Verona, Italy, we use the Photo Elicitation Technique (PET) to help leaders bridge the gap between their current success and their ancestral strength.
Imagine looking at a photo of your grandfather’s first workshop or your mother’s first office in London or New York. For the Esan, symbols like the Ukkhure (ancestral staff) serve as visual triggers for their history.
When we interview you for The Legacy Book, we don’t just ask for facts. We use your “photos”, the mental and physical images of your journey, to elicit the deep-seated values that make your business unique.
This is how we transform a standard biography into a “Brand Bible” that guides your family and your industry for decades.
5. The Spiritual Principle of “Asè” (The Power to Make Things Happen)
In many West African traditions, including the Esan and Edo cultures, there is a belief in the power of the spoken word and the intention behind it (Asè).
The Esan are known for their integrity. Once an Esan man or woman gives their word, it is considered a covenant. This “Social Capital” is the most valuable asset any brand can own.
- According to an Edelman Trust Barometer report, 81% of consumers say they must be able to trust a brand to do what is right.
- For the Diaspora leader, your “Asè” is your reputation.
Building a brand identity as strong as a tribe means moving from “transactional” business to “covenant” business. You do this by creating assets that communicate your values even when you aren’t in the room.
6. How to Become “Known” for Greatness
Esan didn’t become famous overnight. They became famous through consistent application of their culture and defense of their borders. To build a brand that is “known” for greatness, you must follow the three pillars of the AClasses Media framework:
I. Codify Your Wisdom (The Legacy Signature Program)
The Esan have specific ways of performing marriage rites, funerals, and leadership transitions. They have a “process.” Does your business have a process, or are you just “working”? We help you turn your 20 years of experience into a proprietary methodology.
II. Author Your Narrative (The Legacy Book)
If the British had written the entire history of the Esan, the story would be very different. Instead, it’s a reality that is continuously shaped by the people themselves. You must be the author of your own narrative. A book is the ultimate authority asset. It tells the world, and the next generation, exactly what you stand for.
III. Immortalize Your Vision (The Legacy Video)
The sights and sounds of an Esan festival convey more emotion than a textbook ever could. A cinematic Legacy Video captures your “Why,” your essence, and your spirit, ensuring that your brand’s “vibe” survives long after the current CEO retires.
The Ancestral Mandate
The Esan ethnic group is known for greatness because they refuse to be forgotten. They took their history, their struggles, and their victories, and they wove them into a cultural fabric that remains vibrant today in Nigeria and across the Diaspora.
You too, you have built something incredible. You have survived the “forests” of entrepreneurship and migrated to the “plateau” of success. But without a structured legacy, your story is at risk of fading. Your legacy is not what you leave for people; it is what you leave in them.
Whether you are an established Diaspora leader looking to package your expertise or a multi-generational family business looking to justify your premium position, it is time to build a brand identity as strong as a tribe.
Your Legacy is Your Most Valuable Asset
Before you focus on next quarter’s sales, let’s talk about how to immortalize your life’s work. Don’t let your 20+ years of expertise become a footnote in history. Let us help you transform your story into a proprietary asset that commands respect and ensures your influence lasts for generations.
Book your free 15-minute Legacy Strategy Call today to design the asset that will tell your story for the next 50 years. Book Your Free 15-Min Legacy Call Now
