Creativity must meet consistency for lasting brand impact, says Chizoba Atsu
Chizoba Atsu, a visionary entrepreneur and thought leader who has redefined Nigeria’s hospitality and events industry for nearly two decades has looked at brand building journey and said that creativity must meet consistency for a lasting impact.
Chizoba who is the pioneering Founder and Managing Director of Elle’s Icebox described creativity as sparkle that catches the eye but said creativity without consistency is like firework that dazzles and disappears.
“In the world of events, creativity often gets all the glory. “It is the sparkle that catches the eye, the idea that makes people gasp, the Instagrammable moment that has everyone reaching for their phones, but here’s the truth no one tells you loudly enough: creativity without consistency is a one-hit wonder, a firework that dazzles for a second and disappears into the night sky”.
The entrepreneur under whose tenure, Elle’s Icebox has executed over 10,000 high-profile events with creativity, precision said that cconsistency is the quiet motor that powers every lasting brand.
“It is what keeps customers coming back, what converts appreciation into trust, and what turns a memory into a legacy”, Chizoba, the author of Nigeria’s first cocktail recipe book, said.
She further explained that creativity may get folks into the room, but consistency guarantees they remember who brought them there.
“When I founded Elle’s Icebox, imagination gave us wings. We experimented with flavours, presentation, and ventured to tell new stories using cocktails. However, if each incident had been a hit-or-miss experiment, our wings would have swiftly burnt out.
“What propelled us forward wasn’t simply innovation; it was consistently delivering the same level of attention to detail, excellence, and commitment to offering an experience rather than just drinks”, Chizoba, whose influence extends beyond business into mentorship and capacity building said in a statement made available to BusinessDay.
The entrepreneur whose leadership covers workshops, and hands-on training sessions, empowering countless aspiring entrepreneurs to pursue their ambitions said she has seen far too many innovative brands fail because they believed the “wow factor” would be enough to keep them going.
‘The wow will get acclaim, but it will not establish trust. Trust develops when individuals know what to expect and are never disappointed”.
In her message to creatives, Chizoba, a speaker and mentor advised creatives to be consistent in their creative pursuits. “Create systems to support your artistry. Deliver with perfection even when no one is applauding. Make your brilliance reliable. Because when you combine originality with consistency, you don’t simply create moments; you generate movements”.
With global exposure and continuous learning at the heart of her success, Chizoba, the statement said has trained with leading educators in Las Vegas and London and explored cocktail cultures in more than 15 countries. “These experiences enrich her craft, allowing her to blend international best practices with local innovation in every creation. Her professional expertise also includes serving as a Diageo trainer, where she developed and mentored bartenders to master both technical precision and the art of storytelling through cocktails.
As a respected speaker and mentor, Chizoba maintains an influential brand presence on social media, where she shares authentic, uplifting messages that resonate with industry peers and emerging business leaders. She continues to inspire and shape the future of hospitality through her unique combination of entrepreneurial grit, creative vision, and community spirit.
Today, the statement said that Chizoba Atsu stands not only as an accomplished business leader but also as a catalyst for change. Whether curating bespoke menus, training the next generation of hospitality professionals, or leading her team at Elle’s Icebox, her mission remains constant: to connect people and create unforgettable experiences through the shared language of cocktails.
