The success of a brand experience is often determined long before guests arrive at a venue, according to brand strategist and Founder of Laerryblue Media, Olanrewaju Alaka, who said the inaugural TWN Circle gathering, Beyond Talent, was built around intentional positioning rather than conventional event planning.
Held at the Federal Palace Hotel, Victoria Island, Lagos, the gathering brought together a carefully selected group of accomplished women for conversations focused on leadership, personal growth and community impact.
The event, organised by Talented Women Network (TWN) Africa, founded by Dr. Amarachi Chinweoke Okuwobi, was themed “Beyond Talent” and sought to explore the experiences, responsibilities and influence of women beyond professional achievements.
Alaka, who serves as Brand Director of TWN Circle, said his responsibility was to transform the organisation’s vision into a complete brand experience where every detail communicated the identity, values and aspirations of the platform.
Building a Brand Experience Beyond Event Planning
According to Alaka, the gathering was not approached as a one-off event but as a strategic brand-building initiative. He explained that decisions around the venue, guest selection, speakers, programme structure, media engagement and post-event communication were carefully considered to strengthen the long-term perception of TWN Circle.
“The assignment was never simply to organise an event,” Alaka said. “The goal was to create an experience that people would remember because every element reflected the identity and credibility of the TWN Circle brand.”
He noted that the choice of the Federal Palace Hotel was influenced by its reputation, ambience and technical facilities, particularly its audiovisual infrastructure, which aligned with the quality of experience the organisers wanted to deliver.
Beyond the physical location, Alaka said the guest list was also a major part of the brand strategy. Attendance was limited to 30 invited guests, a decision he described as deliberate rather than restrictive.
“Capping the room at thirty was not about the venue. It was a decision about credibility. A room that lets everyone in has no signal value. A room people cannot easily get into is the one people talk about,” he said.
Instead of opening public registration, invitations were distributed through a carefully selected WhatsApp broadcast list to ensure the gathering attracted women whose experiences and perspectives aligned with the purpose of the network.
Curating Conversations Around Leadership and Impact
Alaka explained that the programme was structured around three major themes: “At Home,” “At Work,” and “In Your Community.” The speakers were selected based on their personal journeys, expertise and ability to contribute meaningful perspectives to each conversation.
“I did not select speakers for their titles. I selected women whose lived experience already answered the themes we built the day around—at home, at work and in community. Credibility on stage has to be earned, not appointed,” he said.
The event featured Dr. Amarachi Chinweoke Okuwobi will be the convener and keynote speaker. Princess Oghene and Toyin Bakare as speakers.
The programme also included a panel discussion featuring Mojisola Oladapo, Chief Marketing Officer of Filmhouse Group, and Minister Anny, who shared insights on leadership, influence and personal development.
Managing Every Detail From Production to Audience Experience
Alaka said he oversaw the production process from planning through execution, coordinating speaker management, programme flow, media activities and overall audience experience.
Peace Eze hosted the gathering, while Olivia served as co-host and managed the red carpet segment. Obinna coordinated production operations, audiovisual arrangements and photography.
The event gained additional visibility through coverage from Arise Television, AIT and Guardian Woman, extending the conversation beyond the physical gathering.
A Model Built on Curated Communities
According to Alaka, the approach behind Beyond Talent was based on a model he has previously applied through Apex Network, a leadership community that brings together founders and executives through invitation-only gatherings.
“This was not my first time producing a room like this. I convene Apex Network on the same principle—carefully curated gatherings for founders and executives rather than open-registration events. Beyond Talent applied that same discipline to a different audience,” he said.
He added that the strategy was designed to create meaningful connections among participants rather than simply increase attendance numbers.
Growing Interest After the First Edition
Following the gathering, Alaka said the team continued engagement through a structured post-event communication strategy, including media distribution, publication of event photographs and highlight videos across TWN Circle’s digital platforms, and follow-up conversations aimed at encouraging participants to join the wider network.
He disclosed that interest in the gathering exceeded the original capacity planned by the organisers.
“We built for thirty and the room outgrew the plan. That is not an accident. That is what happens when positioning is done properly before the first invite goes out,” he said.
Reflecting on the experience, Alaka said the event demonstrated the importance of deliberate strategy in building respected brands.
“Reputation is infrastructure. Built with intention, it holds. Left to chance, it does not,” he said.
Through Beyond Talent, TWN Circle has positioned itself as a platform focused on intentional conversations, meaningful relationships and the celebration of women whose influence extends beyond professional accomplishments.