Brand Building for Elite Athletes – A Task that Cannot Be Overlooked
Mention the names LeBron James, Charles Barkley, Cal Ripken Jr., or Michael Jordan and everyone knows who you’re talking about. Over the years, these individuals built a strong personal brand and it helped them achieve a long, successful career. An athlete’s personal brand serves as a powerful tool to reach their target market, and this brand determines how others see the athlete, how they remember them, and how they recognize them. And because of this brand building for elite athletes is an important task that must not be overlooked.
The complexity of athlete branding challenges many athletes because of the high level of competition in this industry. Up-and-coming athletes find it difficult to stand out from their teammates and competitors. Building a personal brand requires a person to focus on several areas at once. They must develop a logo that is unique to them along with other tangible elements. However, they cannot ignore intangible elements. This includes things like their brand promise and persona. How can an athlete brand themselves to stand out in the crowd? Agents and teams in need of brand building for your Elite Athletes should consider seeking outside help in achieving this goal.
What is Athlete Marketing?
Athlete or playing marketing falls under the umbrella of athlete branding. The marketing efforts focus on promoting the individual athlete along with their team and events or games. Athlete marketing supplies the athlete with the strategies needed to create and grow their brand along with their athletic goals.
Social media plays a large role in athlete branding. Ask any person who follows sports if they follow their favorite player on Instagram or another social networking site, and the answer will probably be yes. Players engage with their fans using social media, through the website, by making videos or podcasts, and taking part in in-person events.
A person might wonder why an athlete spends time attempting to brand themselves. Wouldn’t it make more sense for them to work on building their skills and improving their game? Obviously, their actions on the playing field take priority, but branding cannot be neglected today. Athletes who get a great deal of support and attention from fans find their athlete brand increases in value in the eyes of teams and sponsors.
With the right branding, the athlete finds they have a better chance of getting a multi-million-dollar contract with a sports business that sells shoes, jerseys, or other products. Their influence may expand beyond the sports industry. Peyton Manning serves as a good example of this. Countless individuals have seen his Nationwide Insurance commercials today, and he gets paid every time they air.
The Importance of Branding
Branding remains of great importance in every industry today. The right brand provides consumers or fans with something they can believe in, support, and stand behind during the good times and the bad. The right brand leaves a person with a positive impression of the athlete while boosting brand awareness.
Athletes need to create a good branding strategy that will help them establish credibility with men and women who follow sports. A positive brand attracts sponsors, as they know the athlete will leave consumers with a good impression of their business. Furthermore, athletes who build a brand early in their career find it benefits them when they leave the playing field and embark on a new career.
Male and female athletes must understand the connection between advertising and branding, as advertising has a direct effect on the brand. Successful companies recognize their strength relies directly on their brand. Any damage to their brand makes them weaker.
Establishing a Website
Athletes need to establish a website once their personal brand is in place. This website provides the athlete with a platform to communicate with their fans and the world. A personal brand serves no purpose if the community never notices or recognizes it or if the brand ends up with a negative perception.
A website becomes of great help in building the brand’s recognition and demonstrating to sponsors what makes the athlete a good spokesperson for their business or organization. Furthermore, the website provides the athlete with a way to access additional revenue streams and more. Every successful business regardless of size has a website today, and every athlete needs the same. This is for the individual first embarking on a career in sports as well as the top player in a professional league who is already guaranteed a spot in that sport’s hall of fame.
Establishing a website is only the first step. This site must be used to promote the athlete along with other means of communication. The individual needs to remain active on social media, take part in events within the community, and more. With regard to the website, the athlete must focus on SEO to ensure their site gets seen by the target audience, and he or she may wish to start a blog as another means of communicating with fans. Countless athletes choose to work with a marketing agency for help with these tasks.
The Goals of Athlete Marketing
Athlete marketing goes above and beyond name recognition. With the right brand, an athlete becomes memorable. Fans might know their favorite player’s name, but every fan knows who Kobe Bryant was or why people still talk about Michael Jordan and his time with the Bulls. This individual stands out from the countless other people in their league and sponsors, sports teams, and more take notice of this. A positive brand leads to an increase in the athlete’s value to all.
As seen with Peyton Manning, the player’s brand extends beyond the sports arena. Manning earns millions of dollars each year from endorsements and royalties even though he hasn’t played in the NFL for several years. However, thanks to his personal brand, people still look up to him and want to be associated with him in some way.
An athlete who wants to see similar results will need to begin branding themselves early in their career. If help is needed in this task, turn to the experts. Falling behind in this area can mean you fall behind throughout your career in terms of branding. Don’t make this mistake. Get help today.