| As an athlete, identifying your personal brand is one of the most important foundations for your business. In todays world where you can profit off of your name, image and likeness, it’s so important you make time to differentiate yourself from the many athletes who may play your same position in your sport.
There are many things athletes can avoid to ensure they’re moving forward (not backwards) with growing audiences and profitable partnerships. Below are a few examples that can help athletes who are just starting out in the NIL space, or for those looking to refresh their image or business strategy.
8 Branding mistakes Athletes Can Avoid
Not establishing brand values. Authenticity in business happens when you make the time to establish your brand values. If you try to rush the process, it can make it more difficult for you to score solid partnerships. It can also make it harder for you to build a strong following. Take the time to consider who your target audience is, identify what your brand will stand for and how your audience will relate. Taking shortcuts when establishing your brand can result in a weak foundation for your business.
Failing to define your strategy. In todays market, athletes need to see themselves as businesses. If you don’t take the time to figure out the following questions, you risk losing out on valuable business opportunities:
- Who are your customers?
- What does the current landscape look like in your industry/sport?
- What does your competition look like?
- What makes your brand unique versus other athletes in your division/sport/position?
Partnering with the wrong businesses. It’s so important to do your research before working with a business and, if necessary, passing on opportunities if your values don’t align. Short term, this can be very frustrating especially if it means passing up on potential NIL income. Long term, however, being selective with your partnerships can help boost your credibility within the industry and increase loyalty from your supporters.
Relying on trends. Trends aren’t a bad thing, however, if your brand soley relies on trends, it’s very hard to create an authentic brand that represents who you are as an athlete.
Being to general. Trying to be all things to all people isn’t advised, especially when you’re trying to stand out from hundreds-to-thousands of other athletes. As an athlete, your ability to market your NIL should very specific and very curated. While you may want to experiment with different types of self-promotion, grow your following by being super focused with niche you decide to focus on.
Rushing design. Sometimes less is more. Don’t rush to work with a designer to create a whole branding set, logos or a custom-made website when you’re just starting out. Instead, take the time to work with experts that understand your target market, your values and use your business objectives that will in turn generate a logo/website/branding set that is fits your brand.
Copying the competition. This goes without saying- copying top NIL earners and entrepreneurs is the worst recipe for success. Not only are you at risk for potential copyright infringement, but you’re preventing yourself from growing an audience that is uniquely yours. Businesses and sponsors looking to partner with athletes who have their own style and their own audiences.
Not modifying content. I believe it’s better to have content that fits a certain platform really well vs. using the same content on various platforms. Learning the basics will help you grow your brand and your authenticity on social media. Understanding content trends, video lengths, or posting styles for various social platforms will help you connect best with followers accross differnt platforms. |