TEACH FEMALE ATHLETES HOW TO BRAND, TEACH’EM, TEACH’EM HOW TO BRAND!!
What exactly is a brand? Simply put: a brand is an IDENTITY. It is a set of associations we make with products or services and what differentiates particular products and services from competitors. In sports, we have popular apparel brands like Nike and Under Armour, league brands like the NFL and NASCAR, team brands like the Yankees and Manchester United, and athlete brands like LeBron and Tiger.
Wait, are athletes brands? Similar to the associations we make with products and services, a personal brand is the set of associations we make with a particular person. Athletes with strong brands can benefit from lucrative endorsement deals during and after their careers. Even after their careers end, well-branded athletes can transfer their brand power to entrepreneurial endeavors, appearances, or other business aspects. Want to be like Mike still?? He’s over 10 years removed from his playing days and his Jordan brand is stronger than ever. Well-branded athletes not only earn more, but they have the ability to influence larger masses and opportunities to transfer their brand power beyond the playing field.
So what about the not-as-well-branded or not-as-well known personas in sport? Are they still brands? Tom Peters says: YESSS! Peters is the author of the article titled “A Brand Called YOU” where he claims we are all brands. In fact, we are all CEOs and brand marketers…of our own brand. The way you dress, style your hair, the friends you associate with, the books you read, the food you eat, the car you drive, the content you post on social media. All of this makes up YOUR BRAND. As brands, we each have our own unique name, reputation, credibility, and image. We all have our own brand personalities, or the human element of your brand. We all have different qualities…..
To read more on how branding affects you, click here: Women’s Sports Blog.