What is Personal Branding?
In 2024, professional sports and social media are interconnected. An athlete’s image and brand go beyond what they achieve in competition and can be affected, for better or worse, by how they speak, act or even post outside of competitive performance.
Personal branding refers to the strategic planning, creation and promotion of your unique identity as an athlete. It helps your audience know who you are and what stand for and when done right, ensures you make a positive, memorable and effective impression.
At ENVY SPORT, one component of our work with clients involves helping them build a personal brand that supports their professional goals. This article will break down why personal branding is so important for athletes and some simple steps you can take toward building a brand that helps you get closer to your goals.
Why do Athletes need a Personal Brand?
In the era of short attention spans and over saturated social media platforms, it’s never been more important to be intentional about the way you promote yourself, especially as an athlete. Here are some of the main reasons athletes should build a strong personal brand:
Opportunities in Sport and Business In the past, teams or promotions may have had to wait until they could meet with an athlete in person before they could determine whether they were a good fit for the organisation. In modern times, a google search or an assessment of social media can offer just as much insight into an athlete’s character at face value. Promoting an image of yourself that is reflective of the values that are important to you can help you unlock new opportunities both in sport and in business.
Differentiate Yourself Professional sports is a competitive industry. In many instances there will be hundreds if not thousands of athletes competing for single spots on rosters or opportunities to compete. A strong personal brand helps you separate yourself from the competition. Whether by showcasing that you’re the right fit for the position or the best choice to work with a brand, your unique personal brand can help you stand out from the crowd.
Increase Credibility At all levels of professional sport, future opportunities rely on strong prospects for success or a track record of achievement. Building a personal brand that showcases your resume both athletically and professionally will ensure you are taken seriously as an athlete.
Make an Impact A personal brand can also go beyond the scope of sport and business. Standing for something and using your platform and position to draw attention to issues or promote things that are important to you as an athlete are ways you can make a positive impact and drive change at all levels.
How to Build your Personal Brand
So how can you start to build your own personal brand to ensure you’re promoting the best version of yourself in sport and business? Below are some simple steps to help you get started.
Identify your goals and values. Take some time to identity what it is you want to achieve in sport or business and the values that are important to you. Research and look at athletes that are in the position you want to be in as a model for your own personal brand. This foundation will help you be intentional about the way you communicate yourself.
Consider how you conduct yourself in and out of competition. Personal branding is more than just your social media and more than just your athletic performance. How you conduct yourself in and out of competition is an important part of making sure you are promoting the best version of yourself. Whether you’re competing or enjoying time outside of sport, remember that when you have a personal brand your audience will hold you to that standard of professionalism - so avoid conducting yourself in ways that don’t reflect your values.
Share content you’re proud of. Personal branding doesn’t mean you start posting online and change the way you are so your audience perceives you differently, its about sharing the best version of yourself and being conscious of how your perception can impact yourself and others. So, a strong personal brand means being yourself. Share content that showcases your achievements and your unique personality and values. This will lead to an authentic and effective personal brand.
Consider engaging professional support. Personal branding can be challenging. Depending on the level you’re at in your career, it may be worthwhile to consider engaging professional support to give you the best chance to create a strong personal brand. Qualified and experienced professionals can help you develop your brand while giving you more time to focus on your athletic pursuits. If you’re athlete who wants to establish a strong foundation for your career and start building your own audience, consider following ENVY SPORT on socials to get more insight into how to create a compelling personal brand.
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