What is the Athlete Brand
Foy Boy, the king of pinch showing an athlete brand doesn’t have to be kooky
What is athlete branding, why does it matter, how do you change it
‘Athlete Branding’ can feel like a bit of a strange term, especially in action sports where, for most of us, we love them because of the freedom they provide, the lack of structure. Branding feels too corporate, too ‘organised sport’ for our pursuits. In reality, athlete branding is just personal identity. We all have our own personal identity, and for an athlete, the term ‘branding’ just means we’re more aware of our identity and how we use that to support our career. It’s the Gonz being aware of who he is and sharing that, It’s John John Florence deciding to play things his way, it’s the reason Scotty ‘Sleepy’ Stevens is such an influence in the snowboarding world. Athlete branding doesn’t mean kooky or jock.
“An athlete brand is how you communicate your uniqueness, your story, your interests, behaviours, and values” – Sue Izzo and Circe Wallace - Sports Agents and Founders of Sports Management Mastermind
By thinking of athlete branding as your identity, it’s easier to feel more comfortable with it. It’s about authenticity, not pretending to be someone else. When done right, athlete brand can be the difference between a struggling artist, and a financially independent athlete.
What If we said athlete branding is the difference between earning $10,000 in a year and $100,000?
Sounds like it could be worth thinking about right? Being aware of who you are as an athlete, your athlete brand, and being able to consistently put out that image will help you to be known, stand out from others, build loyalty and trust with fans, and increase your marketability. You may not want to think about ‘branding and marketing’ with your sport, but if you want a career, you’re going to have to accept it.
Athlete branding isn’t just about maximising dollars. Here’s a look at how it can impact your life:
Your view of yourself - by knowing who you are as a person, it’s easier to feel a sense of personal happiness and peace. It helps bring your focus and career away from just competitive results.
Your Fanbase - Putting out a consistent and authentic message helps people built trust with you and creates a loyal fanbase. It also creates a closer community around you.
Your career options - When you build a fanbase you gain career options. Your personal brand can help direct your career and give you paths more suited to you.
Your marketability and Sponsor opportunities - Companies can easily align them selves with you for partnerships when it is clear what you stand for. It also helps make partnerships more authentic.
Your income - As your fanbase and marketability grow, so does your potential earnings rise.
“It’s important to build a personal brand because it’s the only thing you’re going to have. Your reputation online, and in the new business world is pretty much the game, so you’ve got to be a good person. You can’t hide anything, and more importantly, you’ve got to be out there at some level.” – Gary Vaynerchuk, CEO of VaynerSports, Vaynermeda
There is a mindset shift when you go from ‘just doing your thing’ to thinking of yourself as an Athlete, with an Athlete Brand. This difference is professionalism. You will start to approach your goal with more focus and drive, you will consider this your profession, your career. It will always be your passion, but if you want to make a career, you have to take it seriously at least some of the time. But remember, your ‘BRAND’ is just ‘you’.
“Brand yourself for the career you want, not the job you have.” – Dan Schawbel
The First Steps to creating your personal athlete brand
It’s easier than you think
Over the next few articles we’re going to dive deeper into how to create and manage your athlete brand. The first step though is to understand who YOU are, start to notice and be aware of the things that make you you, and get comfortable sharing them.
We can break the model of Athlete Brand Image down into three interdependent dimensions: athletic performance, attractive appearance (personality not just looks), and marketable lifestyle.
“Too many people overvalue what they are not and undervalue what they are.” – Malcom Forbes
Actionable Steps:
Be yourself - Take time to think about who you are and stay true to that.
Share your interests with your fans. Let them know what you do outside of your sport.
Share what inspires you so they can relate. We are all inspired by things and it helps motivate others when we share them.
“The first word in the phrase, “personal brand” is “personal.” Now add an “ity” to it, drop the “brand” and that’s what it really means. That’s the secret.” – Adam Ritchie, Brand Director
Top tips:
Your brand will develop over time. It won’t be crystal clear on day 1. Let it develop with maturity.
Share what makes you UNIQUE
BE HONEST
Tom Curren, the king of quirky, and owner of one of the strongest personal brands in surfing
Quick Summary
Your personal brand is made up of your personal story, interests, style, behaviour, and relationships
A clear brand will help you stand out, be known, build trust, and grow sponsorship opportunities
Be true to who you are and your brand will be authentic.
Next Steps for You
Download the athlete brand cheatsheet to help get you started on this journey and keep you on track.
Listen to the audio episode of this article on the ‘Make It Happen’ Podcast for Athletes from ESM.
Additional Resources
Watch
Postcards From Morgs - Rip Curl
This surf clip from Rip Curl staring new CT Rookie Morgan Cibilic was a stroke of genius by Vaughan Blakey. The concept and script was an amazing way to introduce some of the new team whilst immediately giving them loveable personalities. It’s a great example of how good athlete branding, doesn’t feeling like athlete branding, it just feels real.
Check it out here: https://www.youtube.com/watch?v=GxLj2N_8wK0
Read
sallyfitzgibbons.com - The website of professional surfer Sally Fitzgibbons
While it may seem odd to say ‘read this website’, I feel it’s a great display of how Sally curates her personal brand. She is one of the female surfers with an incredibly strong personal brand, and a very smart awareness and intention towards it that has helped her become so successful. Well worth a read.
Check it out here: sallyfitzgibbons.com
Listen
Ken Block - The art of marketing with a DC Shoes and Gymkhana Legend - The Tim Ferriss Show
It’s hard to think about athlete branding without thinking about one of the most successful athletes and entrepreneurs in the industry, Ken Block. Bear in mind every side business and brand is just an extension of his personal brand and feeds his own brand. A mastermind in the business.
Check it out here: https://tim.blog/2019/01/31/ken-block-gymkhana/