Identity First, Then Branding

The obvious goal in the marketing of an athlete is to ultimately create a brand. Michael Jordan is the most obvious example and Tiger Woods is close on his heals. But despite this relatively universal objective, very few athletes actually achieve it. I think the problem is that sometimes we are overly focused on the end result and, as a result, we overlook the necessary but smaller steps that lead to eventual success. In this case, before we can get to the point of brand creation we need to discover and foster a robust identity for the athlete.

An athlete’s marketing and PR plan should look to create a universally recognizable identity that favors maximizing reach and awareness. A clear and well crafted message helps to define the athlete’s identity. His/her identity could be grounded in personality, demographics, life story/background, or the social causes the athlete stands behind.

Once the message has been established it should be disseminated through all forms of media and marketing tactics. This means partnering with sponsors, charities and businesses that go beyond the playing arena. It also entails maximizing outreach beyond the traditional media platforms. Go after TV and print media for sure, but also make sure to use the internet and blogs in an attempt to reach new audiences. Then use these opportunities to highlight the athlete’s messages and identity. Make sure to emphasize the athlete’s goals and beliefs that go past sports while still mentioning the athlete’s impact on the game in which he/she participates. The more an athlete goes beyond sports, the more likely it is that he/she will become a household name.

Thus, don’t start out and get caught up in strictly branding issues. Build up to it. A strong identity that reaches the far and wide will make the creation of a brand that much easier.