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How can sports management professionals create a positive brand image?

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Creating a positive brand image is essential for sports management professionals who want to attract and retain fans, sponsors, media, and talent. A brand image is the perception and reputation of a sports organization, team, or individual in the eyes of the public. It reflects the values, mission, vision, and identity of the sports entity. How can sports management professionals create a positive brand image that stands out in a competitive and dynamic market? Here are some tips and strategies to consider.

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Radha Kumari

Founder of Vaani football I Head of communication and community at @INNOBOUND.EU
Raúl Guadalupe C.

#Consultor #CustomerExperience??#CX #EmployeeExperience #EX | #CapacitadorComercial ?? #Docente #FormadorDeFormadores??…
Elizabeth Montavon

Pro Athlete ?? | Award-Winning Sports Marketer ?? | Podcast Host ??? | Women's Sports ??

1 Define your brand identity

The first step to creating a positive brand image is to define your brand identity. This means clarifying your purpose, goals, values, personality, and voice. Your brand identity should be consistent, authentic, and distinctive. It should also align with your target audience's needs, preferences, and expectations. You can use tools such as a brand audit, a SWOT analysis, a brand positioning statement, and a brand style guide to help you define your brand identity.

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Radha Kumari

Founder of Vaani football I Head of communication and community at @INNOBOUND.EU
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Creating a positive brand image takes time. To create a successful positive sports brand, the most important thing is to create storytelling that people can relate to. After defining the brand identity, we should be consistent with the content that the audience can relate to otherwise they would not connect as a consequence we would never be able to communicate the value and the mission we have. While the narrative is key, blending the story with data gives an added value to make the story a success. Lastly, feedback and research into what audiences like to watch and feel connected to can improve and help build the branding.

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Raúl Guadalupe C.

#Consultor #CustomerExperience??#CX #EmployeeExperience #EX | #CapacitadorComercial ?? #Docente #FormadorDeFormadores?? | #ManagerCoach #MBA ?? #BienestarLaboral #FelicidadOrganizacional ?? #ActivistaSocial ????
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Para definir una identidad de marca, debemos destacar valores, diferenciadores, propósito, construir una narrativa convincente, pero sobre todo coherente, donde debemos: 1. Identificar los valores centrales del deportista o profesional, como ética por su trabajo incansable, dedicación a la excelencia o compromiso con la comunidad desde lo social. 2. Crear historias coherentes para transmitir esos valores, utilizando plataformas digitales, entrevistas, contenidos visuales, hacia su audiencia. En este mercado competitivo, la coherencia entre lo que se dice y se hace, será su mejor ventaja competitiva en la identidad de marca. #RG

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Chazz Lucenti, PMP
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Regardless of what your brand identity ends up being, it should be authentic to you. You will do your best work when you are building on your true strengths and using your genuine voice. Putting yourself out there can be intimidating. However, not only will you do your best when you align your brand identity with your authentic self and interest, but others will gravitate and resonate with your brand with more strength as well.

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Manuel Moreira, MBA

Member Associations Finance Services Coordinator at FIFA | Financial Governance | Making football truly global ????
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Here are several strategies to help sports management professionals build and maintain a positive brand image: - Professionalism and Integrity: Demonstrate professionalism and integrity in all interactions. - Consistent Personal Branding: Develop a consistent personal brand that reflects your values, expertise, and unique qualities. - Networking and Relationship Building: Actively engage in networking and relationship-building activities. - Continuous Learning: Stay informed about industry trends, best practices, and emerging technologies. - Effective Communication Skills: Develop strong communication skills, both written and verbal. - Mentorship and Collaboration: Engage in mentorship relationships and collaborate with colleagues.

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2 Communicate your brand story

The next step to creating a positive brand image is to communicate your brand story. This means telling the story of who you are, what you do, why you do it, and how you do it differently. Your brand story should be compelling, engaging, and memorable. It should also convey your brand values, mission, and vision. You can use channels such as your website, social media, blogs, podcasts, newsletters, and press releases to communicate your brand story.

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Elizabeth Montavon

Pro Athlete ?? | Award-Winning Sports Marketer ?? | Podcast Host ??? | Women's Sports ??
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In crafting a brand story, it's essential for everyone to delve into their unique experiences and qualities. Just as I combine my background as a pro athlete with my expertise in marketing and social media, others should aim to pull out those distinct facets of their lives. Whether it's a blend of professional expertise, personal journeys, or unexpected skills, these elements make a brand story memorable and authentic.

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3 Deliver your brand promise

The third step to creating a positive brand image is to deliver your brand promise. This means fulfilling the expectations and needs of your stakeholders, such as your fans, sponsors, media, and talent. Your brand promise should be clear, credible, and relevant. It should also demonstrate your brand values, quality, and performance. You can use methods such as customer service, feedback, loyalty programs, and community engagement to deliver your brand promise.

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Raúl Guadalupe C.

#Consultor #CustomerExperience??#CX #EmployeeExperience #EX | #CapacitadorComercial ?? #Docente #FormadorDeFormadores?? | #ManagerCoach #MBA ?? #BienestarLaboral #FelicidadOrganizacional ?? #ActivistaSocial ????
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Creo que para cumplir la promesa de una marca, más allá de la coherencia, se debe interactuar con tu audiencia constantemente en los diferentes canales de comunicación, de manera directa. Ser mejor cada día en su rama deportiva, innovando en su entrenamiento y trabajo duro. Realizar interacciones personalizadas con tus fans, contestar sus preguntas, sorprenderlos con una visita a su casa, haciendo cosas por ellos que serían un sue?o, para generar confianza y lealtad, de esta manera se refuerza el compromiso de cumplir con la promesa de marca, hacia sus seguidores y fans. #RG

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4 Showcase your brand personality

The fourth step to creating a positive brand image is to showcase your brand personality. This means expressing your brand identity through your tone, style, and attitude. Your brand personality should be appealing, unique, and consistent. It should also match your target audience's preferences, emotions, and aspirations. You can use elements such as your logo, colors, fonts, images, and slogans to showcase your brand personality.

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5 Manage your brand reputation

The fifth step to creating a positive brand image is to manage your brand reputation. This means monitoring and responding to the feedback and opinions of your stakeholders, such as your fans, sponsors, media, and talent. Your brand reputation should be positive, trustworthy, and resilient. It should also reflect your brand values, ethics, and social responsibility. You can use tools such as online reviews, ratings, surveys, testimonials, and crisis management to manage your brand reputation.

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6 Evaluate your brand image

The final step to creating a positive brand image is to evaluate your brand image. This means measuring and analyzing the impact and effectiveness of your brand strategy. Your brand image should be strong, distinctive, and favorable. It should also align with your brand identity, story, promise, personality, and reputation. You can use metrics such as brand awareness, recognition, recall, loyalty, equity, and advocacy to evaluate your brand image.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Debbie Larry-Izamoje,fnimn

Chief Operating Officer | Brila Media | Media Executive | Top 25 Women in Nigerian Sports Business | Women in Sports Advocate
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To build a positive brand image, prioritize being transparent, engage with the community, highlight athletes' positive impacts, and align your brand with values that connect with fans and stakeholders. Also, ensure effective communication, ethical practices, and forge strategic partnerships to boost how your sports organization is perceived.

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Alberto Riesgo Pérez

Director de Marketing en Nutris Group
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Los profesionales de la gestión deportiva pueden crear una imagen de marca positiva enfocándose en tres aspectos clave: compromiso con la excelencia, responsabilidad social y conexión emocional. Primero, destacar los logros y la ética de trabajo dentro de su organización refuerza una imagen de excelencia y profesionalismo. Segundo, involucrarse en iniciativas de responsabilidad social, como programas comunitarios o sostenibilidad, muestra un compromiso más allá del deporte, generando una percepción positiva. Finalmente, construir una conexión emocional con la audiencia es crucial; esto puede lograrse a través de historias inspiradoras de atletas, experiencias inmersivas para los fans y una comunicación transparente y auténtica.

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How can sports management professionals create a positive brand image?

1

2

3

4

5

6

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1 Define your brand identity

2 Communicate your brand story

3 Deliver your brand promise

4 Showcase your brand personality

5 Manage your brand reputation

6 Evaluate your brand image

7 Here’s what else to consider

Sports Management

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How can sports management professionals create a positive brand image?

1

2

3

4

5

6

7

1 Define your brand identity

2 Communicate your brand story

3 Deliver your brand promise

4 Showcase your brand personality

5 Manage your brand reputation

6 Evaluate your brand image

7 Here’s what else to consider

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