BUILD A WINNING BRAND

Your step-by-step guide to a strategic plan

Every athlete starts at ground zero: no likes, views, or revenue. But if you take a moment to reflect on your journey, you'll see just how far you've already come. Whenever I speak with athletes, they recognize that building a strong brand is essential. Yet, when I ask if they have a plan, the answer is often “No.”

Let’s change that! ??

Every pro needs a plan. Talent and hard work will only get you so far. Now is the time to stop relying on chance and start building your brand with intention. Even a poor plan is better than none. What are you aiming to achieve? What strategic choices will make you stand out? Clear goals will help structure your path, allowing you to pivot and refocus as needed. A plan will give you direction and something to improve upon. You may not get everything right at first, but you’ll avoid drifting aimlessly. Take a course, master a new skill, and continuously improve ??.

Here’s a step-by-step guide to help you take control of your athlete brand:

Before you can grow, you need to understand your current position. This involves taking a hard look at yourself and identifying your place in the market.?

?? ? Personal Identity: Who are you as an athlete and as a person??

?? ? Market Landscape: Who are your competitors or peers? How do they score??

?? ? Guiding Values: What values shape your approach to sports and life??

?? ? Mission: Why does your brand exist? What’s your purpose??

Actionable Tip: Write down three words that define you and ask a close friend or mentor if they agree. This will give you a clearer sense of your authentic self.

Setting clear, measurable goals is critical to your brand’s success. This phase is about envisioning what you want to achieve and the legacy you want to leave behind.?

?? ? Vision: What’s your big dream? Be specific. Remember: bring is bigger than bling ??.?

?? ? Timelines: Build beyond your playing days. Focus on what you can control ???.?

?? ? Legacy Ambitions: How do you want to be remembered once your career ends??

?? ? Business Ventures: What new opportunities, outside of sports, excite you??

Actionable Tip: Write down a 5-year vision for your career and brand. How do you want to be perceived? Be bold but grounded.

With your goals in place, it's time to create a strategy to reach them. This step focuses on making intentional choices that align with your vision.?

?? ? Brand Persona: What makes you unique? Your personality, values, and story.?

?? ? Target Audience: Who are you trying to reach? Are they fans, sponsors, or peers??

?? ? Engagement Platforms: Where will your audience find and interact with you??

?? ? Brand Differentiation: What sets you apart from everybody else??

Actionable Tip: Choose one social media platform to focus on this month. Tailor your content to provide genuine value for your “1,000 True Fans.”

This is where strategy meets execution. Which tools and tactics will enbable you to bring your game plan to life?

?? ? Tools & Platforms: Which technologies will make managing your brand easier??

?? ? Brand Symbols: How will people recognize your brand (logo, colors, signals)??

?? ? Financial Plan: How will you manage your budget and generate income??

?? ? Fan Engagement: How will you connect with and grow your fanbase??

Actionable Tip: Set up a simple monthly content calendar ??. Establish a realistic posting schedule and introduce consistent brand signals (accessories, sayings, colors, logos, or hashtags).

Tracking your success is essential. Your scorecard will help you measure what’s working and where adjustments may be needed.?

?? ? Self-Reflection: How do you feel about your progress so far? Take time to reflect.?

?? ? Performance Metrics: What data can you track to measure success??

?? ? Results & Impact: How have your actions impacted your brand and career??

?? ? Yearly Evaluation: At the end of each year, evaluate what worked and what didn’t.?

Actionable Tip: Review one performance metric (e.g., fan engagement) at the end of each week and improve it for the next week.

Keep track of your progress and your costs ??. Review your competition, fan feedback, and data. Use this information to pivot, adjust, and improve. Set aside time during the off-season to plan an annual off-site meeting where you update and realign your tactical playbook. Refine your best activations, identify potential threats, and stop doing what doesn’t work. Continuous improvement is the key to success.

Final Thoughts

Building a better athlete brand doesn’t happen overnight. But with a plan, you can take control and start making real progress. These five steps will help you build a brand that aligns with your values, engages your audience, and drives your career forward. For a deeper dive into this process and more detailed strategies, check out The Athlete Brand Book, where I walk through each step in greater detail to help athletes like you build stronger, more sustainable brands.

In Sports Illustrated's 2024 Powerlist, athletes are showing they're not just stars on the field but influential leaders off it. Icons like LeBron James, Simone Biles, and Lionel Messi are expanding their empires, securing major deals, and growing their independence. Want to see who’s shaping the future of sports and beyond? Check out Sports Illustrated's full list.

How did athletes like Michael Jordan and Serena Williams transform their fame into thriving business empires? The article "Athlete-Driven Ventures: How Sports Stars are Building Business Empires," published by Entrepreneurship Life in May 2024, reviews how athletes build brands and expand into fashion, tech, and entertainment. Curious? Click below to read the full story!

Discover how just 1,000 true #fans can transform your career. Read my take on Kevin Kelly’s game-changing concept and what it means for athletes today.

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Want to chat? Please reply with any thoughts or topics you’d like me to cover. For speaking inquiries, reach out here. Join the conversation on our social media platforms, and don’t forget to explore The Athlete Brand Book for more insights on building your brand.

See you in a fortnight for the next edition of The Influence Insider!