Personal Branding Lessons for Student-Athletes from Olympic Athletes

In today's collegiate sports landscape, the importance of developing a personal brand cannot be overstated. With the rise of Name, Image, and Likeness (NIL) opportunities, student-athletes are no longer just competitors on the field; they are influencers, entrepreneurs, and brand ambassadors.

However, before a student-athlete can effectively build a brand, they must first understand who they are, what their story is, and how their unique identity can resonate with brands, sponsors, and their audience.

Understanding Identity: The Foundation of a Strong Personal Brand

The process of brand development begins with self-discovery. For student-athletes, this means delving into their personal strengths, passions, and behaviors—elements that go beyond their athletic performance. It involves asking critical questions:

• What am I passionate about??
• What hobbies and interests define me outside of sports??
• How do my personal experiences shape my worldview?

One prominent example of a student-athlete who has successfully leveraged her identity to create a powerful brand is Olivia Dunne, a gymnast at Louisiana State University. Known for her love of fashion and fitness, Dunne's brand partnerships include activewear and lifestyle brands that align with her interests. Her authentic connection to these products makes her endorsements credible and relatable, highlighting how understanding one's identity can lead to successful brand collaborations.

The Role of Passion and Authenticity in Brand Representation

A compelling personal brand is rooted in authenticity. For student-athletes, this means aligning their brand with passions and activities they genuinely care about. Authenticity resonates with audiences and builds trust, which is crucial for successful brand partnerships.

Take, for instance, the story of University of Iowa basketball player Caitlin Clark. Known for her fierce competitiveness and love for the game, Clark's NIL deals with companies like H&R Block and Nike are a natural extension of her identity. Her love for basketball and her dedication to excellence are evident in every endorsement she undertakes, making her brand a reflection of her true self.

But passion isn't limited to sports. A student-athlete's brand can also be shaped by personal hobbies, interests, and causes they care about. Whether it's a passion for gaming, fashion, or environmental sustainability, these aspects of their identity can open doors to brand partnerships that are not only lucrative but also fulfilling.

As the NCAA's Name, Image, and Likeness (NIL) policies continue to reshape the collegiate sports landscape, brands are finding innovative ways to connect with student-athletes and their audiences. Dairy Max, a nonprofit dairy council representing over 900 dairy farm families across eight southern states, has seized this opportunity to advocate for the benefits of dairy products through strategic partnerships with college athletes. These collaborations are not just about endorsements; they are about aligning the genuine love that these athletes have for milk with the nutritional values that dairy provides, creating a powerful and authentic brand message.

Dairy Max has wisely chosen to partner with three female student-athletes, each from different sports, universities, and backgrounds, to reach a broad and diverse audience. These athletes already have a strong connection to dairy, particularly chocolate milk, which they incorporate into their post-workout recovery routines. This authentic integration of dairy into their daily lives makes them ideal ambassadors for Dairy Max, as they can genuinely speak to the benefits of milk as part of a healthy, active lifestyle. This authenticity resonates with their followers, making the partnership more credible and impactful.

Jennie McDowell, vice president of business development at Dairy Max, emphasizes the importance of this authenticity in reaching the Gen Z demographic. "We know that more than half of Gen Z is active on TikTok, and we’re working hard to build trust with them. They tend to trust the influencers they follow on that platform, and with the help of our NIL athletes, we want the Gen Z consumer to see dairy as a trusted source of nutrition." By partnering with athletes who genuinely incorporate dairy into their lives, Dairy Max is not just selling a product; they are promoting a lifestyle that resonates with the values and habits of their target audience.

The impact of these partnerships is already being felt. With a combined following of over 26,000 on Instagram and more than 127,000 on TikTok, these athletes are successfully spreading Dairy Max’s wholesome messages to a wide audience. Their influence extends beyond just promoting milk as a post-workout drink; they also advocate for heart health, cooking, and even farming, showcasing the versatility and importance of dairy in everyday life. This multi-faceted approach allows Dairy Max to reach a variety of consumers, from fitness enthusiasts to those interested in nutrition and sustainability.

Learning from Olympians: The Power of a Compelling Story

While developing a brand based on passion and authenticity is essential, having a compelling story can elevate a student-athlete's brand to new heights. The journey of overcoming adversity, facing challenges, and rising above them is a narrative that resonates deeply with audiences and brands alike.

Consider the story of Simone Biles, the Olympic gymnast who overcame the trauma of her childhood and the pressure of being one of the world's top athletes. Biles' story of resilience and mental health advocacy has become a central theme of her personal brand. Her partnership with companies like Athleta reflects her commitment to empowering women and promoting mental well-being, making her brand as influential off the mat as it is on.

Another example is Michael Phelps, the most decorated Olympian of all time, who has been open about his struggles with mental health. Phelps' journey from the depths of depression to becoming an advocate for mental health awareness has made him a relatable and inspirational figure. His partnerships with mental health organizations and wellness brands are a testament to the power of a compelling story in building a brand that resonates with audiences worldwide.

Finally, consider the story of Paralympic swimmer Jessica Long, who was adopted from a Siberian orphanage and overcame the challenges of being a double amputee to become one of the most successful Paralympic athletes in history. Long's story of perseverance and triumph has made her a sought-after brand ambassador, with partnerships that reflect her journey and the causes she is passionate about.

The Path Forward: Building a Brand with Purpose

For student-athletes looking to build their brand, the path forward begins with self-awareness. Understanding who they are, what they stand for, and what their story is will provide the foundation for a brand that is authentic, compelling, and impactful. By aligning their brand with their passions, hobbies, and interests, student-athletes can authentically represent brands, sponsors, and advertisers, creating partnerships that are both meaningful and successful.

The world of NIL offers unprecedented opportunities for student-athletes to monetize their name, image, and likeness. But the key to long-term success lies in building a brand that is true to who they are—a brand that tells their story, reflects their values, and resonates with the audiences and brands they wish to connect with. In the end, it's not just about the deals they sign, but the legacy they leave behind as athletes, influencers, and individuals!

What do you think?