By: Thomas Burkel
When you think of college basketball, what do you think of? Do you think of gritty practices, intense atmospheres, or game-winning buckets? If these come to your mind, you’re not wrong. Basketball is all about what happens on the court. But there is a deeper meaning to college basketball, one that is rooted in a player’s off-the-court presence. This is what we call a player’s brand image. Each player has a brand image. Some may be negative, neutral, or positive. But this brand image allows fans to gravitate towards players. Whether you like it or not, this is the DNA of sports. Fans flock to social media to see what athletes are doing, what campaigns they are a part of, or if they have made any noise within the media. Athletes have the power to tell their story.
But how do college basketball players tell their stories and navigate their brands? In today’s article, I will discuss five branding tips that are beneficial for college basketball athletes.
Tip #1: Craft Your Identity
When it comes to being an athlete, it can be hard to stand out. Most of the time you are only known for the logo you wear or the name on the back of your jersey. It can be difficult to make a difference if you are not the star. But how can you capitalize off of this lack of identity? Well, just like in life, be yourself. Create an identity that allows people to gravitate towards you, and generate content surrounding that. People are interested in who you are beyond basketball. Whether that is sharing your personal life, hobbies, or things that make you happy, people will gravitate towards these areas. You don’t have to be drastic or act fake. Being yourself and being consistent with who you are, will go a long way. If you expand your identity and show who you are, people will engage with you and your content.
Tip #2: Consistency is Key
Being consistent when creating your brand image is key. It is difficult for people to stay attached if you don’t post consistently. That doesn’t mean that you have to post content every day. Instead, it means that you need to create a regimen that works for you. Just like practicing your free throws, consistency is needed. Consistent branding and showcasing who you are also helps build trust and convey loyalty to your fans (Wong 2024). This may seem obvious on paper but it is not always shown in practice. Many times athletes, who are trying to maximize their brand, won’t stay consistent. Athletes may post off and on, have a false identity, or showcase stories that are not interesting to the public eye. To build this trust you must stay true to yourself and be consistent. This goal can be portrayed in branding, sports, and life.
Tip #3: Know Your Audience
It may be easy to brush off your followers, but they make up your image. They understand who you are, what you like, and look up to you. To maintain this connection with your followers, it is important to stay engaged. For example, improve upon their requests, respond to comments, schedule consistent Q&A’s, and show love. This engagement helps build trust between you and the viewer. If the viewer understands you are loyal, they will stick with you. As an athlete and brand, it’s also important to draw a line between you and the viewer. Be aware of your feelings when it comes to this engagement and try to take everything with a grain of salt. As an athlete, you are a human and it is important to remember that when connecting with fans, especially on social media.
Tip #4: Create Engaging Content
When creating your brand it is crucial to generate content that people will engage with. Many times athletes, who are in the process of building their brand, tend to make content that they enjoy. Even though this is great, it isn’t helping them build their brand. It is important to understand what your audience likes and to cater to this interest. This can elevate your brand in a multitude of ways. For example, it helps build credibility and consistency with the content that you are producing, fosters a sense of community with your audience, and drives traffic to your platform (Zaki 2024). Creating this sense of content and growth for your platform will benefit your brand image. It shows that you are interested in making content that people care about, and will ultimately benefit you as a brand.
Tip #5: Collaborate with Brands
Now is the time to shine as a student-athlete when creating an image for yourself. With the drastic rise in name, image, and likeness (NIL) athletes have a direct opportunity to partner with brands and make compensation. It is important to partner with brands, as it shows that you are staying engaged with the community. You don’t have to partner with Nike or Red Bull to make a name for yourself. You can connect with your local business or reach out to people in your community. Collaborating with brands shows that you are willing to step out of your comfort zone, and work with others to make an impact. This shows that you are more than just an athlete and that you are interested in helping out other organizations as well.
As a college basketball athlete, it’s difficult to make a name for yourself. However, if you are true to yourself, know your audience, and create content that is worth watching, you will elevate your brand. You don’t have to be the most well-known influencer on the block to inspire others. You just have to create a brand that is worth sharing.
Sources:
Jordan Brand. (2022). Jordan Brand signs its first NIL deal with Kiki Rice. Business of College Sports. https://businessofcollegesports.com/name-image-likeness/jordan-brand-signs-its-first-nil-deal-with-kiki-rice/
Wong, J. (2024, December 30). The importance of consistency in branding. Forbes. https://www.forbes.com/councils/forbescommunicationscouncil/2024/12/30/the-importance-of-consistency-in-branding/
Zaki, M. (2024, December 17). Content marketing strategies: Creating engaging content that drives brand growth. LinkedIn
Thomas Burkel 
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