By: Thomas Burkel
Life always has a time limit. No matter what happens, each day will pass and new opportunities will occur. Yet, some people can create a lasting legacy, while others fall by the wayside. This mantra is the same for sports. Stars come and go, careers end, and people forget about athletes.
But what if this was different? What if athletes could create a brand outside of their sport? We see a select few athletes within the professional world master this craft. Whether this is through creating their own brand, participating in advocacy work, or becoming stakeholders within the media. But not all athletes can succeed with this venture and they are left to be forgotten forever.
Sports may not last forever, but your brand will. In today’s blog, I will discuss three ways post-college athletes can elevate their brand reach outside of the game. Whether this is through community work, showcasing their passions, or leveraging their persona, post-college athletes can be seen as more than playmakers—they can become icons.
Tip #1: Build a Personal Brand Portfolio
To showcase that you are more than just an athlete, it is important to create a portfolio that speaks to your personal brand. Personal branding is the key that allows people to notice who you are. According to E*TRADE, “your personal brand is the sum of people’s perceptions of you: your background, achievements, values, and authentic essence of who you are.” Building a portfolio allows future employers or fans to see your true self. Instead of presenting yourself as an athlete, you can showcase who you are beyond the field.
If you are a professional athlete you may be wondering, how do I create a Personal Brand Portfolio? Well, it’s a simple process. First, you can create a website or resume. Then you can highlight your specific achievements away from your sport. For example, you can discuss NIL campaigns that you have worked on, clubs or activities, and passions that you have. If you don’t have experience within these areas, that is also okay! There are so many opportunities to explore your interests. Just like building your craft, you have to be committed to building out your future.
Tip #2: Become a Thoughtful Influencer
When I say influencer, I don’t mean speaking in front of a camera. Being an influencer is about influencing the people around you. Whether this is through supporting your community, speaking on panels, or starting a blog, these are all ways in which you can spread your expertise to others.
Being an athlete, especially a college athlete, comes with its challenges and people want to know your story. Finding creative outlets that support the people around you is a great way to build your brand beyond the game. At the end of the day, you want to be known for the tips and knowledge that you share. These pieces of knowledge outweigh the progress that you have made on the field. By supporting your community and influencing the people around you, you can build a brand that creates change.
Tip #3: Build Your Brand
Out of all of the steps, building your brand is the most important. Most of the time, the people who watched you play only know you by your stat sheet. They probably don’t know your hobbies, your skills, or your personality. Building your brand is your opportunity to show the world who you are. It is also an opportunity to showcase what you want to pursue in the future. For example, many athletes pursue social media, fashion, entrepreneurship, or complete advocacy work. Focusing on an area that speaks to you, and working on it, will build your craft but also your reputation. People will gravitate to what you are doing if you present a unique and thoughtful perspective.
According to the University of Costa Rica, “athlete brand authenticity can be defined as a uniqueness, originality, and character strength an athlete owns in people’s opinion. Uniqueness represents an athlete’s distinctiveness that differentiates him/her from others.” Creating an authentic brand, that is true, will help create trust between you and your audience. This is a lesson that can be used for athletes, but also within life. Working on something that speaks to you, and connects with your passions, will not only elevate your brand but help build your character.
Being a college athlete is a special endeavor, but it doesn’t define you. By building your brand, being thoughtful, and taking the actionable steps to build out your portfolio, you can elevate your game beyond the field.
Sources:
Butler, D. (2022b, September 13). Icon Source | Blog | Building your Athlete Self-Brand. Icon Source. https://iconsource.com/blog/athlete-branding/
E*TRADE. (n.d.). The business of being you. https://us.etrade.com/knowledge/library/getting-started/business-of-being-you
Gaines Group Activations. (2023, August 3). The power of diversification: Student Athlete NIL and the importance of a varied marketing portfolio. https://www.linkedin.com/pulse/power-diversification-student-athlete-nil-importance-varied/
Lee, J. S., & Cho, H. (2021). Understanding the dimensions of athlete brand authenticity. Journal of Human Sport and Exercise, 16(4), 785–799. https://www.redalyc.org/journal/4420/442067945011/html/
NCAA.org. (2024, March 14). North Dakota, Salisbury and Coker student-athletes earn NCAA Community Service Award. NCAA.org. https://www.ncaa.org/news/2024/1/31/media-center-north-dakota-salisbury-and-coker-student-athletes-earn-ncaa-community-service-award.aspx
Thomas Burkel 
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