Cars, finances, and health are all things that one should schedule a regular examination of. Doing this allows for keeping on track towards goals, fixing problems in the early stages, making educated course changes, or continuing things running smoothly. This same train of thought should also apply to professional athletes when assessing their personal brand. Athletes are diligent about analyzing their on-field performance for areas of improvement, yet most neglect to do the same for their brand. To increase the impact and rewards of a strong personal brand, a regular analysis is necessary. Below I have detailed out four questions that can help keep your brand on track.
What is the RED THREAD of your brand?
Look at your website, your Twitter account, the types of organizations you are involved in, how you perform in your sport, importance of family, etc. What are the common themes that show up most frequently? For example, it can be a personality trait, a performance trait, a charitable foundation/cause, or even a color. Do you notice a consistency or do your themes seem scattered? Lance Armstrong’s values and red thread run so deep through his network that no matter the sponsor or medium, they’re all consistent. His red thread of the color yellow, cancer awareness, charity, courage, or cycling, all aid in defining his brand. Because of this consistency, awareness is raised and his impact becomes greater. Try to stick to 4 or less traits/themes that run through all consumer touch-points of your brand.
Do you have a LIVING NETWORK tree?
In professional sports, you are privy to doors being open to you that aren’t open to many people. Men, women, and kids from all walks of life want to engage in conversation with genuine interest. Take advantage of the open doors you have now. Ask for business cards when you meet people, as it is the easiest way to remember names, professions, and faces (after a quick search online). Start an online address book and initiate exchanges with those in the red thread areas of your brand. By growing your network now, you position yourself advantageously for your career future.
Take the MOTHER/GRANDMOTHER Test
What things are you doing that your mother/grandmother would be disappointed in? It can be the way you carry yourself, how you react to criticism and confrontation, or your lack of charitable influence. Whatever it may be, those are the actions you should adjust or disengage. Deep down they don’t align with your core values and will hurt your brand in the long term. Remember, you are building a legacy and actions live forever online.
Does the WORK YOU DO = WORK FOR YOU?
If the work you are doing to create and sustain your brand – tweeting, appearances, endorsement deals, business ventures, Facebook, etc. has you living in a state of overwhelming confusion, you need to reassess. Your touch points to the public should have a symbiotic relationship for sustainability. Back to Lance Armstrong to take a look at his touch points. Within his endorsements (Radio Shack, Nike, FRS Energy, to name a few), his website, Facebook, Twitter, a minimum of two are always sharing content (photos, written word, video) or cause (LIVESTRONG). Photo shoots and events provide content for social media, links with sponsors, awareness for his cause. LIVESTRONG license products have been created, which sell across multiple sites and locations, where the proceeds help financially support the organization. Take note of each activity you do and see where you can collate content creation, or begin to have one collaboration support another.
Along with these questions, create goals and benchmarks to keep everything on track. As your knowledge and understanding of your brand grows, your analysis of it should become routine.
Author:
Katie Marston is the CEO and founder of DYME Branding, a personal and lifestyle branding company focusing on professional athletes. Follow her on twitter at @ktmarston or learn more at dymebranding.com.
