March is one of the most exciting months of the year all because of March Madness. College basketball passion sweeps the nation producing Cinderella stories and glimpses at the poise of future NBA stars. With a TV deal worth $10.8B over the next 14 years and all games being broadcast in full, the stage is set for many college men to propel themselves, and their brands, into the spotlight.
Today, kids as young as high school are all too aware that self-promotion opens doors, and college athletes know this even more so. With a stage like the NCAA Basketball Championship Tournament, not taking advantage of the spotlight opportunity would be unwise. To pretend that many athletes playing in the tournament don’t think this way would be naive as it is simply a different world we are in today.
Anthony Davis
To give you an example, Anthony Davis, AP College Player of the Year and projected top pick in the upcoming NBA draft, already has 93,500 twitter followers and someone managing his Facebook page. His signature unibrow (which is also on twitter) has been in, and on the cover of, multiple magazines. I use the benchmark of 100,000 twitter followers for when one’s brand is a major influencer. Anthony will most likely break that barrier before he sets foot on an NBA basketball court. The key to his popularity and brand growth stems from the level of skill and leadership he has showcased, as well as, his role in Kentucky’s success.
At his age, one does not exist without the other.
Davis has done it the right way. He has focused on his sport first and foremost, but has realized that there are thousands of fans out there that want to know more about him. Participating in social media in the right form has allowed his to give his fans what they are asking for, while promoting himself, his team, and his school.
Harrison Barnes
Harrison Barnes, on the other hand has not. Jay Caspian Kang wrote an interesting article for Grantland.com, where he highlights that Barnes was all too aware that he was a brand.
“It’s crazy that Barnes was thinking about his brand before he played a minute of college basketball. It’s crazy that when Barnes struggled mightily during his freshman year, he was still thinking about that brand. And it’s crazy that before the NCAA tournament, Barnes felt the need to broadcast his brand through a national magazine by talking, of course, about his brand. The “all-business” rationale falls apart when the business is purely speculative. After two disastrous games in the NCAA tournament and a largely disappointing sophomore season, what, exactly, is the Harrison Barnes brand? What endorsement opportunities does he have right now?”
Endorsement opportunities are only one example of the benefits of a strong personal brand for an athlete. I am not sure Barnes thinks this way,otherwise, he would manage his brand in a different manner. Focusing on an athlete’s personal brand also provides benefits such as: increased impact in the charitable world, achieving one’s vision for themself, showcasing core values, leaving a legacy one is proud of both within and outside their sport, business ventures, community relations, post sports career career, etc. The list goes on and on.
Even college athletes that don’t go pro can benefit from a focus on their personal brand while in school and in a spotlight. The drive, dedication and leadership skills possessed by athletes at their level are attributes that are advantages in the corporate world. Simply stated, colleges should institute mandatory media training, social media training, and personal brand development seminars for their athletes. Doing so would not just be in the interest of those that go pro, but all athletes in general.
Education, after all, is the reason that colleges exist, and for student athletes this is the type of education they will use with immediate benefit.
Author:
Katie Marston is a partner in VMGelement , a personal brand development company focusing on professional athletes. Follow her on Twitter at @ktmarston
