Build Your Brand - A Resource for Athletes

Build Your Brand A How-To Guide for Athletes: Branding Yourself, Financial Assistance, Networking and more.

A How-To Guide to Branding Yourself, Financial Assistance, Networking & More

A Message from the Lethbridge Sport Council We created this booklet as a resource for athletes and teams to welcome you to the world of branding yourselves.

We will look at the importance of networking, different routes for fundraising, social media and more.

As athletes, we are taught to train our bodies and mind in every aspect of our sports, as well as nutritional training.

One thing that is too often missing from those years of training, is knowing how to effectively promote yourself.

We hope this booklet provides you with useful information to take your athletic career to the next level.

UNIQUE SELLING POINT (USP) Unique skill?

Leadership abilities?

Charity work?

First, we need to identify your unique selling point.

What makes you stand out?

What do you have to offer that others do not?

How are you different than others?

People can find your athletic resume easily, let them discover who you are as a person!

Humanize the Jersey

Who are you besides being an athlete?

Knowing your true self is key to effective self-branding.

Check out this hashtag on social media

#MoreThanAnAthlete

UNIQUE SELLING POINT (USP) Here are some questions to get you thinking about who you are outside of sports: What hobbies do you have outside of playing and participating in sports?

What music do you listen to outside of the pre-game and training playlist?

What types of movies do you like? Why? What could you see yourself doing after your athletic career is over? What is your dream career?

Where do I stand on important issues?

Could I see myself as a coach or volunteer, giving back to the sport that gave me so much?

Now that you’ve recognized your USP, it’s time to make sure your online presence accurately represents it!

SOCIAL MEDIA PRESENCE Your social media platforms are a direct reflection of who you are as a person. Use this to your advantage!

Before you share on social media, consider the following: Avoid sharing private information on social media.

Keep all private team and player information off social media.

Could this be considered insensitive or obscene?

Am I addressing my mistake or a negative comment in an appropriate way?

If confronted about why I shared this post am I comfortable backing up my decision?

Could this post reflect negatively on myself, my team, or my organization?

Research yourself. Do a social media cleanse and be prepared to answer potential questions about content you shared and posted.

SOCIAL MEDIA PRESENCE Tips and tricks for how to utilize social media!

Follow prospective coaches on social media. Get a vibe of what they might like as a coach if you do not know already.

Start engaging with elite athletes in your sport from Alberta if you can! Most athletes are willing to speak to up-and-comers in their sports, and could offer you some great advice.

Engage with connections that you might already have.

Make the local paper for an athletic accomplishment? Share it!

Be thankful for the support you receive from the community.

Did a teammate or close friend achieve an incredible feat?

Share it! Show that you are a supportive friend and teammate, as well as an athlete.

Avoid sharing information and posts that relate to sensitive subjects like alcohol, drugs, substance use, etc.

It is not uncommon to hear about professional, collegiate or amateur athletes coming “under fire� over posts that they have shared or shared of them on social media. Consequences have included athletic bans, financial penalties, sponsorship losses, scholarships revoked and more.

SOCIAL MEDIA PRESENCE Check out these examples of athletes doing social media well!

Haley Daniels

Clara Hughes Madeline Szabo

Yao Ming

NETWORKING Now that you know who you are and what you have to offer, as well as the appropriate social media presence, it’s time to make connections!

Are there sport volunteering opportunities coming up soon?

Ensure the people Is there a physical who have supported location for me to you the longest ,feel meet people? appreciated.

NETWORKING

Interacting with others to exchange information and develop professional or social contacts

Am I personable and approachable?

How can I get involved to help others?

Are there local businesses or business people who used to be or are currently involved in my sport?

Solid relationships take time. Don’t worry if sponsorships don’t appear right away!

NETWORKING Examples of volunteer events to consider becoming involved with: Local sporting teams or organizations’ games and/or tournaments Annual Events (ie: Moonlight Run, Dragonboat Festival, Canadian Junior Little League Championships, etc) Large scale championship events (ie: World Men’s Curling, Alberta Summer Games, provincials, PBR, etc) Medical Awareness and Memorial Events (ie: CIBC Run for the Cure, Terry Fox Run, Floorbusters Lacrosse, Hellz Jezebel Memorial, etc)

Lethbridge is a close-knit community, where relationships are embraced. Networking with people at these events is a great way to get your name out there and grow your connections.

FINANCIAL ASSISTANCE Traditional Methods

Local Business Support Local, small businesses are a staple in Southern Alberta. We know them and love them!

Supporting local businesses is a great way to connect with the community, and they are usually more willing to support people who have supported them in the past.

FINANCIAL ASSISTANCE Traditional Methods

Local Business Support One of the benefits of being from a community like Southern Alberta is there is a good-chance that you already have a direct or indirect connection to many businesses. Like the old saying goes, “It’s who you know.” Here are some tips for approaching local businesses for support: Be prepared to hear “No”. It’s not that they don’t want to support. Many of the these businesses might have already commited their budgeted sponsorship dollars. Don’t take it personally!

Financial assistance doesn’t have to be strictly monetary. That local gas bar in your hometown? Ask them to help out with your travel costs to training. Always buy your cleats at the same store? Ask them if they could help you out with a new pair for your upcoming tour.

In exchange for their support, offer them support for the next time they are hosting an event, fundraiser, etc. If you have extra team merchandise, offer to bring a signed piece of memorabilia to the business when you return.

FINANCIAL ASSISTANCE Traditional Methods

Fee Assistance Programs

These are three programs available to help with registration and equipment costs. Applications can be found on their websites.

https://www.kidsportcanada.ca/alberta/lethbridge-taber/

https://jumpstart.canadiantire.ca/

https://www.lethbridge.ca/Things-To-Do/Pages/ Recreation-and-Culture-Fee-Assistance-Program.aspx

FINANCIAL ASSISTANCE Traditional Methods

Podium Alberta Podium Alberta provides funding to Alberta’s high-performance athletes to help cover costs related to training, equipment and living expenses.

Applications and more information can be found on the Alberta Sport website.

https://www.alberta.ca/podium-alberta.aspx

FINANCIAL ASSISTANCE Non-Traditional Methods

Crowdfunding This is a unique way to ask for support from friends and family members. You have the opportunity to tell your story about why you are asking for support from them.

Quick Tips for Crowdfunding Don’t ask for financial support too early. Look at your long-term goals to help determine what you can fund and under what circumstances would you require support.

Specify why you are fundraising and breakdown how much money will be needed for flights, team kit, etc Do you have a compelling story? Include a personal write-up.

People will be more likely to support you if they hear your story.

When people donate to help you ensure you thank them for their support.

FINANCIAL ASSISTANCE Non-Traditional Methods

Bottle Drive Bottle Drives are a tested and true method of fundraising for teams and clubs. It allows you to meet face-to-face with people in the community. If you are doing this, be prepared to explain what you’re fundraising for and wear identifiable team gear!

FINANCIAL ASSISTANCE Non-Traditional Methods

Custom T-Shirts Going on an exciting tour?

A training camp?

Identification camp?

Is there a cause close to your heart?

Create custom t-shirts that your friends and family can purchase in support of you!

Remember to find a local printer to help make the shirts!

FINANCIAL ASSISTANCE Non-Traditional Methods

Host a Skills Session One of the best things about living in Southern Alberta is that it is a close-knit community.

Hometown heroes have a big impact on our communities.

Offer a skills session(s) by donation or as a team-building activity for businesses in exchange for a sponsorship. It is a fun way to for them to connect with local athletes, while forming connections with community members.

Ensure there is an individual with coaching certification at the event.

FINANCIAL ASSISTANCE Non-Traditional Methods

Rent-A-Team Fundraiser Create an online auction to help people with household duties!

Anything from cutting the lawn, helping with groceries, help build a shed, and more! What’s better than having strong athlete(s) help someone out around the house?

ADDITIONAL RESOURCES Access Sport - Your Personal Brand http://www.access-sport.com/athletes/performance-developm ent/personal-brand/ Expert Voice - Top 10 Things Every Athlete Should Be Doing on Social Media https://www.expertvoice.com/top-10-things-every-athlete-sho uld-be-doing-in-social-media/ Social Media Tips for Young Athletes http://acupoflee.com/2017/08/21/social-media-tips-young-athl etes/ 3 Proven Instragram Strategies for Athletes to Score https://www.evokad.com/instagram-for-athletes/