Understanding the Value of Your Personal Brand
Most business discussions revolve around corporate brands and large entities. Recent NBA news made me think about the importance of personal branding for individuals who are businesses such as musicians or athletes.
“Branding is about perception. And perception shapes reality.“
The importance of personal branding has recently been highlighted by NBA superstar and budding face of the league Ja Morant. Morant is being investigated by the NBA and police in a string of incidents that culminated with him flashing a gun on Instagram live over the weekend and a subsequent indefinite suspension.
Athletes are in a precarious situation in that it’s impossible to separate their on court performances from their off-court activities. Unlike musicians drama, conflict and beef does not help an athletes’ brand. Majority of athletes can handle the pressure but what happens when the balance shifts? And off court incidents and personality flaws start to negatively impact a personal brand which is inextricably tied to determining endorsement opportunities, career trajectory and overall success.
Michael Jordan, arguably the greatest sports endorsee in history is an example of whats possible when you understand the value of your image. Jordan is famous for wearing suits to the games and shunning hip-hop during his career. He and his team controlled and crafted his image to the point that in 2020 we discovered how much of an ‘a**hole” he was to teammates, management and the competition.
Imagine in our social media driven, 24-hour news cycle how much damage some of his incidents could have had to his brand.
Tiger Woods was on a similar trajectory to Michael Jordan but a cheating scandal, DUI and injuries have destroyed his brand image, credibility and likability. He is still a draw but serves as an example of what’s possible when you don’t protect your brand.
Corporate leaders, athletes, musicians and even interns behaviors will be constantly dissected. With great power comes great responsibility. It’s presentation, how you walk, the way you talk, how you carry yourself, your attitude, the way you interact, the way you treat people, how you behave, along with how well you do the job. And with so much riding on one person it is a collective responsibility to protect said person; even from themselves.
“To be successful in business you have to be about the business of you.”
I would advise any athlete present or future to view themselves as a business and move accordingly. Dave Chappelle has a memorable skit called “When Keeping It Real Goes Wrong.” About the danger of trying to remain authentic by living up to negative cliches that impede your growth- an apropos warning.
Focusing on handling your business is not selling out, it’s buying in. The greatest investment one can make is in one’s self. Doing the right thing is the price and it’s a small price to pay for an opportunity to change generations of lives of the people that are around you. And there is nothing realer then that.
or at least there shouldn’t be….
