| Let's face it. An athlete's stock price plummets | | | | outstanding job of maintaining his community |
| sharply once his playing days are over. It's | | | | presence, which has been phenomenal in keeping |
| amazing how an athlete can go from prime time | | | | him relevant. As a result, his brand continues to |
| coverage to barely noticeable, but that's just how | | | | hold its value even while in retirement. |
| the cookie crumbles. However, it doesn't have to | | | | The most important concept to remember is that |
| be this way. The fact is that many athletes don't | | | | a strong and memorable brand identity coupled |
| realize the value of their brand identity, and once | | | | with maintaining relevance is the formula for how |
| retirement hits the corner, they fail to realize how | | | | athletes can continue a successful career off the |
| to nurture the brand that they worked so | | | | field. So, in addition to starting a non-profit |
| tirelessly to build. Instead of staying relevant and | | | | organization, it is also important to get involved |
| continuing their brand story, they just seem to fall | | | | with other non-profit organizations and even those |
| off the radar. Not to mention that many athletes | | | | of other athletes. Maintain relevance in the |
| tend to kill their own brand by not having PR | | | | community through community outreach efforts. |
| representation or by being tossed like a rag doll | | | | Continue to command media coverage via |
| by the media. | | | | appearances and events and securing media |
| So what's in a brand? It's all about perception. It's | | | | placement for all of your activities. Speaking of |
| about the story that is crafted in the public eye. | | | | media, don't let the media craft your image, but |
| It's all about the attributes that the brand has | | | | instead craft your own. Media training is important |
| been able to associate itself with. It's about image, | | | | and so is reputation management and crisis |
| having a brand personality, and maintaining top of | | | | management. A proficient athlete publicist will be |
| the mind awareness for the brand's target | | | | able to shape how the media portrays the athlete. |
| audience. | | | | Professionally speaking, secure speaking |
| Simply put, for athletes a brand identity is the | | | | engagements as well as business deals and |
| personality that the athlete's brand has carefully | | | | partnership opportunities. As an athlete, you have |
| crafted in the public's eye. When you think of | | | | a story to tell that could be very motivational for |
| Alonzo Mourning, you think of his philanthropic | | | | others, so tell it. In the end, there's no one way |
| work through his Alonzo Mourning Charities and | | | | to crafting an athlete's brand identity, but it's the |
| other charitable work. As part of his successful | | | | sum of those activities that improves your |
| brand identity, Alonzo Mourning has done an | | | | brand's value. |