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The Coaches’ Game Plan for Personal Branding

This article was originally written for Hoop Group. You can read the post HERE. Hoop Group is the worldwide leader in basketball instruction. Hoop Group has offered premier basketball camps since the summer of 1963. Having touched the lives of over 1 million young men and women since Hoop Group has evolved into much more than just summer basketball camps. Learn about the 4 divisions and what Hoop Group does by visiting their website at http://hoopgroup.com/.  You can also learn more by following @DaveKrupinski on Twitter  

The slightly altered version….

University athletic programs are increasingly placing pressure on coaches to better understand social media and use any variety of networks to interact with and monitor athletes, converse with students, be available to supporters and identify prospective donors. Coaches are in a unique position to either excel in the sport of social media or walk off the platforms scoreless. Coaches have undoubtedly reached the moment when it is crucial to not only understand how to use these social tools, but also how to use them with purpose and in a positive way. If coaches take an authoritative approach over their accounts, they can very well work to build a positive brand image, not only for themselves, but for their team, sport and school.  Here are a five key steps coaches can take to to build their brand and use social media more effectively.

1. Create Your Identity

Before your fingers touch the keyboard, you’ll need to develop your brand identity. Creating your brand identity starts with discovering your core values.  What are you passionate about in life? What motivates you? Why are you coaching basketball instead of soccer, softball instead of volleyball? What makes you special?  Why is your coaching style unique? These are all questions that you can ask yourself to drive down to the core of your being and determine what you value.

This is an exercise that will take a few hours, but it is well worth your time to discover three to five of your most prominent values. With each core value, it is essential you also write a core value statement. A few corporate examples:

Education

We can generate greater appreciation and loyalty from all of our stakeholders by educating them about natural and organic foods, health, nutrition and the environment.

Integrity

We demonstrate integrity every day by practicing the highest ethical standards and by ensuring that actions follow our words.

Collaboration and Partnering

Providing opportunities to meet, communicate, collaborate, and partner within the information industry and the business community.

2. Craft Your Brand Message

Using your core values and statements, draft what is your vision. Incorporate your core values, but also give some thought to what your audience wants to hear from you. What are their core concerns? This will set the tone of your brand communications and define your purpose for using online tools.  Why should people follow you? Why should they engage with your posts, read your content or share with their circles of friends?  What information are they expecting from you? Keep this in mind as you draft your brand message. It’s not only about what you want to tell them. It is more about what your audience wants to hear from you. Maybe you know your fans love behind-the-scenes photos. Perhaps they go crazy for post-game analysis. They might want to know what it’s like in the day of a coach. Fans could be looking to you for inspiration.

Even the biggest brands have gone through these first two exercises. The best brands incorporate their values into their brand message and communicate that through various channels, particularly social media.  Another way to think of these first two steps is to imagine that you are building your house of communication. Your core values are the strong, solid foundation and your vision and brand message serve as the framework for your communications. Without these, there is no house. Step into the world of social media without these game plans, and you are planning to fail.

3. Choose The Right Channels

One easy mistake to make is to have the desire to be all things to all people and exist everywhere. We tend to want to gain as much exposure as possible, and find we’re signing up for every social network ever built. But in order to hone your skills, it is better to narrow your focus.  Just think in terms of sports.  If you coached football, water polo, lacrosse and tennis how good of a coach would you be at any of those sports?  If you cut out the others and focus only on football, how much greater of a coach would you be? You would see your skills refined and improved.

But the question remains, how do you choose the right channel?  We have to think about your audience again. Where do they “live?”  If the majority of your fans, friends, community members, etc., use Facebook, then by all means, zone in on Facebook and utilize the features to your advantage. If you enjoy using Twitter to share news, gain a following and Twitter turns out to be a great method for telling your story, then go nuts on Twitter. Choosing the right channel is a blend of where you know your audience will receive your communications and what channels best promote your brand message.  You may have to test a bit and find what works and where your audience engages with you the most. Rest assured, you will find what works best for you. In order to better understand how each network functions, gain the help of the person who manages social media for your athletic department. They will be delighted to help you. If one of your athletes is a social superstar, ask for their help. They would love the chance to give their coach a few pointers! And what a great conversation to start with your players! (That’s an entirely different blog post!)

4. Be consistent

You’ve taken the steps to create your brand identity, to craft your brand message and choose the right channel to communicate, now you have to keep at it and build your brand.  One simple tip to brand yourself across your chosen channels is to use similar images for your profile or background photos so that fans will know they’ve landed on your page.  Use images that well represent your team or even pictures which promote your schedule. Put some thought into the photos. Don’t underestimate the power of a great photo. It’s valuable real estate for promoting your brand and lends a lasting image.

Just as a business would, you should plan ahead and create a content plan. You might not need to get super specific, but some outlines of what you might consider posting on a weekly or monthly basis can come in handy. This will help you with consistency. Luckily, you have a practice, game and tournament schedule that can guide you in what information to post. Check out a few professional teams like the Boston Celtics, The LA Kings or the Chicago Cubs. Seattle Seahawks Head Coach, Pete Carroll does a great job on Twitter. Mimic what is working for the pros. The more consistent you are, the more you will see your following grow. They will learn they can depend on you for either specific bits of news and information, or expect dedicated times when you are online and available for conversation.  Coaches may want to consider a weekly window of time to be present online and allow the community to chat with you about an upcoming game. This type of chat can be neatly executed on most social channels. So again, find the one where your audience is present. You might also do something like welcome game-day quotes that you’ll retweet or posts of photos of fans in school-spirited gear on your Facebook Page.  There are lots of opportunities to create regular and consistent conversations and sharing of great content.

5. Be Valuable

Not only should you create content of value, but you should work to be valuable.  A few questions to ask yourself: Are you promoting your sport? Your team? Your school?  Your league or division? Are you cross-promoting the other sports at your school? Giving accolades to your players or to other athletes at your school who excel? Are you sharing content that is a positive reflection on your personal brand? Are you sharing information your audience wants to receive?  Do you really look at who your fans and followers are? Any prospective donors in the mix? Can you name the team’s biggest fan?

If coaches take the time and make the effort to promote their brand, they will grow to serve as valuable assets to the team, the athletic department and to the school. Coaches with strong personal brands can positively affect recruitment, player performance and professional development, community support, ticket sales, donor relations and public image. When your contributions off the field are just as significant as your work with your athletes, you bring added value to your team and to the athletics program. You can serve as a social media example to your players and, in turn, help them improve their communication skills.

Far too many coaches have written off social media as something that exists only to get their players in trouble or as some silly thing kids use to broadcast which sandwich they chose for lunch.  In reality, social media serve as incredibly powerful communication tools which, when approached professionally, purposefully and positively, can set you up for the winning goal.

Beaming Bohemian, unconventionally brilliant communication, was founded to infuse communications with positivity and purpose and to empower you to build meaningful, personable brands which connect and inspire people. If you are a coach in need of more guidance, we’d like to help you. We can consult with you privately to get you active on the social networks which best fit your goals, or we can bring the Coaching the Coaches program to your campus and allow all the coaches on your teams benefit from personal branding and social media education. Contact us! 

Tags: coaches, coaching, Coaching the Coaches, high school athletics, how-to, personal branding, social media, Sports, university athletics