Branding, an activity that every business enterprise undertakes to build its reach, increase customer base, and grow profits. However, there’s one industry that is different in its branding activities and impact. It helps in creating a value and an association for your millions and billions of fans across the world. While most people might argue that it is the team’s performance that matters over the branding and marketing effort, it is not always true!
Branding in sports is just like branding for any other industry. It is an attempt to create an image, a story, and a positive association. As a sports team, you need to not just reach out to the fans who come to the stadium to watch you play, but also those thousands of fans who buy your merchandise, your sponsors, and clubs. Getting your fans to like and respect you will happen only if you brand right!
And while we talk of branding in sports, it includes everything from the team uniform, jersey, website, social media design, sponsors you associate with, team colors, logo, etc. In short, everything about your team is to be taken care of by the branding team.
It is important for brand your sports team efficiently because it is more than just a marketing gimmick! It is about building a story for your brand and forcing people into living the story too! To put it in other words, it is shaping and coding the DNA of your brand.
You’re not the only team playing the sport, so it’s important for your fans to know why you’re different, what sets you apart, your team’s story, and why they should support you! This is like telling them your USP and giving them a reason to have a strong association with your brand.
Brands have it tough during the testing times like the times your team doesn’t perform well or fails to deliver. Every match is an opportunity for your team to find new fans, feel connected, and have a strong emotional association with your team. Having a positive team identity, will not just be a great connecting factor for your team, but also a much-needed motivation for your players.
As people constantly see your brand constantly, they will start forming positive associations with it. That will be helpful in winning new fans, signing up new sponsors, and of course, the most important part, getting star players on-board.
Your branding effort should aim at shaping the way your fans perceive your brand. Everything from the tone to the color to the social media posts carry a message. It will be the guiding principle behind all the activities of your team members, stakeholders, sponsors, etc.
Your brand logo is your team’s identity. That’s the reason teams are constantly updating their logo and messaging to suit the season. Speaking to your team in a voice that everyone recognizes is crucial as it helps your fans form a strong association with your brand.
Have a strong presence on all social media channels as it’s the only way you can effectively reach out to all your fans. Also, make sure you invest in social listening and give a uniform message on all the channels.
Yes, grow your brand as your team grows! It helps when you go with the flow and let the team’s performance, season, sponsors, and other factors shape your brand’s communication.
With these points in mind and a right creative partner like iMediabay by your side, your sports team is sure to score not just on the field, but off it too!