Building Athlete Brands and Careers - A Phase-by-Phase Approach (Phase 1, 2)
I was recently asked a great question by one of our new team members: “Once a client is signed, what happens next?”
There are 5 phases that an athlete will go through with CG Sports. Below is a high level look at Phase 1 and Phase 2.
Phase 1: Discovery & Story Crafting (Intake & Brand Camp)
This foundational phase is all about understanding the athlete and defining their authentic brand.
Initial Intake & Consultation: Our team begins by getting to know the athlete beyond their sport. This involves in-depth discussions to uncover their personal values, passions, interests outside of their athletic career, struggles, triumphs, and overall journey. The goal is to identify what makes them unique and compelling as an individual.
Brand Workshops & Coaching Sessions: Through structured workshops and one-on-one coaching, we guide the athlete in articulating their "why" and developing a powerful personal narrative. This process helps the athlete identify core themes and messages they want to convey.
Identifying Unique Selling Propositions (USPs): We then work with the athlete to pinpoint what sets them apart from others, both within and outside their sport. This could be their specific personality traits, an inspiring backstory, a unique skill set, or a particular cause they champion.
Crafting the "Story": The culmination of this phase is the creation of a concise, impactful, and authentic narrative that encapsulates the athlete's identity, values, and aspirations. This story becomes the foundation for all future branding and marketing efforts.
Initial Visual Identity & Asset Creation: Depending on the "Brand Camp" package, this phase might also include the creation of a basic personal logo and the groundwork for a professional website, ensuring visual consistency with their newly defined story.
Phase 2: Brand Development & Digital Presence
Once the story is crafted, we begin building the athlete's public-facing brand and digital footprint.
Website & Digital Platform Development: Building upon Phase 1, our team assists in creating a professional website and establishing a strong presence on relevant social media platforms. This includes ensuring consistent messaging, visual elements, and tone of voice across all channels.
Content Strategy & Creation: We help the athlete develop a content strategy that aligns with their brand story. This involves identifying topics, formats (e.g., blog posts, videos, social media updates), and a publishing schedule to engage their audience.
Media Kit Development: A professional media kit is created, serving as a comprehensive overview of the athlete's brand, achievements, key statistics, and unique value proposition for potential partners and media outlets.
Public Relations & Media Training (as needed): Depending on the athlete we may offer guidance on managing public image, crafting compelling pitches for media, and preparing for interviews to ensure the athlete's story is effectively communicated.
Stay tuned for Phase 3 which is all about sponsors and partnerships!
