How to stand out to brands
This article was inspired by Jonquel Jones, who is the 2021 WNBA MVP. She currently plays for the Connecticut Sun of the WNBA and in the offseason in Russia for UMMC Ekaterinburg.
Jones won the 2021 WNBA MVP award after receiving 48 of the 49 first-place votes from a national panel of sportswriters and broadcasters. However, despite being named the MOST VALUABLE PLAYER, she expressed the struggles she has had receiving endorsement and sponsorship deals.
There are brands out there who don’t have the right vision for athletes, but no one seems to be sitting down with these athletes to educate them on how this process can work to their benefit. Brands also need to be educated that followers does not equate to conversion and impact.
The below are a few ways to go about recognizing not only your value, but what differentiates you from the pack. Athletes are humans first and their lives off the court is what can really make them the most marketable even with their amazing performances on the court.
Get clear on your core values. What is most important to you? Only work with companies who align with you. If you are reaching out to brands or they are reaching out to you, you want to make sure your values and their values align. If they don’t align then you will not only be diluting your brand by working with that company but both sides will be extremely unhappy.
Recognize what makes you truly unique from others. Are you from another country, do you like science, are you a cat lover? The intangibles off the court are extremely important because that can point you in a whole other direction. Perhaps there are brands out there who never knew you love to swim and are a certified scuba diver.
Understand who you are trying to resonate with and where they hang out. In this day and age your social media, interviews with media, and your social life are important to showcase who you really are. The size of your following is less important than the engagement your posts get on social. You are always telling a story about your life. This can be a positive or a negative thing depending on how you embrace it. However, if you are clear on the first two bullet points then speaking about your uniqueness will be easy. You don’t have to be on every social media platform, but picking one or two that really encompass how you like to present yourself is key. If you don’t like being on camera then perhaps Twitter and LinkedIn are your best options. If short videos are your jam then Instagram and TikTok will be your sweet spot. Also keep in mind where your ideal clients or target market hangout because those are your people and they will support you.
Let’s do this exercise for Jonquel based on a bit of social media research I did on her.
She identifies as a Black lesbian woman
Proud Bahamian/Bosnian
Dog Mom 🤗 🐕 🐩
She also seems to like traveling
She is proud of her impressive accolades on the court
She feels better understood overseas than in the US
Doesn’t feel like she is the most popular in the traditional sense of the word
Feels like she can’t openly speak about being a Black lesbian woman
I see a lot of great uniqueness here that could be brought out by partnering with the right brands. The first thing I see is the fact that she is Bahamian which means she understands that island life. However, she currently plays in both Russia and Connecticut which have HARSH winters.
Marketing campaign: “X brand keeps me living that island life even when it’s 32 below.”
“My skin is used to the sun and beaches of my native Bahamas so when I am playing overseas I use XX moisturizer to keep my skin winning just like I do on the court.”
Next up is her love for her doggos. With all the traveling she does, I bet it is tough to leave those little puppies behind. That’s why any good dog parent makes sure to lather them with love and attention when they get home.
Marketing campaign: “When it comes to Rylo & Kiba, there is no such thing as spoiling them too much. That’s why I make sure to Uber Eats them pet toys and treats even when I am on the road.”
“Chewy.com helps me take care of my babies every day, they even deliver directly to my front door. I don’t know what I would do without them.”
Next she travels a lot for work, but seems to also travel for fun. Traveling comes with a lot of fun, but there are pitfalls to traveling a lot as well.
Marketing campaign: “I travel a lot and when I am on the road or in the air I always bring my XX luggage with me.”
“When I am traveling jet lag can be a real problem, that’s why I take XX gummies/medicine to help me wakeup refreshed after a long trip.”
These are only some of the many ideas that could help her identify and secure brands that fit with her core values and recognize her uniqueness.
Types of companies that could sponsor her: travel apps, pet apps/accessories, luggage brands & accessories, brands with outspoken LGBTIQA+ focus, staying in the island life while in CT, brands with Bahamian owners etc.
Women already have it hard enough in the professional sports world and finding sponsors and brands shouldn’t be part of the difficulty. For the month of February I am giving away 3 strategy sessions with me to help Black men & women strategize their brands and businesses.
All other strategy sessions will be $100 for anyone in the sports and entertainment industry. To find out more about these sessions head over to https://www.yourpotentialforeverything.com/booknow.