Lesson 5: Creating Your Personal Brand Statement

Athlete Media Academy
Module 2: Social Media & Personal Branding
Section 1 – Lesson 5: Creating Your Personal Brand Statement

Lesson Overview

A personal brand statement is a concise, compelling summary of who an athlete is, what they stand for, and the impact they want to have. It serves as the foundation for media interactions, sponsorships, and overall public image. In this lesson, athletes will learn how to craft a strong brand statement that reflects their values, strengths, and goals.

Learning Objectives

By the end of this lesson, athletes will be able to:
✅ Understand the purpose and importance of a personal brand statement.
✅ Identify key components that make an effective brand statement.
✅ Draft a strong, authentic personal brand statement.
✅ Apply their brand statement across interviews, social media, and sponsorships.

Section 1: The Purpose of a Personal Brand Statement

A personal brand statement is not just a tagline—it is a reflection of an athlete’s identity and aspirations. It helps shape how they are perceived by fans, media, and sponsors.
✔️ Defining Your Identity: A personal brand statement summarizes what makes an athlete unique.
✔️ Building Credibility: Sponsors and media value athletes with a clear and consistent message.
✔️ Creating Opportunities: A well-crafted brand statement positions athletes for partnerships, endorsements, and leadership roles.

🔹 Discussion: Think of an athlete with a strong personal brand statement. How does their messaging reflect their values and career goals?

Section 2: Key Elements of an Effective Brand Statement

An effective brand statement is clear, compelling, and easy to remember. It should:
✔️ Be Concise: Keep it to one or two sentences that clearly define your identity and purpose.
✔️ Highlight Core Strengths: Showcase what makes you unique as an athlete and a person.
✔️ Define Your Mission: Express what you stand for and how you want to impact your audience.
✔️ Be Authentic: Ensure the statement aligns with your real personality, values, and goals.

🔹 Activity: Review examples of strong and weak personal brand statements. What makes some more effective than others?

Section 3: Crafting Your Personal Brand Statement

Now, athletes will create their own personal brand statement using a guided structure.
✔️ Step 1: Identify Your Core Strengths & Values – What are your defining qualities?
✔️ Step 2: Define Your Mission – What impact do you want to have?
✔️ Step 3: Connect with Your Audience – Who are you speaking to (fans, media, sponsors, etc.)?
✔️ Step 4: Write Your Statement – Combine these elements into a concise, powerful statement.

Example Formula:
“I am [Your Name], a [Sport/Position] known for [Key Strength]. I strive to [Mission/Impact] while [How You Engage with Fans, Media, or Sponsors].”

🔹 Exercise: Athletes draft their personal brand statements and receive peer feedback for refinement.

Final Takeaways & Next Steps

✔️ Final Activity: Athletes finalize their personal brand statement and outline where they will use it (social media bios, interviews, sponsorship pitches).
✔️ Key Takeaway: A strong personal brand statement helps athletes control their narrative and enhance career opportunities.

✅ Next Steps:

• Refine and finalize your personal brand statement.
• Identify three ways to integrate your statement into your online and offline presence.