Branding is about establishing an image that impacts how others view and think of you. As a sports team, your branding is more about the fans, sponsors, club members and their personalities and performance. It’s important for people to view your team in a certain way so they cheer for you and support you in the good seasons and the bad and most importantly respect you and be proud to be a part of the journey. Though branding isn’t just one single thing you do, there are certain steps you take to achieve success. Have you ever wondered how teams successfully brand themselves?
3 Ways Teams Achieve Successful Team Branding.
1. Creating the Right Logo
Every sports team has a logo and that logo should represent what the team stands for. The logo is a way for a team to identify themselves and standout against the rest. The visual aspect of the logo is so important because humans are wired to identify images and use them to derive meaning. When people think of your sport you want the logo to be the first image that pops into their heads. If consumers see your logo all over they are more likely to remember it, especially over your competition.
Thanks to the internet and social media, multiple platforms and devices will give your logo a bunch of exposure. You want the logo to flow nicely with color of the uniforms and have a nice shape. It has to be something that people want to wear and show off. Along with creating the right logo you want to have a message that associates with that logo that creates a lasting impression. Like for example with the Milwaukee Bucks they have Own The Future. Creating these things will help teams find their identity and increases fan loyalty. For more examples on why it’s important check out this website.
2. Getting Sponsorships
Getting the right sponsorship for your team is very important. A brand can leverage marketing benefits from a sports team, athlete or event. Sponsorships offer exposure to an enormous number of consumers. Sports already is exciting to consumers, so if you add the excitement by paring up with the athlete, team or event to put the brand and mission in the heart of the exciting conversation. With paring up with a sponsor it will increase product and service sales. Sales directly drive by sports teams, stadiums, sports events and athletes. This is from giving the brand the benefit of having a concession stand in the stadium, a booth at an event, or using athletes to promote a product.
With partnering with an athlete especially can generate marketing buzz. Field marketing teams like the ability to use athletes on a local level. For example, they could use an athlete to promote a new store opening. Word of mouth marketing is huge among athletes and then if people see it across their social media page they want to be a part of what their favorite athletes support. For more reasons on why to use sports sponsorships view this link.
3. Get the Right Athletes to Build the Team Around
It’s important for every team that wants to be successful for a long time to invest in the players with the proper education, resources and opportunities. That way they are able to use the latest and most advanced athlete branding and marketing practices. The more a player can strategically keep fans engaged and excited with his or her athlete brand at scale, the more likely fans will look at the players posts and team- related content. The more fans that pay attention the more a team with benefit with better ratings and higher ticket and merchandise sales.
For the Milwaukee Bucks that player for them is definitely Giannis Antetokounmpo. He has helped turn that program around and help put them on the map while also helping them achieve their goals. For more ways on how a team can invest in an athlete view this link.
I just listed a few ways but there are so many more things that go into branding a sports team and this link also shines some light on what the Milwaukee Bucks did with their rebranding process.