Before basketball, when I was playing football and baseball, my favorite athlete was Deion Sanders. I heard Deion being interviewed by Tony González recently, and Deion made a great point about branding.
(Paraphrasing) “The brand doesn’t matter if you don’t have any performance behind it.”
Deion explained that his “Prime Time” persona / brand was always fueled by the fact that he took care of his business: performing on the football field every week.
People ask me about branding all the time.
A lot of people want to be popular and “known” and have the vanity metrics next to their name that feed their ego.
A basketball player recently asked me if posting YouTube videos to “build [his] brand” could help him get signed to play professional basketball. I think that player really believed that this was what he needed to do to become a pro (it’s not).
Remember the following:
1) You don’t need to have a brand in order to have a business.
Business = performing and producing results. A brand is what the general public (most of whom are not served by your business) thinks about you.
Which matters more to you?Business = performing and producing results. A brand is what the general public (most of whom are not served by your business) thinks about you. Which matters more to you? Click To Tweet
2) When you’re thorough enough in your business, your brand will grow organically from there.
Don’t divert resources that would have gone to your business into your brand. Good business can do for a brand what a brand cannot do for a business.Don’t divert resources that would have gone to your business into your brand. Good business can do for a brand what a brand cannot do for a business. Click To Tweet
You don’t need to try to build a brand when you’re doing good business. The results that your business produces IS your brand.
Your business: the engine in the car
Your brand: the paint job on the carYour business: the engine in the carYour brand: the paint job on the car Click To Tweet
Too many folks are putting pretty paint jobs on their cars without first tuning up the engine. The vehicle is beautiful, no doubt, but it’s never left your garage.
When your engine performs well enough and consistently enough, someone will give you a point job for free. You won’t even have to ask for it.
It’s not always fun. It’s surely not as sexy. But it lasts longer — and it pays better.
Your choice, though.
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Make sure to take the following MasterClasses related to this very topic —
#829: How To Make Your Name or Brand Stand Out, Guaranteed
#284: Mastering The Athlete-To-Business Transition
#55: What Kind Of Job Or Business You Should Have
#1420: How To Handle The Business & Financial Ramifications Of The Current Pandemic
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