CAD 2022 A.D. Toolkit - 24

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24 COACH & A.D. | 2022 DIGITAL A.D. TOOLKIT
Steps to Build Your
Athletic Brand
By Charles Welde, Adjunct Professor
Oklahoma City Community College
oaches must actively engage with the
community & develop a social media plan
How important is brand awareness to
your athletic department? Take a look at the
response rate of your last fundraising initiative.
Think of your brand as the first thing that comes
to someone's mind when your organization is
mentioned. A succinct and well-constructed
brand is like a formal introduction. People will
know who you are and what you are about before
you even contact them to ask for a contribution.
The key to boosting your fundraising campaigns
is being able to get both non-participating
alumni as well as people who have no affiliation
with your organization to get involved. You are
competing with hundreds of worthy charities for
the same pool of money, so why not make your
brand your competitive edge?
Here are seven steps you must take in order to
build or improve your athletic department's brand:
1. Streamline Your Logo
Does the school emblem on the baseball hats
differ from the emblem on the volleyball uniforms?
Pick one and make it universal for all sports. Also,
many schools use multiple color schemes. Make
an effort to consolidate it down to one scheme.
The goal is to have your logo instantly recognized
by anyone who sees it. You want to make sure
the outstanding effort of your student-athletes is
being attributed back to your school and the hard
work of your staff.
2. Define Your Organization
Every coach has their core values but evaluates
whether they are consistent from sport to sport.
An athletic department with a mission statement
is not only defining its brand but is also helping
maintain professional consistency among the
coaching staffs. Even a one-sentence prime
directive can lend continuity to the organization.
If a phrase like " service style of leadership "
comes up in an interview with the football coach,
then again in a newspaper article about the
women's basketball coach, and again in a sound
bite from the athletic director, it resonates with
people. Your consistent message will begin to
define your organization and shape how people
think and talk about you.
3. Represent
Once you have streamlined and defined your
brand it is crucial that you understand that each of
your student-athletes will add to or detract from
your brand's value anytime they are representing
your organization. Unruly behavior can quickly
undo months of brand building.
Consider having two punishment scales
where, if a student-athlete is misbehaving as a
representative of the program, the punishment
is more severe. If athletes misbehave during a

CAD 2022 A.D. Toolkit

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