Guest Post – Michelle Salater, Sūmèr, LLC
With the 2012 Summer Olympics underway, I decided it’s a good time to see what we could learn about branding from the world’s best athletes. Here’s a look at what the fastest, strongest, and most coordinated people on earth can teach small-business owners trying to promote their brands.
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Usain Bolt, Jamaican Sprinter: Leverage the Power of Your Name
Call it serendipity that the world’s fastest man shares a name with a streak of lightning, which moves at—well, the speed of light. Luckily, you have the power to choose the names of your products, services, and events, not to mention your business.
Bolt’s sponsors (including Puma) have taken his name and (pardon the pun) run with it to create compelling, engaging ads and marketing materials.
Brand yourself: Devote serious time to creating names, and you’ll find that marketing materials are easier to compose.
Michael Phelps, American Swimmer: Recover from a Blunder Gracefully
Let’s review the history of Michael Phelps’ public image: he was a boy wonder at the 2004 Olympics, then got a DUI later that year. He redeemed himself in 2008, winning eight gold medals, then lost his Kellogg sponsorships after being photographed taking a bong hit.
Now he’s back in the spotlight, a favorite once again for medaling in the pool. News outlets are generally giving him positive press; he was featured in NBC’s list of Olympians to watch this year.
Brand yourself: Do damage control as soon as possible when you make a mistake. Apologize when necessary, get back on track doing excellent work, and your clients will likely forget about the slip-up in time.
Tom Daley, British Diver: Make a Splash
In addition to the literal splashes Daley makes in the pool, he’s attracted attention for his youth. In 2009, when he was just 15, he won the FINA World Championships in diving, and this summer will mark his second appearance in the Olympic Games.
Brand yourself: Don’t be intimidated by older, more established businesses. Instead, consider using your newcomer status as an advantage: you aren’t bogged down by old-fashioned ideas or outdated strategies. Show your clients how valuable that is by doing unparalleled work.
Michelle Salater is the CEO of Sūmèr, LLC, a full-service content marketing firm that helps high-end entrepreneurs and small business owners capitalize on their vision to achieve online exposure, increase sales, and generate a higher return on investment.