Brand development expert Vickie Saunders, CEO of The Athlete Brand Builder, shares insights on getting started with leveraging name, image, and likeness.
Hi, I’m Vickie, and after more than a decade working with athletes around the world, there’s one thing I wish every student-athlete truly believed: your story matters: and it’s the foundation of your NIL journey.
You might think you need a big following or major achievements to build your brand. You don’t. What you need is clarity about who you are and the confidence to share that.
Let’s talk about what your personal brand actually is, and how it becomes your greatest NIL advantage.
What Is a Personal Brand, Anyway?
Your personal brand is what people know, think, and feel about you. It’s not just your sport. It’s your personality, your values, your background, and your voice.
It’s:
- What you stand for
- How you carry yourself
- What you share with the world
- How you treat people
And here’s the secret: you already have a personal brand. The key is learning to shape it and share it intentionally, so the right people and opportunities can find you.
Your Story Is the Starting Point
Every NIL opportunity begins with someone getting to know who you are, not just what you do.
One of the athletes I worked with didn’t think she had anything special to offer. But after sharing her journey as a first-generation college student balancing school, sport, and two part-time jobs, she landed a NIL deal with a career readiness platform. They weren’t looking for a star, they were looking for someone real.
You don’t need to change who you are. You just need to own it.
How to Start Building Your Personal Brand
You don’t need to have it all figured out. Just start here:
1. Know What You Value
Think about what matters most to you. It could be:
- Family
- Faith
- Mental health
- Education
- Leadership
- Creativity
- Social justice
These values help guide what you say “yes” to, and what NIL opportunities will truly fit you.
2. Define What Makes You “You”
Ask yourself:
- What are three words people would use to describe me?
- What am I proud of (on and off the field)?
- What do I want to be known for?
3. Share a Little More
Start letting your personality and story show up in what you post, how you speak, and how you interact. You don’t need to overshare, just let people in, little by little.
An athlete once told me, “When I finally shared why I started playing football to honour my brother, that’s when people really connected with me.” That connection is what sponsors are looking for.
Your Brand Isn’t for Everyone, and That’s Okay
Some people won’t get it. But the ones who do? They’re the ones who matter. Your brand isn’t about pleasing everyone. It’s about attracting the right opportunities that align with who you are.
NIL isn’t about being popular. It’s about being authentic and intentional.
Takeaway Actions You Can Start Today
- Write down your top 3 values and think about how they show up in your life.
- Create a short story (just for you to start!) about why you believe those values matter and build from there
You don’t need a big brand to get started. You just need to start with what you already have: your story, your values, and your voice. That’s your superpower.
Vickie Saunders is CEO of The Athlete Brand Builder, empowering athletes to build and monetize their brand.
