This page contains a Flash digital edition of a book.
Media Training Building Your Brand Not so long after I came


on board with USA Shoot- ing did this young, aspiring athlete come into my offi ce wanting to know the secret to making a name for her- self. Like many, she had a clear vision of where she wanted to be, but lacked the knowledge of just how to get there. Furthermore, there was an immediacy in


desire this is where 2012 Olympian Amanda Furrer stands: Instagram Follow- ers: +7,000. Twitter Follow- ers: 10,600. Facebook Fans : +4K, and now starring in a commercial for GLOCK. The realization that build-


ing her brand is the culmi- nation of a lot of factors, not the least of which is a daily commitment to rela-


ing. Focus on training and performing well fi rst and foremost.


2. Show people a be- hind the scenes look at your life. Training, competition, work- outs, social life, etc. People develop an interest in you if they can relate to you and/or see things


plaints and sorrows all day. As an athlete, you are a form of motivation to others, and being positive increases that mo- tivation and makes people enjoy hearing what you have to say. It’s okay to discuss struggles and let downs, but maintain a positive vibe.


4. Stay true to you. Don’t try to be who you


Amnda Furrer in the latest Eley marketing campaign


Photo courtesy of Eley


think people want you to be. Be genu- ine and your brand will form around your unique character.


her tone about wanting it all now.


So, I imparted these sim-


ple words of wisdom on her, a phrase borrowed from the great baseball movie Field of Dreams that’s a part of ev- ery brand message I give. “If you build it, they will come.” Simple, practical and oh so true.


Three years later using


parts of that discussion, along with much more her own talent, hard work and


tionships, has helped her achieve great things in a short amount of time. For her, she’s tried to follow these fi ve simple, but effec- tive rules.


1. Remember what your priority is and the reason why you’re even looking to brand yourself. The more success you have in sport, the easier it is to develop a follow-


46 USA Shooting News | May 2015


they don’t normally get to see. Let people into your world. Inter- act with them. When you interact with fans and followers, they feel included in your journey and will be more likely to con- tinue to support you and spread the word about your brand.


3. Be positive! Nobody wants to hear and read about com-


5. Have patience. “I used to want every- thing right away, and looking back I now realize that I wasn’t ready at the time. “Trust the process and things will come to you at the right time.


One of my favorite new


resources for helping guide athlete interaction related to this idea of personal brand- ing is a book titled Impres- sions by Dr. Coyte Cooper, graduate coordinator in Sport Administration at the University of North Carolina. If I could, I would make it


By Kevin Neuendorf Director of Media and Public Relations


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