10-Minute Branding Refresher: How do you build your brand 10 minutes at a time? You start small, and you simply begin. An excellent way to convince yourself to get going is to plan your ending. You can even set a timer. Then, be sure to bask in the success of your huge accomplishment of actually beginning and also appreciate the amount of work that got done. Then, repeat the process tomorrow. And the next day. And so on. You will be amazed at your branding progress . . . 10 minutes at a time.
Would you invest 10 minutes of your time and a very modest amount of money to get your name (and BRAND!) publicized within your community in a very positive way for weeks (often months) at a time?
The answer seems obvious, but a surprisingly small number of businesses take advantage of the opportunity to sponsor a local athletic team – ranging from those of young kids to adult recreational groups. Typically, a quick call or e-mail to a league official would be all that’s required to agree to sponsor a particular sport.
What You Get (in Addition to Gratitude)
In return for your sponsorship, you can expect to receive some combination of the following forms of recognition:
- Your name on hats and/or jerseys (both of which tend to be worn for years after a particular season has ended).
- Your name on printed programs and/or schedules.
- Your name displayed in some manner within the athletic venue.
- Your name repeated every time the player mentions the team in conversation with others.
- Your name listed in any newspaper covering the sport (ex: Donny’s Hoagies plays West End Pizza tonight for the league championship!).
- Your name mentioned at any end-of-season banquets or perhaps reproduced on a trophy.
This word-of-mouth exposure can be especially effective within a local community and seems ideally suited to retail operations (though larger regional and national companies can still benefit). When you consider the high cost of advertising, an investment of this kind provides a good shelf life and return for each dollar spent . . . while associating your brand with community involvement in a very positive way.
When considering possible sponsorships, all forms of athletic teams are available – from little league baseball and mini-football to intramural/recreational softball, soccer, hockey, and basketball. You can even consider branching out further by supporting school plays, choral groups, etc.
While the exact amount of your investment will vary with your location, type of exposure provided, potential audience size, etc., you are very likely to find that the 10-minute branding activity needed to set up the sponsorship and the modest amount of money involved will produce results that compare quite favorably with other branding opportunities.