From NIL Deals to Post-Graduate Jobs: The Power of Personal Branding

Why Personal Branding Matters for Student-Athletes

Personal branding has gone from buzzword to near cliche. I get that it’s easy to just roll your eyes at yet another post, article - or in this case a newsletter about it. But don’t.

Personal branding is a must-have skill for student-athletes. Personal branding can be a powerful tool to boost NIL opportunities while setting the stage for long-term career success.

Before you move on, take a minute to read ahead and I think you’ll find a different perspective that student-athletes can put into action.

Career Aspiration Drives Personal Branding

Ambition is a big driver of personal branding. This is particularly relevant for student-athletes who aspire to maximize their NIL earnings or transition to their career. Those with clear, ambitious career goals are more likely to engage in proactive branding efforts, such as:

  • Developing a unique narrative that sets them apart

  • Showcasing their skills, values, and personal story on social media

  • Engaging with their audience through consistent, strategic content

According to the NIL Research Poll, 68% of student-athletes who actively share their athletic achievements and community involvement on social media report increased interest from local businesses. Want to attract a local business? Highlight your work ethic, community work, and athletic achievements in a social media series. By aligning their content with specific career aspirations, they build a brand that resonates with potential sponsors and fans.

Marketability Equals Employability

Experts in human resources and hiring emphasize that personal branding impacts employability. In other words, the stronger the personal brand, the more marketable a student-athlete appears to potential NIL partners.

When a student-athlete positions themselves as a compelling brand with a distinct story, they signal to businesses that they can effectively promote products or services. The more marketable you seem, the better your chances of landing NIL deals.

Data from the NIL Research Poll shows that 73% of student-athletes believe their marketability increased after aligning their brand with community-driven initiatives.

Practical steps to enhance perceived marketability include:

  • Regularly updating social media profiles to reflect current achievements

  • Highlighting specific NIL partnerships and their outcomes

  • Creating a LinkedIn profile that showcases both athletic and other accomplishments

Technology as a Personal Branding Tool

Technology is a powerful tool for personal branding. Social media and other digital content are key vehicles for student-athletes to communicate their brand to a broader audience.

In the NIL Research Poll, 82% of student-athletes stated that social media engagement significantly increased their perceived marketability. Use Instagram, TikTok, and LinkedIn to:

  • Share behind-the-scenes training content

  • Post sponsored content

  • Showcase community involvement or philanthropy efforts

Tracking your branding efforts can lead to better results. Student-athletes can adopt this data-driven approach by tracking metrics such as follower growth, engagement rates, and reach to evaluate the effectiveness of their branding efforts.

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Differentiation as a Competitive Advantage

Standing out is key to personal branding. In a crowded NIL landscape, student-athletes must identify what makes them unique and leverage it to stand out to brands and sponsors.

According to recent NIL data, 64% of brands say they are more likely to partner with student-athletes who differentiate themselves through compelling personal narratives. This differentiation can be based on:

  • Athletic accomplishments

  • Academic success

  • Personal interests

A student-athlete passionate about mental health could partner with wellness brands, sharing tips and resources. This alignment creates a compelling narrative that differentiates them from other athletes.

Long-Term Impact Beyond NIL

Personal branding isn’t just for NIL deals. It sets you up for long-term success. For student-athletes, this means that the skills developed while building a personal brand for NIL purposes can carry over to life after sports.

Key long-term benefits of personal branding for student-athletes include:

  • Building a professional network that extends beyond college

  • Creating a resume of endorsements and partnerships that showcase their marketability

  • Developing communication skills that are transferable to post-graduate careers

Personal branding is not just a strategy for securing NIL deals—it’s a career-enhancing skill that can open doors long after the final whistle blows. Think of personal branding as an investment. It pays off now and in the future.

The takeaway? Student-athletes who strategically build and maintain their personal brand now will be well-positioned for both NIL success and post-graduate career satisfaction. And the data supports it.

About Bill Carter

Bill has advised brands on Name, Image, Likeness for 25 years—first in pro sports, now at the college level. He was the Co-Founder of the Gen Z sports agency Fuse, which he sold in 2019. In 2020, he founded Student-Athlete Insights and consults on NIL strategy with Fortune 500 companies and 30+ DI universities. Read more about Student-Athlete Insights.

Bill Carter