Fame ≠ Influence: Build Your Brand for What You Really Need

Fame ≠ Influence: Build Your Brand for What You Really Need

In today’s world, we toss around words like famousviral, and influencer as if they’re interchangeable. But here’s a truth bomb: fame is not the same thing as influence—and depending on your goals, one might get you nowhere while the other opens every door.

Fame Gets You Noticed. Influence Gets Things Done.

Fame is visibility. It’s the spotlight. It’s people knowing your name—even if they don’t know what you do or why it matters. Influence, on the other hand, is power. It’s trust. It’s being able to shift conversations, move audiences, change minds, and get results. 

You can be famous and have very little influence. You can also be influential and fly under the radar. The key is knowing which one serves your purpose—and building your brand accordingly.

Ask Yourself: What Do I Actually Want?

Before you go chasing numbers or headlines, pause and ask:

  • Do I want people to know my name—or do I want them to care what I say? (Yes, you gotta choose because chasing one always limits the other.)
  • Am I building a career that requires attention or one that requires credibility?
  • Do I want followers, or do I want impact?

Your brand should be a vehicle to get you where you want to go—not a trap that keeps you spinning your wheels in search of likes.

3 Ways to Build a Brand with Intention

1. Know Your Value—and Own It.

Start with what you bring to the table. Are you an expert? A connector? A storyteller? A disrupter? Fame might come from trends or timing, but influence comes from consistently delivering value. Get clear on what people should come to you for, not just about.

2. Speak to the Right People, Not Just More People.

You don’t need to be “big”—you need to be known by the people who can say yes to your goals. Focus your energy on platforms, partnerships, and conversations that serve your long game.

3. Stay Consistent, Stay Real.

Fame often demands you play a character. Influence comes from being consistent, honest, and aligned with your message. Be the same person on a Zoom call as you are on a panel or a podcast.

Bottom Line

Fame is a flash. Influence is a force.

Build your brand with intention—not for attention. When you focus on what truly aligns with your purpose, you won’t just be seen. You’ll be trustedrespected, and sought after—and that’s what moves the needle.

What Every Young Professional Needs to Know Before Working with an Athlete or Agency

Getting your first publicist or content creator gig with an athlete or sports agency is exciting—but it also comes with pitfalls you’ll want to avoid. Here’s what every intern or young professional should know before diving in.

The Allure of “Future Pay”

It’s common to hear, “Work with me now, and I’ll pay you later.” But “later” can be vague—or never come. Before you agree to unpaid work:

  • Ask for a timeline. If “future pay” means a bonus after six months or a whole campaign next year, get that in writing.
  • Set clear milestones. Structure your arrangement around deliverables (e.g., “After three social-media campaigns, I’ll receive $X.”).

Free Labor vs. Fair Value

Volunteering to help at an event or run errands can be a great way to learn—but don’t let “free” become exploitative.

  • Define your hours. Limit unpaid work to a reasonable trial period (e.g., two weeks, 10 hours per week).
  • Request feedback. If you’re investing time, you should receive mentorship or a formal evaluation.

Who Owns What

Understanding ownership is crucial—whether you’re producing creative content or building sponsorship relationships—for both agencies and individual athletes.

Creative Content

Includes blog posts, social-media graphics, videos, training footage, and any other media you produce.

  • Working for an agency:
    • Work-for-hire: The agency typically claims full ownership of all assets.
    • License carve-out: You retain ownership of your work but grant the agency broad usage rights.
  • Working for an individual athlete:
    • Work-for-hire: The athlete owns the final deliverables, but you may negotiate narrower usage (e.g., limited to personal channels).
    • License carve-out: You keep ownership and grant the athlete permission to use content for agreed-upon purposes.
  • Portfolio rights:
    In both cases, negotiate the right to display your work—graphics, videos, blog posts—in your personal portfolio.

Sponsorship Relationships & Contacts

Encompasses pitch decks, outreach templates, sponsor contact lists, and the relationships you foster.

  • Working for an agency:
    • Work-for-hire: The agency owns both the materials you create and the sponsor relationships you establish.
    • License/carve-out: You may retain rights to your templates and contact lists while granting the agency control of the sponsorship agreements.
  • Working for an individual athlete:
    • Work-for-hire: The athlete owns the outreach materials and sponsorship deals, but you can negotiate to keep your templates.
    • License/carve-out: You retain ownership of your tools and can grant the athlete a license to manage those relationships.
  • Relationship credit:
    Secure written acknowledgment of the contacts and goodwill you’ve cultivated—so you can leverage them in future roles.

** If ownership details aren’t clarified up front—whether you’re hired by an agency or an athlete—request a written agreement before you depart. That way, you can still showcase your creative work and benefit from the relationships you built.

Understand Your Team Structure

Before you start, make sure you know who you’ll collaborate with and report to:

  • Clarify roles and hierarchy. Who is your direct supervisor? Which teammates or departments will you work alongside?
  • Communication channels. Will you report via text, email, Slack, or in weekly meetings?
  • Points of contact. Get key stakeholders’ names and contact info—spouse/partner, agent, PR staff, social-media managers, etc.
  • Expectation alignment. Ask how decisions are made and what approvals are needed for your work.

**If the athlete or hiring manager initially skipped this step, you must advocate for yourself and request this information. If you are not given clear or complete info, that’s a red flag, and you should likely move on. 

The Importance of a Contract

A handshake might feel “trusting,” but a written agreement protects both sides.

  • Key contract elements:
    • Scope of work and deliverables
    • Payment terms (amount, timing, method)
    • Content ownership and portfolio rights
    • Confidentiality and non-disclosure clauses
    • Termination notice and process
  • Get it reviewed. Even a simple 1-page contract is better than none—ask a parent, mentor, campus career office, or local small-biz attorney for a quick review.

Negotiation Is Part of the Game

Working for an athlete or agency can be high-profile. Don’t be afraid to negotiate boundaries and expectations.

  • Be professional. Frame requests in terms of mutual benefit (“Ensuring I can showcase this work will help me grow, which benefits your brand in the long run.”).
  • Know your worth. Even entry-level roles deserve fair compensation—money, mentorship, or both.

Final Tip

Your first role in sports marketing or athlete management is a stepping-stone—make sure it sets you up for real growth, not just busy work. An explicit agreement, transparent expectations, and respect for your creative output will ensure you walk away with experience and tangible value for your résumé.

Good luck out there!

Game Plan for Truth: 5 Ways Athletes Can Protect Their Brand from Deepfake Attacks

Deepfake technology can be used to spread false or damaging content, and as an athlete, your brand and reputation are always at stake. If you find yourself involved in a deepfake video, here’s how to protect yourself:

1. Act Fast—Address It Head-On

Don’t ignore it. Issue a statement through your social media, legal team, or PR representative making it clear the video is fake. Transparency and speed are key in controlling the narrative.

Report the deepfake to social media platforms and request its removal under policies against manipulated media. Consult with your legal team to explore defamation claims or rights of publicity violations.

3. Leverage Trusted Media and Supporters

Use credible journalists, teammates, coaches, and sponsors to reinforce that the video is fake. A strong support system can help drown out misinformation.

4. Monitor Your Online Presence

Set up Google Alerts and social media monitoring to track where the deepfake spreads. The sooner you catch and report it, the better you can control the damage.

5. Strengthen Your Brand’s Authenticity

Regularly post real content of yourself so fans and the media recognize what’s legitimate. The stronger your personal brand, the harder it is for fakes to gain traction.

Staying proactive and prepared can help protect your reputation in the age of AI-driven misinformation.

The Playbook for Business Etiquette: A Guide for High School, College, and Professional Athletes

Whether you’re a high school standout, a college athlete on the rise, or a seasoned pro, one thing is clear: your career goes far beyond the field, court, or track. How you conduct yourself in business settings is as important as how you play the game. Understanding business etiquette can help you build your brand and relationships, secure opportunities and endorsements, and prepare for life after sports. 

Here’s a simple playbook to help you confidently navigate the business world.

Dress the Part

First impressions still matter, but business attire has evolved. Today’s business meetings are more casual, so knowing your audience is essential. Research the company culture or individual, or ask beforehand if you’re unsure. When in doubt, aim for business casual: neat, clean, and appropriate for the setting. 

Tip: Keep a versatile wardrobe that can be easily dressed up or down depending on the occasion. Always ensure your clothes are clean, wrinkle-free, and presentable.

Master the Handshake

Whether male or female, a firm handshake is a universal sign of confidence and respect. Practice your handshake with a friend or mentor to ensure it’s firm but not overpowering. Remember to make eye contact and smile, showing you’re engaged and approachable.

Tip: A weak handshake can give off the impression that you’re uninterested or nervous, so work on perfecting it.

Be Punctual

Time is valuable in business, just like it is in sports. Arriving late to an online, phone, or in-person meeting can make you seem unprofessional and disorganized. Always aim to arrive at least 10 minutes early for in-person meetings. This shows respect for the other person’s time and gives you a few moments to collect your thoughts.

Tip: If you’re running late, always notify the person you’re meeting with via text, call, or email as soon as possible and apologize for the delay.

Mind Your Manners

Good manners are a sign of respect and professionalism. Simple gestures like saying “please” and “thank you,” holding doors open, and actively listening when someone else is speaking can leave a lasting positive impression.

Tip: Avoid interrupting others when they’re speaking. Wait for your turn, and acknowledge their points before sharing yours.

Communicate Promptly

Returning calls, emails, or texts in a timely fashion is crucial in business. It shows that you’re reliable and respectful of other people’s time. Aim to respond within 24 hours, even if just to acknowledge the message and let the person know when you’ll provide a full response.

Tip: Set aside specific times in your day to check and respond to messages so you don’t get overwhelmed.

Keep It During Business Hours

Unless otherwise specified, keep your communications within standard business hours (typically 9 AM to 5 PM, Monday through Friday). Reaching out too early or too late can be seen as intrusive and unprofessional. However, if the situation is urgent, making an exception is acceptable—just be sure to explain the urgency.

Tip: If you’re in a different time zone, be mindful of the recipient’s local time before sending messages.

Read and Understand Contracts

Contracts are vital to any business transaction, especially in sports. Only sign a contract after fully understanding its terms. Even if it’s been read by a parent or lawyer, take the time to read through contracts carefully, and feel free to ask questions if something needs clarification. This can protect you from unwanted surprises down the road.

Tip: Highlight or make notes on key sections of the contract to ensure you remember important details.

Know When to Speak and When to Listen

Contributing and listening are vital in meetings. Don’t dominate the conversation, but don’t be a passive participant either. Strike a balance by offering thoughtful insights and showing interest in what others say.

Tip: If you’re unsure when to speak, observe how others in the room participate and follow their lead. But by all means, if you’re uncomfortable with what’s being proposed or how your likeness will be used, SPEAK UP! 

Manage Your Team Professionally

As an athlete, you may have a team of family members, agents, managers, and publicists working with you. It’s crucial to manage this team with respect and professionalism. Clearly communicate your goals, expectations, and feedback. Foster a positive working relationship by being approachable and open to their advice while ensuring your voice is heard.

Tip: Host or ask for regular meetings with your team to ensure everyone is aligned with your goals and promptly address any concerns.

Follow Up

It’s essential to follow up after a meeting or networking event. A simple thank you note or email can set you apart and leave a positive, lasting impression. It shows that you value the other person’s time and are serious about the opportunities discussed.

Tip: Be prompt with your follow-up. Sending a note within 24 hours is ideal.

Social Media Etiquette

Your social media presence is an extension of your brand. Be mindful of what you post, share, and comment on. Avoid controversial topics that could damage your reputation or alienate potential business partners.

Tip: Regularly review your social media accounts to ensure they align with the image you want to project professionally.

Respect Differences

In today’s globalized world, you’ll encounter people with diverse cultural, religious, and political backgrounds. Understanding and respecting these differences is key to successful business interactions. Be aware of variations in greeting styles and communication norms. Approach these differences with respect and an open mind, and focus on maintaining a professional and inclusive environment.

Tip: Do your research beforehand, but you can never go wrong with keeping conversations focused on business.

Always Be Professional

Professionalism should be at the core of everything you do in business. This means being respectful, reliable, and ethical in all your interactions. Your reputation as an athlete will open doors, but your professionalism will keep them open.

Tip: Consistency is key. Make professionalism a habit, not just something you do when someone’s watching.

Expectations Athletes Should Have in Business Relationships

As an athlete, it’s crucial to hold yourself to high standards and have clear expectations of those you work with in business relationships. Here are four key expectations to ensure you’re surrounded by a team that supports your success:

Transparency: Expect open and honest communication from those you work with. This includes being transparent about terms, fees, and any potential conflicts of interest. Transparency builds trust and helps you make informed decisions.

Responsiveness: Your time is valuable, so working with people who respect it is important. Expect timely responses to your calls, emails, and texts. This ensures that opportunities aren’t missed and you can promptly address any issues.

Professionalism: Just as you’re expected to maintain professionalism, those working with you should do the same. This includes meeting deadlines, keeping their word, and conducting themselves with integrity in all interactions.

Mutual Respect: A successful business relationship is built on mutual respect. Expect those you work with to value your input, listen to your concerns, and treat you as an equal partner in your professional journey.

Final Whistle

Understanding business etiquette is like learning the rules of a new game—it takes practice, but once you get the hang of it, it becomes second nature. By following these guidelines and having clear expectations of those you work with, you’ll represent yourself well and pave the way for long-term success, both on and off the field.

Spring Clean Your Brand

As the flowers bloom and the birds chirp, it’s not just nature that could use a little refresh—your brand could benefit from some spring cleaning, too. Just as you tidy up your home and declutter your space, it’s important to ensure your online presence is polished and up-to-date.

Clean up your bios. Ensure that they accurately reflect who you are and what you do. Update any outdated information and add any recent achievements or projects you’ve been involved in.

Update your passwords. With online security threats constantly evolving, it’s crucial to maintain strong, unique passwords for all your accounts. Consider using a password manager to help you keep track of them securely.

Audit content. Review and remove any posts that no longer align with your current image or goals. Similarly, untag yourself from any photos or posts that no longer serve your brand or that you’d rather not be associated with.

Purge bots. Pesky bots skew your analytics and detract from the authenticity of your online presence. Use tools provided by the platforms or third-party services to identify and remove these accounts.

Rethink your contacts. Not every person you’re connected to on LinkedIn and other platforms is serving you (and vice versa). If you can’t recall why you’re connected with someone, engage and provide value or delete them. 

Organize photos and videos for future use. Create albums or folders to categorize your content based on themes or relevance. This not only makes it easier for you to find and share content in the future but also ensures a cohesive and consistent visual identity across your platforms.

Delete accounts. Consolidate your online presence can help streamline your efforts and ensure that you’re investing your time and energy into platforms most beneficial for your goals.

By taking these steps to spring-clean your brand, you’ll present a more polished and professional image to the world, ensuring that you’re ready to take advantage of any opportunities that come your way.

Is Your Brand Draft Ready v2.0

As the NFL Combine and draft loom, the spotlight on aspiring athletes extends beyond the field to their online presence and personal brand. Social media and public relations mishaps can be costly, especially in the era of NIL, where marketing value resets at the professional level.

For this year’s draft prospects, meticulous preparation is crucial.

Before the combine:

  1. Conduct a comprehensive brand audit, addressing online red flags, e.g., unflattering or inappropriate posts, pics, and likes, ensuring social media consistency. Adjust social media setting to better control who can tag you.
  2. Prioritize cybersecurity with updated passwords and adjusted security settings.
  3. Develop critical messages for concise self-introductions, and align bios and images with your refreshed brand narrative. 
  4. Secure domains associated with your likeness and trademark brand elements for legal protection.
  5. Negotiate/renegotiate any current NIL contracts to continue into your pro career. 
  6. Media training is essential for poised interviews, replayed for years. 
  7. Craft a diverse content plan for before, during, and after the draft. Don’t just rely on what’s posted about you.
  8. Plan for communication crises with professional support on standby.

Also, remember that your family plays a crucial role; ensure they understand their behavior reflects on you. And finally, amid the pressure, prioritize self-care – eat well, rest, and cherish moments with loved ones. Good content is rarely created in a negative or anxious state.  

If draft day doesn’t unfold as planned, explore maintaining your brand as a free agent in an additional blog.

These tasks may seem overwhelming, but they are essential to help you maximize your potential as you embark on this pivotal journey into the pros. If you have questions or your current management team cannot assist you with these tasks, contact me at Frances@yourfirestarter.com. While you may need to pay for these services directly, it should be viewed as a long-term investment in yourself that will extent well beyond your football playing years.

AI and Your Brand: What every athlete needs to know 

In the era of advanced technology and artificial intelligence (AI), athletes must proactively safeguard and enhance their brands. 

Here are key strategies for athletes to protect their brand from AI-related challenges:

  1. Digital Presence Management: Maintain control over your digital presence by regularly updating and curating your online profiles. Ensure that accurate and positive information about your achievements, values, and activities is featured.
  2. Social Media Vigilance: Be cautious about what you share on social media platforms. AI algorithms often analyze social media content, and inappropriate or controversial posts can negatively impact your brand. Regularly review and adjust privacy settings to control access to your personal information.
  3. Engage with AI Ethically: If you collaborate with AI-driven technologies, ensure they align with your values and ethical standards. Be selective about the partnerships you enter into, and thoroughly understand how AI will be used with your brand.
  4. Trademark and Image Rights: Consider trademarking your name, logo, or any distinctive symbols associated with your brand. This legal protection can help prevent unauthorized use of your identity or image.
  5. Monitor Deepfakes and Misinformation: Stay vigilant for deepfake videos or misinformation that could damage your reputation. Monitor online platforms for any misleading content and take swift action to address false claims.
  6. Cybersecurity Awareness: Implement strong cybersecurity practices to protect personal and sensitive information. Regularly update passwords, use two-factor authentication, and stay informed about cybersecurity best practices to prevent hacking or identity theft.
  7. Build Authentic Connections: Foster genuine connections with your audience. Authenticity is a powerful tool against any attempts to manipulate your brand. Engage with your fans, respond to inquiries, and showcase the real person behind the athlete.
  8. Legal Counsel: When in doubt, call an attorney. Legal professionals can help you navigate contracts, protect your intellectual property, and address any AI-related legal challenges.

By proactively managing your digital presence, making informed decisions about AI collaborations, and staying vigilant against potential threats, athletes can maintain and strengthen their brands in the evolving landscape of technology and artificial intelligence.

Content Ideas for Student-Athletes

The holiday break is a perfect time for student-athletes to refocus on building their brand and develop content for use in the coming weeks. For those who struggle with what content to make, here are 10 ideas to get the creative juices flowing.

  1. Training Tips Series: Share short videos or posts with quick tips on improving specific skills, accompanied by explanations to help young athletes understand the principles.
  2. Behind-the-Scenes Content: Provide a glimpse into your daily training routine, nutrition, and recovery methods to humanize your brand and connect with your audience personally.
  3. Motivational Stories: Share your journey, including challenges you’ve overcome and lessons learned. This can inspire other young athletes facing similar obstacles.
  4. Collaborations with Coaches: Feature collaborations with coaches or mentors, offering insights into the coaching process and how it contributes to your development.
  5. Interactive Q&A Sessions: Engage with your audience by hosting Q&A sessions where followers can ask questions about your training, experiences, or any advice you may have.
  6. Nutrition and Wellness Tips: Share simple and healthy recipes and tips on maintaining overall well-being through proper nutrition and recovery strategies.
  7. Community Involvement: Highlight your involvement in community service or local sports events. This can foster a positive image and create a sense of community around your brand.
  8. Highlight Reels: Regularly post short highlight reels showcasing your best moments during games or competitions. This can create excitement and anticipation among your followers.
  9. Academic Success Stories: Showcase your commitment to academics by sharing stories of how you balance sports and studies, emphasizing the importance of education for young athletes.
  10. Fan Engagement Challenges: Create challenges for your followers, such as skill challenges or fitness routines, and encourage them to share their attempts. This builds a sense of community and engagement.

Remember, consistency is critical in building a brand, so whichever content you decide to deploy, aim to regularly produce and share content that aligns with your values and resonates with your target audience.

Finally, developing a content calendar or setting reminders ensures that you can balance posting content with your other commitments.

If you need additional assistance, either with content ideation or creation, contact us.

We’re Hiring

Seeking college Juniors, Seniors, or Graduate students to fill the following Summer internship. To be considered, send your resume to Admin@yourfirestarter.com by April 30, 2024.

Summer Associate 

The Summer Associate assists the CEO with a variety of marketing tasks for Firestarter and its clients. 

  • Part-time, 20+ hours per week, May 30, 2024 – August 30, 2024
  • Paid, $15 per hour
  • Remote work

Primary Tasks

  • Schedule and assist with meeting follow-up
  • Manage client portals
  • Assist the CEO with day-to-day project management 
  • Ensure projects are delivered on time
  • Compile lists for sponsorship, endorsements, and speaking engagement leads
  • Compile lists for business development leads

Tasks as Needed

  • Strategize and execute printed and digital campaigns 
  • Write/edit printed and digital assets 
  • Design printed and digital assets 
  • Develop original or edit videos
  • Manage Firestarter and client social media platforms
  • Compile data for marketing campaign analysis

Ideal Candidate

  • Junior, Senior, or Graduate-level college student with at least one year of on-the-job experience 
  • Self-motivated, proactive, organized, and able to multitask
  • Experience in digital and social media strategy
  • Strong written and verbal communicator
  • Proficient in Adobe Photoshop and Illustrator 
  • Video editing skills a plus

 

Brand Tips for Entering the Transfer Portal

If you’ve been watching the news, you know that the NCAA transfer portal is one of today’s hottest topics. Over the past several weeks, I’ve been contacted by student-athletes and caregivers asking how athletes can successfully position themselves online and in-person before and after they’ve decided to enter the portal. 

To fully answer that question, I went directly to the source—DI football, basketball, baseball, and volleyball head and assistant coaches—to find out precisely what catches their eye. Below is a synopsis of those conversations. 

Make it Easy

Making sure your social media accounts are easy to identify and contain complete information is the best way to help yourself transfer. Before entering the portal, be sure to update your Twitter and Instagram bios to include:

  • Photo of you (Using the same image from your current program’s website is a huge help) 
  • First and last name
  • Current playing stats
  • Current GPA
  • Phone number (Don’t assume coaches will DM)
  • Link to your highlights 

A Well-Crafted Goodbye

What an athlete says in their farewell letter or post speaks volumes about their character and how they’ll contribute to their next opportunity. In this message, athletes should establish their brand, share their accomplishments, and show respect to their previous program. Most importantly, athletes need to be mindful of spelling and grammar. Don’t go overboard with cool graphics or striking images—what you’re saying matters most. Finally, it’s on the internet, so remember that what you post lasts forever. 

Third-Party Endorsements 

All coaches interviewed agreed that supportive posts from coaches, parents, fans, etc., won’t help you out of the portal. But negative posts about you and negative engagement on your part can hurt you. Before entering the portal, conduct a social media audit to ensure that anything negative you’ve posted or responded to is no longer visible. 

Have a Response Ready 

Eventually, the athlete will have to explain why they’re transferring to coaches, media, etc. Regardless of the reason, athletes should take the time to think through their response. Practicing their statement in front of a supportive audience is also a good idea. Remember, coaches are looking for character and cultural fit as much as they’re looking for athletic ability, so choose your words wisely. 

If you’re a student-athlete or caregiver and have additional questions, feel free to email me directly at Frances@YourFirestarter.com.

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