An athlete’s brand is not their logo, social media following, or highlight music. Their brand is the first impression a coach forms about them. When coaches open a highlight video, they are looking for immediate clarity. They want to understand:
What position does this athlete play?
How does this athlete impact the game?
What makes this athlete worth watching further?
If the answer is unclear, coaches often move on quickly.
Practical Tactic
Ask a simple question about your athlete’s highlight film: If a coach watched only the first 15 seconds, would they clearly understand the athlete’s role? If not, the film may need to be restructured.