How Should Christian Athletes Think About Personal Branding?
The concept of personal branding as it is understood in contemporary terms is not explicitly mentioned in the Bible. However, there are biblical principles and teachings that touch upon elements related to how individuals present themselves, communicate, and interact with others. While not directly addressing personal branding as a modern marketing concept, these biblical themes offer insights into how individuals, like athletes, should conduct themselves.
Throughout this article, I will approach the moral issue of personal branding from a Christian perspective, utilizing Christian ethics as the foundation for my argument. I will interpret biblical teachings and the principles embraced by Jesus Christ to derive ethical guidelines that dictate moral conduct. This approach is crucial as I aim to address a specific audience of Christians at the intersection of faith and sport who seek clarity on God's perspective regarding personal branding and its relevance to their lives or the lives of those within their sphere of influence.
Ultimately, my goal is to offer a perspective that integrates faith and ethics, providing valuable guidance for Christian sports people navigating the complexities of personal branding in their lives and interactions.
What is Personal Branding?
The term “personal branding” emerged in the early 2000s. Given its interdisciplinary nature, varied definitions exist based on different fields of study. In their research and interdisciplinary review on the topic of branding, Sergey Goratov, Svetlana Khapova, and Evgenia Lysova offer a concise and comprehensive definition of personal branding as “a strategic process of creating, positioning, and maintaining a positive impression of oneself, based on a unique combination of individual characteristics. This process signals a specific promise to the intended audience through a distinct narrative and imagery. Personal branding can manifest as both a process and a product.”
Central to personal branding is the concept of agency, wherein the individual actively engages in the process. It presupposes the active involvement of the subject, necessitating the identification of individual characteristics before projecting them outwardly. This aspect of agency distinguishes personal branding from institutional branding or employee branding, where the individual's involvement might be relatively lower. Unlike these forms of branding, personal branding heavily relies on the individual's agency and active participation in shaping their narrative and image.
To engage in personal branding involves actively and purposefully crafting a portrayal or image of oneself to the world. It entails a deliberate effort to shape an identity that strategically positions an individual to gain influence, power, or financial benefits. Contrary to the notion that “everyone has a personal brand,” this perspective suggests a more accurate viewpoint: “everyone has a reputation.”
Engaging in personal branding requires intentionality and agency. It involves consciously considering how one presents themselves publicly . This process paints a deliberate picture of who you are, aimed at garnering recognition or achieving specific goals. While the primary objective might not solely revolve around personal gain, the underlying motivation is to intentionally market oneself, leveraging one's image for various purposes.
In essence, engaging in personal branding is an intentional and strategic effort to market oneself for specific gains, whether they are personal, professional, or otherwise. It involves a purposeful approach to shaping one’s image and identity in the eyes of others.
The Christian ethics surrounding personal branding intersect with various dimensions of character, encapsulating institutions, practices, convictions, and narratives that significantly influence our approach to and execution of personal branding. Within these dimensions, I aim to delve into two specific spheres: cultural and spiritual, shedding light on their positive and negative impacts on our moral compass concerning personal branding.
The Cultural Impact of Branding
First, our cultural dimension intertwines with a capitalist society primarily driven by financial motivations. In this environment, personal branding assumes a profound significance. Athletes, leveraging their visibility and influence, harness personal branding to magnify their capacity to generate income based on the image they present to the public. This visibility not only serves as a means for monetary gain but also offers a platform for advocating social causes, effecting change, and inspiring others.
A robust personal brand grants access to diverse economic prospects such as sponsorships, endorsements, and collaborations. Athletes wield their personal brand to strike deals with corporations, securing financial stability and ensuring a prosperous future. Some sports teams and universities recognize this potential and even offer personal branding classes to their student-athletes, facilitating financial capitalization at a young age. For example, the University of Wisconsin-Madison has a class for freshman athletes that help them shape a brand and work towards a personal plan for personal branding. They go over helpful tips that make the person, and the institution, look appealing for potential donors and partners.
Engaging with current athletes revealed that economic opportunities significantly motivate their involvement in personal branding. These young athletes are often exposed to stories of professional counterparts who have crafted strong personal brands, reaping the rewards through lucrative endorsement deals and opportunities beyond their athletic careers. This promise of financial gain motivates them to invest in their personal branding endeavors from an early age.
However, within this cultural dimension, there exist both positive and negative ramifications of personal branding. The pursuit of monetary gain can sometimes lead institutions to perceive athletes as commodities—treating them as marketable products rather than individuals. This commodification reduces athletes to their market value, skills, or abilities, emphasizing their potential for financial exploitation.
Assessing an athlete’s value often hinges upon their ability to attract audiences, secure sponsorships, and generate revenue, leading to them being bought, sold, or traded like commodities in the sports industry. Athletes are frequently endorsing products and services to enhance their marketability, contributing to their commodification. Yet, this market-driven approach can leave athletes vulnerable, as a decline in performance or marketability may result in their devaluation and subsequent dismissal from the team or institution.
In essence, labeling athletes as commodities spotlights the commercial aspects of their careers, sometimes overshadowing their individuality or personal dimensions, as their market value becomes the central focus, leaving them susceptible to exploitation and vulnerability in the highly competitive sports world.
Shifting focus from the cultural dimension, let's explore the spiritual dimension, an integral aspect affecting personal branding. Within this dimension, certain elements warrant deeper consideration.
The Spiritual Impact of Branding
Faith institutions often value Christian athletes who utilize their platforms to share the message of Jesus with their sphere of influence. This serves as a significant motivation for many Christian athletes to engage in personal branding. The belief is that by building a personal brand, their sphere of influence will expand, allowing for a more extensive impact on people's lives. Organizations like Athletes in Action actively support this notion, often highlighting athletes with significant “brands,” emphasizing the importance of these figures looking towards God as they are esteemed as heroes by the culture.
However, a critical question arises: what is the cost of pursuing personal branding to attain such a platform? Often, athletes must grapple with conflicting personal ambitions against the ethos of teamwork and collective success. Personal branding, by its very nature, revolves around the individual, potentially leading to a self-centric approach that prioritizes personal preferences over the best interests of the team or collective group. For Christian athletes facing tensions or direct opposition due to conflicting personal brands, especially within the same team, ethical dilemmas emerge, demanding resolution.
Moreover, within the spiritual dimension, a prevailing narrative emphasizes achieving personal goals and success through self-promotion. While celebrating achievements is commendable, the ethical and biblical implications of self-promotion warrant scrutiny. Personal branding frequently lacks the integrity and authenticity that Christianity champions. It often fails to reveal the true essence of individuals, as it portrays a curated image rather than the genuine person. Athletes engaging in personal branding may not authentically present themselves, thereby creating an identity rooted primarily in success and external perception, neglecting the depth of their true selves.
This discrepancy prompts a critical question within the spiritual dimension: “What kind of person are we evolving into if we are unable to authentically reveal ourselves to the world?” The fundamental Christian values of integrity and authenticity demand a reevaluation of personal branding's impact on the formation of identity and the portrayal of true selves in a world veiled by marketed personas.
Personal Branding and the Bible
Let’s now direct our attention to Biblical themes directly correlated with personal branding. From a Christian ethics perspective, I aim to highlight that engaging in personal branding as an athlete bears moral significance, particularly when considering the virtue of humility and its relationship with personal branding. This will lead us to study the aspect of identity, notably through the lens of 1 Peter 2:4-12, and its implications for Christians designated as God's chosen people.
At its core, personal branding can be simplified as a form of marketing and self-promotion, showcasing oneself and the desired endorsements. Within the Bible's comprehensive teachings, the theme of promotion unveils two fundamental principles. The first principle highlights that promotion is a task for others to undertake on behalf of an individual. Conversely, the second principle warns about the consequences when individuals prioritize self-promotion over promoting God.
Proverbs 27:2 conveys a clear message: “Let someone else praise you, and not your own mouth; an outsider, and not your own lips.” This advocates for external commendation rather than self-commendation. How, then, should we perceive personal branding within the context of this scripture? Despite its ancient origin, this verse prompts us to contemplate God's directives—what actions are or are not endorsed by God in this context.
This Biblical principle urges caution against self-promotion, emphasizing the importance of humility and the promotion undertaken by others. It challenges the notion of personal branding, questioning its alignment with the Biblical guidance that advocates for humility and reliance on external commendation rather than self-absorption.
Moreover, various Biblical narratives illustrate the consequences of using personal branding to seek personal glory. From Lucifer’s prideful self-promotion (Isaiah 14:12-15; Ezekiel 28:12-17) to stories like that of Simon the Magician in the early church, these accounts reveal that self-promotion leads to negative outcomes. One could also point to the Parable of the Pharisee and the Tax Collector (Luke 18:9-14), King Nebuchadnezzar (Daniel 4), and the sons of Zebedee (Matthew 20:20-28). God often humbles those engaging in prideful self-promotion, suggesting a cautionary tale about the perils of elevating oneself above God.
The Biblical backdrop underscores a paradigm where emphasis is placed on others promoting individuals faithfully following God rather than self-promotion. A few narratives to supplement others promoting you can be found in Romans 16; 1 Cor 16 (and other Paul letters); Barnabas for Paul (Acts 9:26-27; Acts 11:25-26); Jonathan to David (1 Samuel 18) and even Jesus’ Baptism (Matthew 3:13-17).
Jesus epitomizes this virtue by never engaging in self-branding. Instead, those around Him—outsiders, as Proverbs suggests—spoke of His good deeds, teachings, and love. Jesus didn’t seek approval through marketing or personal branding. He recognized His value and worth based on God's truth.
Considering these Biblical principles, it becomes evident that the framework for understanding personal branding hinges on two key principles: promotion is a task for others, and caution must prevail when one considers self-promotion. However, delving deeper into the moral implications, it is essential to identify the core virtue most at risk concerning personal branding.
The Virtue of Humility
In Christianity, humility is considered a fundamental virtue that involves an accurate and modest view of one's abilities, status, and importance in relation to God and others. As Dennis Edwards explains in his commentary on 1 Peter, “humility can be defined as thinking about yourself and others rightly.” Humility involves acknowledging one's strengths and weaknesses without arrogance or self-importance. According to Howard Marshall, it’s “a recognition that all abilities, achievements, and blessings come from God.” Christians believe that cultivating humility allows individuals to better reflect the character of Christ, fostering compassion, empathy, and a servant-hearted attitude toward others.
A Christian understanding of humility is deeply rooted in the teachings of Jesus Christ, who exemplified humility throughout his life and ministry. The Bible, particularly in passages like Philippians 2:3-4, emphasizes the value of humility: “Do nothing out of selfish ambition or vain conceit. Rather, in humility value others above yourselves, not looking to your own interests but each of you to the interests of the others.”
Humility is contrasted by pride. Again, we can look to Edward’s definition of pride in his commentary on 1 Peter. He says pride is “an excessive belief in one's abilities or qualities that leads to arrogance, vanity, or an inflated sense of self-importance.” Christians believe that pride can lead individuals to prioritize themselves above God and others, causing a separation from God’s will and a lack of humility.
The Christian perspective on pride often refers to the biblical teachings, particularly the dangers highlighted in passages such as Proverbs 16:18, which states, “Pride goes before destruction, a haughty spirit before a fall.” This emphasizes the idea that pride can lead to downfall or separation from God.
Humility, stemming from an understanding of our identity as followers of Christ, involves exalting God and serving others. Pride often emerges when our understanding of our identity falters. Personal branding, especially for athletes, can lead to pride, fostering a false identity and potentially steering them away from integrity and authenticity. Christ-followers remain humble by recognizing the source of their identity. The athlete's identity, pivotal in personal branding, becomes a moral norm intertwined with the very essence of this practice. Through personal branding, athletes seek value, worth, and identity by projecting a certain image to the world, but this quest may often lead them astray.
A Better Identity
The book of 1 Peter offers various identities that illuminate how to authentically represent God to others. For our exploration, we'll concentrate on 1 Peter 2:4-12 to discern what this passage communicates about our identity and its implications for engaging with others.
4 As you come to him, the living Stone—rejected by humans but chosen by God and precious to him— 5 you also, like living stones, are being built into a spiritual house to be a holy priesthood, offering spiritual sacrifices acceptable to God through Jesus Christ. 6 For in Scripture it says:
“See, I lay a stone in Zion,
a chosen and precious cornerstone,
and the one who trusts in him
will never be put to shame.”
7 Now to you who believe, this stone is precious. But to those who do not believe,
“The stone the builders rejected
has become the cornerstone,”
8 and,
“A stone that causes people to stumble
and a rock that makes them fall.”
They stumble because they disobey the message—which is also what they were destined for.
9 But you are a chosen people, a royal priesthood, a holy nation, God’s special possession, that you may declare the praises of him who called you out of darkness into his wonderful light. 10 Once you were not a people, but now you are the people of God; once you had not received mercy, but now you have received mercy.
11 Dear friends, I urge you, as foreigners and exiles, to abstain from sinful desires, which wage war against your soul. 12 Live such good lives among the pagans that, though they accuse you of doing wrong, they may see your good deeds and glorify God on the day he visits us.
1 Peter 2:4-12 offers profound insights into the identities of Christ-followers and their unique place within the community of believers. These identities, as outlined in the passage, not only define the essence of those who follow Christ but also hold implications for the moral objections surrounding the concept of personal branding.
At its core, the passage describes believers as living stones, forming a spiritual house with Christ as the cornerstone. Marshall explains that this identity emphasizes the “interconnectedness of individuals within the community of faith, reflecting a unity that transcends individuality.” This unity stands in stark contrast to the individualistic nature associated with personal branding, where the focus is on self-promotion and the cultivation of a distinct personal image or identity.
Peter then portrays Christ-followers as a “holy priesthood.” Marshall shows us that this designation highlights the “communal role of believers in offering spiritual sacrifices and worship to God.” It implies a collective responsibility rather than individual self-absorption. In the realm of personal branding, the emphasis often lies in crafting and promoting an individual’s unique persona for personal gain or recognition, which often conflicts with the humble, service-oriented nature of a holy priesthood.
The passage further describes believers as a “chosen race, a royal priesthood, and a holy nation—a people belonging to God.” This collective identity underscores what Peter Davids describes as the “inclusive nature of God's grace” that encompasses individuals from diverse backgrounds into a unified community of faith. In contrast, personal branding tends to accentuate individual distinctiveness and personal achievements, potentially fostering a sense of exclusivity or superiority (pride) rather than the inclusive, humble spirit advocated in Christian identity.
Peter also portrays believers as “aliens and strangers in the world”, emphasizing their differences from cultural values and social norms. Personal branding often encourages conformity to societal trends, seeking validation and success according to worldly standards, which may contradict the call for Christ-followers to live counter-culturally, prioritizing humility, and a focus on serving others rather than self-promotion.
Ultimately, Christ-followers are called to prioritize their identity as part of a larger spiritual community, with Christ as the cornerstone. This identity emphasizes communal well-being, humility, and service over self-promotion and personal gain. While navigating the modern concept of personal branding, Christians must carefully align their actions with the values and identities outlined in Scripture, seeking to honor God and serve others rather than promoting themselves above communal goodness.
Isn’t Personal Branding a Necessary Part of Today’s Sport Culture?
Some might contend that personal branding has become an intrinsic part of modern sports culture. In today’s competitive athletic landscape, visibility and marketability often play crucial roles in an athlete’s success. Critics could argue that denying athletes the opportunity to engage in personal branding might hinder their ability to navigate the sports world effectively. They may view personal branding as a necessary tool for independence and autonomy in an increasingly competitive industry.
Although this argument is compelling, I contend that numerous athletes abstain from participating in personal branding, yet this does not impede their capacity to succeed in the realm of sports. Throughout the past century, athletes have consistently practiced, competed, and thrived in high-level competitions without the added weight of personal branding. Just because everyone is doing it doesn’t mean everyone should engage in it. Engaging in a trend simply because it’s prevalent doesn't necessitate universal participation. As demonstrated, there are instances where being “aliens and strangers in the world” applies, and this might be one of those situations.
What About the Money?
Another opponent might argue that personal branding presents significant financial opportunities for athletes. In today’s sports landscape, sponsorship deals, endorsements, and social media presence often translate into substantial financial gains. They may argue that by restricting personal branding, athletes might miss out on potential earnings that could secure their futures or support their families. For many young athletes, especially those from underprivileged backgrounds, these financial opportunities might serve as a means to overcome economic challenges or pave the way for higher education.
I contend that personal branding might detrimentally affect an athlete’s sporting achievements by diverting crucial time away from skill development, both on and off the field. If success is measured by wealth and marketability, a compelling case can be made. However, if success is defined by athletic performance and the chance to advance to higher levels of competition, personal branding is probably not a factor. Furthermore, as demonstrated, wealth, influence, and visibility aren’t meant to be a benchmark of success or your identity. Our calling is to serve as a royal priesthood, guiding others towards God and serving others, not solely towards ourselves.
Practical Implications
Having established a foundation into the ethical dimensions and scriptural viewpoints concerning personal branding among athletes, it's now crucial to transition towards the practical implementation of the insights gleaned. I’ll end by presenting four categories that will help us with application to personal branding.
Modeling Humility
As a Christian leader in the sports realm, my deep-rooted beliefs in humility serves as a guiding principle. It's imperative for me to steer athletes towards valuing character above self-promotion. Emphasizing teamwork, service, and authentic connections over personal achievements becomes essential. Being vigilant and responsive to the Spirit's guidance helps me identify these instances and courageously highlight them. Leading by example through humble actions and interactions is also important. Every individual is worthy of engagement and holds intrinsic value, a principle I aim to uphold steadfastly.
Education
I acknowledge this as an area of ongoing learning and development. I strongly believe there's an opportunity to offer education from a Christian standpoint that can significantly influence how adolescent athletes approach social media and marketing. Initiating this education might involve conducting workshops, potentially beginning at one of our Ultimate Training Camps or with the athletes I'm engaged with at the University of Wisconsin. It's crucial for me to refine the way I communicate these concepts concisely and effectively to resonate with athletes to challenge them to think critically and Biblically about this topic.
Engagement
Understanding that not everyone may have considered this perspective or arrived at a similar standpoint, I'm committed to ongoing engagement with athletes. My aim is to steer them towards leveraging their platform for purposeful endeavors. I seek to inspire them to use their personal brand to champion causes close to their hearts, uplifting and motivating others while becoming positive role models within their communities. Simultaneously, I try to aid them in discovering their identity as individuals chosen by God, emphasizing the significance of finding identity rooted in (and overflowing from) their relationship with God.
Reflection and Evaluation
I seek to cultivate an environment where athletes engage in continuous reflection, evaluating their personal branding strategies through the lens of their Christian beliefs and values. I will encourage them to introspect, questioning whether their branding aligns with their spiritual convictions. This practice may involve setting up a routine for athletes to ponder their branding endeavors—prompting them to delve into the 'why' behind their actions and reaffirm their beliefs (and identity).
Additionally, I would consider facilitating sessions where athletes offer feedback to one another regarding their branding strategies. This space would encourage constructive criticism that not only ensures alignment with their values but also fosters accountability to a set standard. Such interactive discussions could prove beneficial in refining their branding approaches while staying true to their Christian principles.
There is complexity and ambiguity inherent in the realm of personal branding. Navigating this terrain can potentially foster pride and blur one's sense of identity, underscoring the importance of addressing it with truth and grace. While the notion of personal branding is relatively modern, the concept of self-promotion is an age-old phenomenon.
My aspiration was to provide guidance on how athletes should navigate these interactions by underscoring the significance of humility, integrity, service, and a focus on others over self-promotion. Additionally, I emphasized the significance of embracing our identities as God's chosen people. Ignoring this moral issue can significantly shape the trajectory of one's personal development and sense of self.
Ultimately, my intention was to shed light on the moral complexities surrounding personal branding and encourage a careful approach that prioritizes virtues and ethical conduct over self-centered promotion.
