Sports Business

A Lesson In Branding

personal brandI am a big believer in brand creation.  Not only should you be consciously aware of and constantly promoting and enhancing your own brand, you should consider your business as its own separate/ancillary brand.  In my case, I work on building Darren Heitner’s brand, Dynasty‘s brand, and each of Dynasty’s clients’ brands.  Each one feeds off the other, but they are all separate entities, at the same time.  I must also employ unique strategies in an effort to strengthen each individual brand.  Yet there are general practices that all brands should at least consider.

Dan Schawbel wrote a piece at that discusses 5 Ways to Take Control of Your Personal Brand.

  1. Create your Google profile.  Here’s mine.
  2. Reserve your name on social networks.  I have reserved “heitner”, “dynasty”, or “dynastyreps” on many of them.
  3. Establish a personal hub.  See
  4. Have a reputation management strategy.  My RSS reader tracks any stories that are written about my clients.
  5. Promote your expertise.  Email me to become a subject for our Interview with the Agent column.  Not worth your time?  Okay.

What else should be added to this list?

By Darren Heitner

Darren Heitner created Sports Agent Blog as a New Year's Resolution on December 31, 2005. Originally titled, "I Want To Be A Sports Agent," the website was founded with the intention of causing Heitner to learn more about the profession that he wanted to join, meet reputable individuals in the space and force himself to stay on top of the latest news and trends.

Heitner now runs Heitner Legal, P.L.L.C., which is a law firm with many practice areas, including sports law and contract law. Heitner has represented numerous athletes and sports agents as legal counsel. He has also served as an Adjunct Professor at Indiana University Bloomington from 2011-2014, where he created and taught a course titled, Sport Agency Management, which included subjects ranging from NCAA regulations to athlete agent certification and the rules governing the profession. Heitner serves as an Adjunct Professor at the University of Florida Levin College of Law, where he teaches a Sports Law class that includes case law surrounding athlete agents and the NCAA rules.

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