Derek Jeter, the well-known Yankee legend, has officially been welcomed into the Baseball Hall of Fame class of 2020. We thought this monumental moment would be an appropriate time to reflect upon his career and how his commitment to his brand has defined him as an iconic athlete. His leadership and respect (#RE2PECT) for the game have positioned him in a league of his own. Let’s dive into how Derek Jeter brand and how he became one of the most marketable athletes. We reveal what you can learn from his impressive career that can apply to your brand identity.
Brand Consistency
If anything, Jeter was consistent. Not for keeping the same uniform or logo all of the time, but for being dedicated to giving 100%, all of the time. Teammates and opponents alike regarded Jeter as a consummate professional and one of the best players of his generation because of how consistent he was in his dedication to the game of baseball. It was his dedication that helped him achieve individual and team milestones such as the most valuable player and World Series championships. Compare this to being dedicated to your brand by placing your core values at the heart of what you do, in everything that you do, no matter what.
Your customers and prospects will appreciate consistency in the services that you provide, the products that you make, or simply the unique experiences that you offer to them. Consistently stay true to your brand all of the time and it will be fruitful. For example, if being green or eco-friendly is a big part of your brand, make sure recycling receptacles are readily available and that no styrofoam products are in your store.
Brand Promise
Captain Clutch is a nickname given to Derek Jeter because of his outstanding ability to perform at his best during the most critical situations. A brand promise is a statement that says what you do, how you do it, and who you do it for. For example, Nike’s is “Authentic Athletic Experience.”
Like I mentioned above about giving 100%, the brand promise you make to your customers should be delivered at every interaction. Award-winning logos, websites, and advertising can only go so far in promoting a brand promise. Having a brand promise can be portrayed, acted upon, and executed in many ways. Derek Jeter emulates what applying your brand promise should look like for your clients. This is what makes your brand more marketable and is something they will appreciate and reward you for.
Brand Loyalty
There is no doubt about the loyalty of Derek Jeter to baseball and the New York Yankees. As a child growing up in New Jersey, he became a passionate fan of the team in pinstripes. Later in life, the Yankees drafted him and welcomed him to a place he would call home for nearly 20 years. He placed the team first and winning as the top priority. He had goals which he achieved and records that he broke. He respected the game and teammates like few others. With all of his effort and notable performance, Derek Jeter earned the respect and brand loyalty of his fans, and ultimately the New York Yankees.
Consistent, positive experiences will build brand loyalty and as Derek Jeter’s on-field and off-field leadership grow, the brand loyalty that his fans express proves unprecedented. They want more Derek Jeter because he was delivering a brand experience that they wanted more of. The fans became advocates and it was unique—creating a connection—just like your brand should.
How Trillion Can Help You Build A Marketable Brand Identity That Sticks
After a memorable Hall of Fame ceremony speech, it is clear that Derek Jeter will never truly leave baseball or his brand behind. We predict that all of the hard work he put into his marketable brand identity will continue to evolve into something bigger.
Brand development and redevelopment is a complex process that Trillion specializes in. We carefully deconstruct a brand and its marketplace, then carefully rebuild it into something more meaningful and relevant. Contact us to discuss how we can help strategically position your brand and build the tools that can bring more success to it.
