Branding in Youth Sports – Part 2

With our June issue of e7Flash, just  maybe we started you thinking about mission statements, branding and why this is important in the land of youth sports…and just maybe you have even put some thought into creating your own value statement.

In case you are still thinking about what might work for your organization or just wondering how others do it, here are some examples from a few e7sports clients … and what went into developing their slogans.

Triangle Futbol Club – Serving the Greater Triangle Area with Quality Youth Soccer Since 1999

According to Doug Shank, Director of Club Development at TFC, key concepts in their statement include defining their geography and providing a quality product to all youth soccer players at all levels.  This statement says as much about who they are not as who they are.

Eclipse Select Soccer Club – Dedicated to Family, Built on Tradition, Committed to Excellence

Lou Reina, Director of Operations for Eclipse Select Soccer Club, recalls the debate when the Eclipse Select staff was hammering out their slogan.  “Of all the things we do as a soccer club, there were three concepts that rose to the top:  A respect for family, honoring our tradition and doing all we do with excellence.  That is what we choose to talk about because that is how we operate.”

Chicago Fire Juniors – Leading the Evolution of Youth Soccer

Brian Roberts, General Manger for Chicago Fire Juniors says, The Fire wanted  to make sure their slogan communicated a commitment to innovation.  “We are using a unique approach to develop the best youth players in the country.  That approach includes operating as one club across multiple geographies and utilizing our player development pyramid model as the process for player development.  It is important that that these ideas come through.”

In speaking to all of these clubs, it is clear that being authentic with your mission statement is hugely important.  This slogan needs to reflect how you operate, how you train, how you hire and how you communicate.

Remember, this statement is your calling card…it is your introduction to families, players and coaches and they will pay attention to it.  If your slogan does not reflect who you truly are, and you don’t operate with regard to your statement, there will be disappointment all the way around.