Perfect Branding ⌚️
Shedeur Sanders and the Art of Being Unapologetic
Today, I did something I never thought I’d do:
I texted my work group chat saying I was rushing home to watch a Browns preseason game.
Yes, a BROWNS PRESEASON game.
That’s the Shedeur Sanders effect.
The Confidence Effect
VVS diamonds. Gold chains. Supreme confidence.
Here’s the thing, confidence makes people choose.
When you see someone living boldly and unapologetically, you either:
Look inward and ask, Why am I not doing the same? or
Log on and be mean about it on the internet.
Most people pick option #2 because it’s easier than self-reflection.
Love Him or Hate Him, You’re Still Talking About Him
Shedeur might have more fans than haters, but even the “haters” fuel his brand.
That’s branding/NIL/marketing rule #1 in action: If people have no opinion about you, you don’t have a brand.
Whether they admire him or despise him,
They’re still watching.
They’re still talking.
They’re still posting.
in today’s economy, attention, positive or negative, is currency.
Most importantly still buying his jersey
The Walk-In & The WIN
Before his first preseason snap, Shedeur made his entrance:
Walking into the Carolina stadium with his crew, one of them carrying a scythe (???), his own music blasting.
That single clip told me that this was going to be a show I did not want to miss which prompted the text at the beginning of this.
And that’s the genius of brand-building you don’t wait for a Super Bowl win to craft your identity. You live your brand every moment you’re visible. Everyday is a chance to solidify your identity and be exactly who you say you are ( there's a life lesson here).
Yes, the walk-in made waves, but he backed it up:
Two touchdowns. Sharp execution. Not perfect, but strong.
Brands in sports survive when the performance matches the persona.
Without results, the showmanship feels hollow. With results, it feels inevitable and unapologetic.
Nike knocked it out of the park with this AURA FARMING HERO MOMENT!!! On top of that, the Browns leaned into the fact that their QB4(?) is everyone’s QB1 at least for tonight and let him shine via their social.
The Brand Playbook for Athletes (and KFC)
What Shedeur is doing looks instinctive, but I would wager is very calculated and it is something every athlete, creator, and marketer can learn from:
Be consistent in your image: If you’re going to be “the guy with the gold chains,” be that guy every time the cameras are on.
Create moments people can’t ignore: From a walk-in with a scythe to an in-game celebration, moments stick.
Embrace polarizing energy: If you want to be unforgettable, accept that not everyone will love you and that is OKAY; you yourself do not like everything.
Tie brand moments to performance: The talk matters, but the scoreboard keeps it alive.
Make partners part of the story: KFC, if you’re listening, this was your moment for a “2 TD = $2 combo” deal (or maybe deal after every Browns win at which goes live at NOON (STAY WITH ME). Hit my line we can chat activations.
The Browns might keep him, they might trade him, idk tbh time will tell.
But Shedeur’s debut proves a point that every athlete and marketer should remember:
You don’t have to wait for the championship to build or activate on a brand people care about.
Sometimes, all it takes is brand consistency, a little ( or a lot) confidence, a great performance, and the right mix of perfect timing.
