The Crittenden Automotive Library

Useful Tips For Creating An Awesome Racing Brand

Useful Tips For Creating An Awesome Racing Brand

Lucy Wyndham
16 December 2020

Although football remains the most popular spectator sport in the USA, motorsport continues to garner an impassioned following. Not only is NASCAR attracting nearly 3 million TV viewers a year, but Formula One and endurance racing is also fast increasing in popularity. Although there are a number of racing brands that sport a long and rich history in the country, new brands are helping to shape the future of motor racing in the USA. Whether you are creating a brand-new racing brand or simply giving an existing one a makeover, there are a few guidelines to follow that will make the process considerably easier. These guidelines will help to ensure that your brand remains visible and relevant in a highly competitive industry.

Define your brand through a visual identity

The first step in building a powerful racing brand involves defining the brand. There are a number of simple methods that can be used to first break the brand down to its basics before defining it and building it into a racing powerhouse. Your brand’s visual identity is of great importance, as it is the most noticeable thing about a brand. Some of the world’s most popular racing-related brands, such as Ferrari and NASCAR, convey a powerful story just with their logo and use of color. Additionally, your brand should also tell a story – and not only about where it came from, but also where it is heading to in terms of future goals. As the brand grows, it needs to be continuously redefined to remain relevant in a highly competitive environment.

Aim for inclusivity

Mercedes recently announced its plans to become increasingly inclusive and diverse through what will be known as its Accelerate 25 plan. The team stated that they have decided upon a new set of targets to amplify inclusion and diversity in the brand over the next five years. The importance of inclusivity in branding should never be questioned. If you want to establish a strong racing brand it is paramount to make a concerted effort to avoid both racism and unconscious bias at all costs. Apart from the ethical importance of inclusivity, it can also make a racing brand more appealing to potential investors and sponsors. In fact, according to a recent report by McKinsey, an inclusive brand can expect to enjoy a medium return of up to 35% higher than that of the national industry median.

Leverage the power of social media

When it comes to building a great racing brand, having a strong social media presence is no longer an option. Establishing a strong brand in the extremely fast-paced world of motor racing can be made considerably easier by leveraging the power of social media. A brand that is visible on various social media platforms including Facebook, Twitter and Instagram tends to be more successful at establishing a long-lasting emotional connection with the target audience. A brand that succeeds in humanizing itself finds it inherently easier to not only connect with fans, but investors, sponsors, and other key industry players as well.

Motor racing continues to grow in popularity in the USA. By ensuring that a brand is not only visible, but inclusive as well, its potential to remain relevant increases exponentially.