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The Importance of Defining your Brand Identity within Motorsport

Whether it’s your first race in the Karting scene, or you’re a seasoned veteran in Motorsport, it’s important to have a defined brand. Fighting for sponsorship, keeping up with your social channels and otherwise working on your marketing can be difficult or fall by the wayside. However, all of these are critical to racing and therefore building your website and brand is important.

Creating your Brand

A recognisable brand is one of the most important things to consider. Vibrancy and familiarity will help you stand out during race weekends and improve your brand awareness online. One of the most important pieces of branding to cross off the list will be your logo. Your logo will appear everywhere: clothing, your helmet, driving suits, your website and more. Everything is your billboard and a well designed, recognisable logo is the perfect way to make your brand more appealing.

This also needs to be considered online – a well designed website and active social media channels will also improve your brand awareness and increase your reach.

Building and Defining Your Brand

There are simple ways to break down your brand to help build it. These can be outlined and worked on to begin defining your brand.

Visual Identity – One of the most important factors of a brand is how it displays visually. Think of some of the biggest brands you know – they’re all identifiable just by looking at them (Apple, Google, Heineken, Ferrari, etc.) – your own brand should be something that tells a story just by its visuals. Your colours, your logo and other parts of your brand should all be a reflection of yourself.

Your Story – From where you started to where you want to be in 5 years, it’s important to know it all. What are you goals for your current season? The next season? So on and so forth. Every brand tells a story, every brand has a story. It’s not just something you can put together with no rhyme or reason – it has to say something about you, where you’ve come from, and where you’re going to end up.

A Professional Website

We’ve discussed the importance of a professional website in another blog, but we will briefly summarise it here.

A website is the backbone of your digital presence. Used for sharing blogs, news articles and updates to your racing season, a website is a platform for your brand and therefore an integral part of your Motorsport career. A professionally designed site ensures that your brand is displayed in a concise and clear manner.

Your website is a great location to showcase your brand and personality. You have a clear idea of what your brand stands for but it’s equally important for your website to convey that.

Social Media

In the current age of Social Media, being active on your channels is no longer optional. With the fast paced nature of the industry, along with building relationships with your sponsors and your audience, an online Social Media presence is essential to building your brand.

It is a big commitment and can be a daunting prospect, but a growing Social Media presence is great evidence for your current and potential sponsors and a great platform for yourself and your audience.

For more on building your social media presence, check out our previous blog post here.

Approaching Sponsors

Being focused, ambitious and talented are just some of the qualities required to become a racing driver but that doesn’t necessarily translate to marketing and business skills. Your personality and skills are all great selling points for a sponsor, but without knowledge in the marketing industry it can be difficult to translate those selling points into a proposal.

With a defined brand, approaching and securing sponsors immediately becomes easier. Having a professionally designed website, an active social media presence and a recognisable logo is a simple way to get your foot in the door with potential sponsors.

There’s a lot to digest and unpack when it comes to gaining sponsors. We created a blog to help.


Your brand should reflect you. Creating and building your brand can be a daunting prospect and it’s more than just mocking up a logo and slapping it on any and all pieces of marketing.

For help on defining your brand, and the next steps to growing your brand, take a look at our Digital Launch Packages.

Contact our team today for your free digital consultation.

A few quick questions and a scan of your brands online profile, then our digital strategy experts will combine their findings and send you a recommended plan of action to hit your business goals online.

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