Even though motorsports is a team sport, as a driver, you need to make sure that you build your own personal brand as well.
Having your own personal public presence and social media following is attractive to sponsors and allows you to stand out from the rest of the drivers looking to fund their ambitions.
Here are some simple steps to creating your own individual personal brand.
Have a voice
Are you funny, upbeat or matter-of-fact? Sarcastic? See things from a different point of view than most people?
Having a unique perspective is a great thing to share. This helps you stand out from the crowd. Develop social media posts that reflect your personal point of view. People are drawn to authenticity. Having something to say is attractive to your audience.
A note of caution: Make sure your voice is a positive one. Even those social media accounts known for their extreme takes are careful to establish boundaries. The majority of sponsors have their own corporate and commercial concerns, make sure your voice doesn’t jeopardise their business image.
Have a vision
What is your goal in creating a personal brand? Standing out to sponsors is a positive but does not unite your message.
Are you looking to bring in new fans to the thrill of motorsports? Maybe you want to turn the casual fan into a more serious fan.
Are you looking to attract younger people as fans? You cannot do everything at once. Pick a place to start and concentrate your efforts on a specific goal.
Having a vision and a goal allows you to focus your efforts. It takes a lot of time or a big team to do all forms of social media well. By having a focus to your branding, you can narrow down the areas that require your attention. You need to do the things you do well. You don’t need to do all the things.
Find your X Factor
This is the thing that makes you stand out from the field. This can be as simple as being from somewhere most people aren’t or being different in some way.
We all want to fit in but everyone has a quality that makes them stand out from the crowd. Identify this quality in yourself. If you are struggling with this, ask a few close friends. Ask a few devoted fans. Find out what people already like about you. You may be surprised. Once you have identified this, begin to emphasize this in your marketing materials.
A personal brand may seem complicated but beginning the branding process doesn’t have to involve taking numerous steps and spending loads of money. It only takes a little time, a little self-discovery, and a little planning.
This early investment will save you tons of time and effort overall and make the time you spend more efficient. The payoff is strong, unified message that you communicate to your fans and the world.