Positioning Your Brand to Win the Race




The motorsports industry has just as many, if not more, media members as it does racers. These media members, whether they be photographers, videographers, or photojournalists, typically offer similar services and products and must compete to win the business of their target audience. (For the sake of this post we will focus on the media side of the industry, but the basic concepts can certainly be applied to manufacturers competing for consumer business or race teams competing for sponsorship dollars as well). Strong brand positioning sets a brand apart from its competitors and connects the brand with its target audience to better meet business objectives.


Understand What Sets Your Brand Apart

To focus on brand positioning, we will agree that all brands within motorsports media are competing to win business from similar target audiences, mainly racers or manufacturers. The key to brand positioning is understanding what you offer that your competitors do not. Do you specialize in vlogs? Do you also develop marketing materials for clients? Do you offer personalized photo shoots? While the motorsports media umbrella covers a lot of members, not all of us offer the same services. By defining and communicating the unique benefits that your brand offers, you will be able to make connections with your target audience and foster stronger brand loyalty. The overall goal is to be “favorable, different, and credible in consumers’ minds” (Patel, https://www.datatech.guru/archives/1449).