I had a surprising experience at Crandon International Off-Road Raceway over the weekend. I was watching one of the pro truck races, enjoying the thrill of the trucks flying over the jumps and sliding around the corners, when I realized that I didn't recognize one of the trucks that was racing. Before you start guessing who this was, I am purposely leaving the name of this driver out of the story. It could easily have been almost anyone else in the field, if they were in the same situation.
The truck had bare, solid color panels and just a plain logo on the door. I had no idea who the driver was or what his story was until I finally got a chance to read the writing on the door: this was the same truck that my niece had been a huge fan of for the past few years, when it was wrapped with a sponsor’s livery. But this year, without the previous sponsor's branding all over the truck, he was practically invisible and completely unrecognizable to me. I felt bad for not recognizing him, and I wondered how many of his fans had the same experience.
This made me think about how effective racer branding is so much more than a sum of the sponsors on the panels. Sure, sponsors are important, and they provide valuable support and exposure for racers. But they are not the only thing that defines a racer's brand. A racer's brand is the overall impression that fans and partners have of them as a person and as a competitor. It's how they feel about them, what they think of them, and what they expect from them. And it should be consistent, recognizable, and memorable, regardless of the sponsors on the vehicle.
At the end of the day, if you took all the sponsor logos off your race vehicle, how would people still know it’s you? How can you create a strong brand that stands out and connects with your audience? Here are some tips:
Pick a color theme and stick with it.
One of the easiest ways to make your race vehicle stand out is to use a consistent color theme that reflects your personality and style. Think of some of the racers who do this well – and yes, I’m going to brag on my husband for a moment. If you see a purple vehicle on the track, sponsor branding aside, you’re probably thinking of VDE Racing. But there are others who do this well, too – think of Mickey Thomas’ flat grey, the VanEperens’ royal blue, or Nick Visser’s neon green. Even without logos or stickers, you’d probably know who’s driving. These trucks are instantly recognizable, even from a distance, because they use distinctive and consistent color themes that match their drivers' brands. Pick a color theme that suits you and stick with it. You can change the wrap or the style, but don’t stray from your color theme. Make it your signature.
Use consistent logos and iconography
Another way to make your racecar stand out is to use team logos and iconography that represent your brand. Let’s look outside of the racing world at another industry that relies heavily on fan recognition: recording artists. My hands-down, favorite band is instantly recognizable without seeing their name, but instead by seeing any of their consistent iconography they’ve used to build their brand. Let’s see how well it works – do you know which band I’m talking about, just by looking at this icon?
Or maybe this one?
If you’re not sure who I’m talking about, you probably didn’t have a punk phase. (It’s not a phase, dad, it’s a lifestyle.)
Joking aside, these logos and icons are simple, bold, and memorable, and they convey a sense of identity and attitude. How could you use an icon or image to portray who YOU are in a simple, memorable way? Consistent iconography helps fans and partners identify with your team and feel like they are part of something bigger. Design a logo or an icon that captures your brand essence and use them on your vehicle wrap, your merch, your website, and your social media. Make them your trademark.
Show your values.
We’ve talked about this before in our blog post “Why would someone buy a T-Shirt with your logo on it?” The most meaningful way to make your race vehicle stand out is to show your values. Your values are what you believe in, what you stand for, what you care about. They are the core of your brand and the foundation of your relationship with your fans and partners. These values are not just words, but actions. They are reflected in how you drive, how you treat others, how you handle challenges, and how you give back.
Show your values on your race vehicle, by choosing colors, logos, and icons that represent them. Does your brand lean into your support of veterans? Wrap your car in colors or patterns that represent those who serve.
Show your values on the track, with your unique driving style. I think of the late Kyle Leduc on this one – he didn’t need a number or even a single panel on his truck for you to know it was him. His driving style was skilled and precise, and his Scandinavian-flick corner entry was a signature of his brand.
Show your values off the track, in the way you speak, interact with your fans, and treat others. Use in-person interactions and social media to show your values in action through fundraisers, stunts, rants – whatever it is that you stand for and can do with passion.
A strong brand is a promise to your fans and partners that you will consistently deliver on what they feel, think, and expect from you, and a strong brand is a way to make your vehicle recognizable, regardless of the sponsors on it.
So next time you're at the track, or watching a race on TV, or browsing through social media, pay attention to the cars that catch your eye and the drivers that capture your interest. What makes them stand out? What makes them memorable? What makes them a brand? And then ask yourself: what makes you a brand?