Out of all the drivers on the Formula 1 grid today, which name comes to your mind first? And which name comes to your mind last?
A driver's branding will have been an important factor in how you answered these 2 questions. Sure, being a 7-time world champion definitely helps, but often the most famous or most memorable driver is not always a world champion.
At DCM, driver branding isn't just a logo or a website. In our view, driver branding is the entire package that comes with promoting the identity and unique selling points - USPs - of a driver. Our team goes to great lengths to learn about the background, personality, interests and USPs of our drivers. This exploration enables us to create a Brand Book for each of our drivers, which everyone in our team is required to use in connection with all our management services for drivers.
Our driver branding process involves 2 steps, which we carry out with each of our drivers. The first is to determine the demographic of our target audience and to prioritise groups within this target audience. The second step is to design a brand that is authentic, relatable and memorable. Having completed these 2 steps, we're ready to start promoting the brand to reach our target audience via the channels that are most popular among our priority audience groups. With a unique, powerful and exciting brand, we significantly expand the fanbase and increase the commercial value of our drivers.