Winning redefined, a new brand positioning for MP Motorsport

Abstract

MP Motorsport is a talent educating race team participating in the classes below the Formula 1. The problem with the lower classes and therefore MP Motorsport as well is that these classes don’t get much attention and exposure. As a company run by people with passion the branding and positioning is more something that naturally emerged from this passion rather than a series of conscious decisions. This makes it fragile. A more conscious strategy and vision on how MP Motorsport needs to be branded and positioned against their competition that is more than “look how cool racing is” is needed to become more attractive for sponsoring. This report describes the process from analysis to finding the right positioning and an advise for a new brand identity and an implementation plan to help becoming more attractive for sponsoring goals. The analysis done with employees showed a unique characteristic that will help the team to position themselves against the competition; the family atmosphere. This atmosphere is what also characterises their contradictory personality. This personality is on one hand leading and ambitious and on the other hand modest and involved. Competition and stakeholder analysis have been performed to find the right combination of being unique to the competition, desirable for the stakeholders (the fans and sponsors) and builds upon the core strengths of the company. Then using the brand key model, a positioning is made with the essence: Be your best self. The belief, “in everyone hides a talent” and values like “everyone is equal” and “together we succeed” combined with the essence and the positioning resulted in a brand story that describes the feeling MP Motorsport wants to communicate. To manifestate the brand, an advise has been set up for a tone of voice and tone of image. Wrapped in a concept called “winning redefined” this advise is part of the whole implementation plan that should lead the way for the team to implement the newly created brand in short and long term actions. In 3 phases MP Motorsport is advised to start with a clear brand introduction to the target groups Gen Z and potential sponsors. The next phase revolves around creating a community to attract both Gen Z talents and subsequently sponsors to interact with the team and each other. Finally the last phase is long term focused and aims for sustainable growth. In this phase the community is established and can expect various opportunities to discover and develop a whole range of talents, sponsors and gen z are connected to each other via MP Motorsport and the team is able to finance the lower classes without the pressure of the money drivers bring along.