Building a ‘Top Gear’ brand by Rebecca Sloan

Rebecca Sloan of Kinetic Communications

There have been reported sightings of Top Gear presenters Jeremy Clarkson and James May near Birmingham’s Jewellery Quarter today.

The duo, who have built up a loyal following (and generous salaries that reflects their pulling power) are synonymous with cars, crazy antics and casualties (generally the old, rusty and metallic kind).

It’s their individual (and collective) brands, however, which have played such an important part in getting their careers to where they are today. Whether you love them or loathe them, Jeremy Clarkson and James May have built strong, successful brands.

At Kinetic Communications we see a lot of businesses struggling to identify their own brand and unique selling point.  Using the same guiding principles as those used by the Top Gear presenters, we’ve come up with top tips for developing a strong brand:

  1. Clear – be crystal clear on what it is you do, how you do it and why. You need to be able to articulate your offering in a single sentence.  Any longer and you’re at risk of confusing your brand.
  2. Defined – it’s impossible to please everyone, so don’t try. Identify your target client/customer and do everything you can to support and appeal to them.  A small, but loyal group of brand advocates is more powerful than a larger, more ambivalent market.
  3. Personable – the old saying of ‘people buy people, not business’ is true.  Encourage people to get to know the team both online (through website profiles, Twitter and LinkedIn accounts) and offline (attendance at networking and speaker events).
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