Brand analysis: Ferrari and Mclaren (a review)

    Below Mercedes AMG Petronas Motorsport and Red Bull Racing Honda, the Formula 1 Constructors' Championship third and fourth place are disputed by Ferrari and Mclaren, two teams with brands very different from each other. In this review, we shall briefly compare the two of them on three different aspects: colours and design, community management and overall image on motorsport.
COLOURS AND DESIGN
    Ferrari colours have always been red, yellow and white. For instance, in the current season, cars are primarily red, with details such as drivers' numbers in white. The latter colour is also used for framing the images posted on social media, something distinctive to the team. Also, in case these images include a picture of the drivers, they usually are formally standing on their race suits.
    On the other hand, Mclaren colours currently are orange and blue. Curiously, these colours are commonly associated with freshness, honesty and youth, blue also representing calmness while orange adds a vibrant liveliness. Evidence of this lively and somewhat joyful personality of the brand are the drivers' race suits (with colourful stripes on the outer side of the right leg) and the shapes used in the images and videos (mostly consisting of triangles, alongside strips as well).
COMMUNITY MANAGEMENT
    With regards to social media, Ferrari usually posts about the preparations for races, some illustrations (or 'cover arts') and drivers' content, besides pictures from the races, the promotion of merchandise and their 'Wallpaper Wednesday.' Captions mostly feature smiling emoji and some tags. They also have the two drivers competing with each other in frequent challenges which they upload to YouTube, and film Grand Prix recaps, too.
    Mclaren, in contrast, post funny videos, messages from the drivers after each race, more frequent pictures of each of the two (especially out of the track), some collages or edits, and even old photos. Instead of Grand Prix recaps, they do 'Mclaren unboxed' for YouTube, and other types of videos usually include drivers' reactions or them trying out food from different origins. Their tone is lively and joyful as previously described, which matches the target audience given that Mclaren fans are mostly from a younger audience.
OVERALL IMAGE AND TONE
    As we just described, Mclaren targets its content to a younger audience hence their tone in the copywriting, the colours, shapes and kind of content. Their relationship with fans is put especial emphasis on as seen in videos such as Norris' reaction to fanart, their latest 'fan heist' video or in the recurrent internal jokes such as 'papaya army,' which is just a name for the fan community.
    This approach, however, is very different from Ferrari's, not because their interactions with fans are non-existent, but because Ferrari aims towards a more formal image. Therefore, their messages are mostly motivational (i.e. "Looking forward to the challenge ahead") and casually funny yet never familiar. This is, too, a very important aspect of the brand, considered a classic in both the car market and motorsport.
CONCLUSION
    On the whole, we have briefly analysed and compared the branding techniques of Scuderia Ferrari and Mclaren F1 team on the design aspect, their community management and overall image and tone, and found out that Mclaren has more of a joyful and familiar tone, while Ferrari maintains its classical and formal image.

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