How do I discover my personal brand as a new racer and find companies that match it?

The key is to be yourself and not fake it - consumers will see through inauthenticity. Look at other brands and athletes you aspire to be like, but bring your own style. Differentiation is crucial - during the birth of freestyle motocross, the Metal Militia and Brian Deegan stood out by deciding to be 'the bad guys' while Travis Pastrana was genuine, a bit goofy, talented but fun and approachable. Both were different characters that found success. Brands want to associate with authentic racers because social media algorithms are throttling brand content, making them need more authentic, organic ways to get their messaging out.