Robert A. Sereci, CCM, General Manager/Chief Operating Officer, Medinah (Ill.) Country Club, says branding isn’t just for cattle anymore. But just as a rancher brands cows to show ownership, managers should own, nurture and care for their club, and claim it appropriately with a consistent and well-defined brand that goes beyond mission statements and vision, to state who you are and why you do what you do.
While many clubs do not have a formal, documented brand strategy, most clubs incorporate some aspects relating to their brand into their strategic plan. A club’s mission and vision are also part of a brand strategy. So are public-relations and social-media policies, as well as a logo guideline.
Even with the sixth-most iconic clubhouse in the world and international recognition through its hosting of major golf tournaments and the Ryder Cup, Medinah CC was still below member capacity before embarking on a repositioning of its brand to return to its family-centric roots.
The challenge is that all of these components are not in one document and front-and-center for easy reference. Branding is multi-faceted and deserves a holistic framework and a strategic approach. Your brand strategy is a guiding light, helping you drive your purpose and direction. Absent of these agreed-upon guiding principles, it becomes difficult for managers and Boards to make unified, important decisions.
If your brand promise is to be the employer of choice, your recruiting needs should be minimal, as attracting talented and qualified candidates is a simpler proposition. If your brand promise is that you care about your community outside your gates, providing food and supplies to first responders is probably a no-brainer.
At Medinah, the coronavirus pandemic not only put our strategic plans to the test, but also our brand promise. Your members, prospective members, employees, vendors and guests, as well as the general public, are continually formulating opinions about your club, especially during these turbulent times. None of these segments care what you drafted in your plan, but they’ll notice how well or how poorly you implement it. And when facing trying times, as in a pandemic, people may attempt to define you, whether accurately or not.
Strong branding allows you to define your club and how you are perceived, even during the most challenging times. As the saying goes, it’s a bit of “don’t tell me, show me.”
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