| Of the multitude of books you see on branding, | | | | FedEx owns overnight; Dave Pelz owns the short |
| most have a huge problem - they are written by | | | | game. What words does your operation own? |
| people with multi-million dollar budgets. People who | | | | 5. Consistent message. I am constantly amazed |
| think nothing of wasting 2.5 million on a 30 second | | | | by the number of clubs and equipment companies |
| TV spot during the Super Bowl (this year's cost!) | | | | that change their message from year to year. In |
| that no one remembers the next day! | | | | fact, I recently talked to a club owner who |
| At my golf marketing seminars, I don't talk a lot | | | | proudly showed me 22 different ads he ran the |
| about branding, because it's just NOT as high on | | | | previous year all with different headlines and tag |
| the food chain as most ad agencies or designers | | | | lines. Testing is a good idea, but change for the |
| would have you believe. Most people I deal with | | | | sake of Variety is not! |
| are FAR more concerned with actually making | | | | 6. Consistent look and feel. You can't say you are |
| money than building a brand. Having said that, the | | | | the most beautiful resort in the state and run |
| concept of branding should not be ignored, and if | | | | your ads in black and white on 20 lb. bond. Beauty |
| you follow a few simple rules, your brand can be | | | | calls for high gloss and thick paper. Make the look |
| quickly enhanced without the billion dollar budgets. | | | | and feel of your collateral match the specific |
| | | | location, demographics and facilities you offer. |
| 1. Consistent use of name. Before I start branding | | | | 7. Consistent exposure. One of the reasons I |
| any name, I'd ask myself, "is it really a good | | | | focus more efforts on results than brand is that |
| name. Is it unique?" You can change; I changed | | | | building a real brand in any market takes mucho |
| my company's name twice before getting it right | | | | time, money and exposure. If your brand is not |
| with Legendary Marketing! | | | | out there constantly in a big way, it won't stick. |
| 2. Consistent use of logo. I was at a club recently | | | | You need on going PR and media presence of |
| that had seven totally different logos on its golf | | | | some kind. |
| hats. Perhaps the buyer was related to Sybil? | | | | 8. Consistent delivery of promise. Your brand has |
| (The woman with 32 different personalities.) | | | | to be backed by delivery of the implied promise. |
| Anyway, first make sure the logo defines who | | | | You can't promise the best greens in town and |
| you are, looks good on a shirt and is desirable. | | | | then have them covered with fungus when |
| THINK Greg Norman's SHARK, BRILLIANT! Not | | | | players arrive. |
| Arnie's umbrella. I mean no disrespect to the King, | | | | 9. Consistent and Quality customer contact. A lot |
| but was that even a good idea in 1960? | | | | of clubs blast everyone in their database a |
| 3. Consistent use of colors. As you may know, | | | | discount offer. High end resorts usually specialize in |
| Legendary Marketing uses orange! The Raiders | | | | bland John Doe 'return to see us' letters. Both are |
| are silver and black, English sports cars are racing | | | | contact...neither is quality content. |
| green, Ferraris are red, Ping Tour bags are white. | | | | 10. Consistent use of viral tools to spread the |
| What's your club's color? | | | | word. Perhaps the most overlooked way to build |
| 4. Consistent use of USP. Most clubs simply don't | | | | your brand is to provide your frontline employees |
| have a Unique Selling Proposition, and that is a | | | | and customers with the tools to spread your |
| huge mistake. Not having one lessens the power | | | | brand for you. Things like bag tags, yardage |
| of your brand and every piece of marketing you | | | | books and audio CDs packed full of Great Golf |
| do by 300% or more in customer recall! | | | | Stories For Your Drive Home. Reinforce the brand |
| For Example, Garland is Michigan's Most Beautiful | | | | long after a player has left your property. |
| Golf Resort, is a simple, strong and versatile USP! | | | | |