THE 4 TRAITS OF HIGH PERFORMING (PRIVATE CLUB) BRANDS

1. KNOW YOUR SWEET SPOT

Your sweet spot is defined by something simple, but vitally important – it’s what your audience aspires to and desires. The more you are able to answer that, the more you become relevant. And the more relevant, the more valuable. The more commonplace and average your offering, the less valuable. High performing brands communicate their value in a way that is clear and concise, without watering down their messaging to try to appeal to everyone.

2. SIMPLIFY COMPLEXITIES

Clubs tend to think the more features, benefits, amenities, awards, distinctions, etc. they can pack into their brand messaging, the better. The best brands know differently: they know that simplicity is how attention is gained, and held, and that most of those brags are not important to your audience. Just like in human relationships, your audience won’t care about all those awards you’ve won until they get to know you first. Keep it simple upfront, and concentrate your complexities down to what matters most to your audience.

3. STAND FOR SOMETHING REAL

Vague ambiguous offerings are suspect. Having ‘The Ultimate Golf Experience’ doesn’t say anything. A cousin to simplicity is authenticity, really standing for something that you can back up. Don’t follow trends. Don’t submit to superlatives. The best brands own a defensible position in their market. It’s good to be best, but it’s usually better to be different.

4. GREAT DESIGN USES VISUALS, WORDS AND EXPERIENCES

Design is to branding what aroma is to food, it hints at what’s about to come. It is the preamble to what will soon be in front of you. It resonates emotionally. And great design relies on experiences as much as great images and words to maximize differentiation. Top lifestyle brands use design not merely to “inform” but instead “to engage.”  Often the biggest brand design opportunities for clubs are not websites and collateral materials, but the experiences designed for prospects, members (especially new ones), and their guests.