The Process of Branding

Process. Schedules. Numbers. Results. Together, at the core of a club executive’s management success. When it comes to club “branding” — increasingly on the minds of many of the club managers we talk with — a lot of GMs seem at a bit of a loss. Is there a process for defining, changing, instituting and even promoting a club brand? Are there steps a club should undertake in evolving the very things it stands for? Can the results be measured?

In a word, yes.

The best time to consider your brand, frankly, is anytime it’s necessary: when your brand is relevant but not well enough known, when it has evolved but old perceptions linger, or when it has grown irrelevant and needs to change.

That said, we believe an ideal opportunity for addressing brand is when you’re evaluating and planning for the future. What better time to define not just who you are but who you’ll be, than when you’re mapping out your club’s evolution. Consider brand definition a step in a methodical planning process.

We recognize the inherent opportunity when a club undertakes major change — the opportunity to refine and/or define itself for the future. So much so, in fact, that we’ve built branding into our planning process. If you’d like a more in depth look at Chambers’ branding approach, please feel free to get in touch.

More on branding: What’s Brand Got to Do with It?