Strategic Consulting for Private Clubs, Destination Resorts and the Golf Industry

Brand Management

Your reputation is your business

Signature Group’s approach to Brand Management begins with our proprietary Brand Assessment process. Our goal is to help to define the organization’s brand; its strengths, weaknesses, opportunities and challenges. From this assessment a Brand Management process evolves into a blueprint to provide a clear vision as to where the organization’s leadership wants to head in the short and long term.

Signature Group provides support, industry knowledge, research, and due diligence for strategic planning processes. This support provides input into the business structure of the organization, as well as effective strategies for growth and positive impact on the value of underlying assets.

Signature Group’s Brand Management Strategies lead to the discovery of a brand’s distinction and the development of the most effective methods to communicate those brand attributes.

Realized through a set of Unique Selling Propositions (USPs), it is carried forward into the organization’s branding efforts — advertising, collaterals, direct mail, PR, web/online, etc. Without a point of distinction in marketing efforts, the message will more than likely be about features and benefits. That leads to the black hole of marketing — competing with other features and benefits providers, not with other brands.

A formal brand discovery process is initiated with Club ownership, Boards, and senior management, typically culminating in a structured planning ‘charette’ that is hosted and facilitated by Signature Group principals. The results of this planning meeting will often set the priorities for the future of the organization, following the deep immersion that takes place with the key stakeholders.

Among other things, Signature Group will assist in establishing realistic goals, timetables and identification of resources needed.