Why Your Country Club Needs a Brand Refresh: Tips on Updating Website, Brochures, Social Media, Photos, Video & More
Country clubs are a place for members to socialize, relax, and participate in recreational activities. As with any business, country clubs need to keep up with changing trends and remain competitive in the market. One way to do this is by having a brand refresh. In this blog post, we will discuss the importance of a brand refresh for country clubs and provide tips on updating the website, brochures, social media, photos, video, and more to stay competitive in the market.
Importance of Brand Refresh
A brand refresh can bring many benefits to a country club. It can increase brand recognition and loyalty, attract new members, and improve customer perception. An outdated brand can make a country club seem irrelevant, unprofessional, and unappealing to potential members. By refreshing the brand, country clubs can create a new and modern image that reflects their current values and services.
Updating Website Design
A modern and user-friendly website design is crucial for any business. A country club's website should be easy to navigate, visually appealing, and informative. Tips for updating website design include simplifying navigation, incorporating visual elements, and optimizing for mobile devices. Do not fall into the trap of style over substance though, make sure your website is user friendly first, and visually appealing second. It doesn’t matter how great your website looks if the user cannot navigate it and get to information that will qualify them as a prospect.
Rebranding Social Media
Social media is an important marketing tool for country clubs. Rebranding social media to reflect a new and modern brand image is essential. Tips for rebranding social media include updating profile pictures and bios, creating a content strategy, and optimizing for each social media platform. Try to post 5 times a week on all your platforms. Recency bias is a thing, the more a prospect sees your clubs, the more likely you are to affect that decision making process.
Updating Photos
Updating photos to reflect the new brand image is important for maintaining consistency across all marketing channels. Tips for updating photos include hiring a professional photographer, incorporating visual elements that reflect the new brand image, and using high-quality images. We recommend you update photography anytime new amenities are added to ensure it represents the updated state of your club. Additionally, during these updates/construction is a great time to make one of the social media posts we talked about above.
Shooting New Video
Video is an engaging and effective way to showcase a country club's services and facilities. Shooting new videos to reflect the new brand image is essential. Tips for shooting new video include hiring a professional videographer, incorporating visual elements that reflect the new brand image, and showcasing a range of activities and services. Videos can tell a story better than a photo can. Videos can include time lapses, testimonials, drone footage of holes, and more. This video can be used for several purposes including social media content, YouTube content, and website content.
Rebranding Brochures
Brochures are an important marketing tool for country clubs. Rebranding brochures to reflect the new brand image is essential. Tips for rebranding brochures include updating the design, incorporating visual elements that reflect the new brand image, and highlighting the country club's unique services and facilities. Your brochure is a representation of the club that the prospect brings home. Make sure this highlights the best parts of your club with high definition photos and copy that excites the prospective member.
Incorporating Brand Refresh into Marketing Strategy
Incorporating the brand refresh into the country club's overall marketing strategy is crucial. A comprehensive marketing plan that includes the updated brand image across all marketing channels is essential for creating a cohesive and effective marketing campaign. Tips for incorporating the brand refresh into the marketing strategy include creating a clear and consistent message, using a variety of marketing channels, and monitoring and adjusting the campaign as needed. Always keep in mind that marketing is geared towards prospective and current members. Ultimately your marketing message must resonate with their thoughts and feelings. It doesn’t matter if you like it, it only matters if your prospective members like it.
Conclusion
A brand refresh is critical for country clubs to stay competitive in the market. Updating the website, brochures, social media, photos, video, and more can elevate a country club's brand image and boost its success. Country club owners and managers should take action and implement a brand refresh to create a new and modern image that reflects their current values and services. By doing so, they can attract new members and improve customer perception, ultimately leading to increased success and profitability.
