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Club Branding

People have a hard time articulating what really makes their Club special. When we work with companies on their strategic planning and branding, we ask Members and staff, “Why should someone be a Member at your Club?” Inevitably, the answers are always the same: because of the people, the sense of community, and because the Club is a home away from home.

Unfortunately, these values don’t differentiate your Club from another. In order to be successful, you need to define the essence of your Club’s values, purpose and vision. This is the DNA – the heartbeat and soul – of YOUR Club.
What’s Your Club’s Story?
SCS will help you define the essence of your Club. We’ll lead focus groups and listening sessions, interview key members of your team, and review your current messaging. We look for patterns and opportunities to create your story. Then, our creative team goes to work. We’ll help you weave this story into the fabric of your Club and all of your messaging. 
Instead of being a facilities and amenities conversation, we are tugging on neurotriggers that engage behavior.  Staff will benefit because they’ll deliver on the brand. Current Members will have a clear understanding of what their Club stands for, and will feel pride and want to serve as ambassadors for the Club. And, Prospective Members will immediately understand what makes your Club so special.
  • Opportunity Assessment reviewing:
    • Mission
    • Vision
    • Values
    • Messaging
    • Photos
    • Website
    • Marketing collateral
    • Membership materials and strategies
    • Member correspondence
    • Social media
    • Menu design review
  • Brand Identity featuring:
    • Brand Story
    • Mission
    • Vision
    • Personality
    • Emotions
    • Values
    • Core narrative
    • Communication keys
    • Nuggets of differentiation
    • Creative strategy
    • Photo direction
    • Photo shot list
  • Competitive Analysis
  • Member Messaging
  • Staff Messaging
  • Event marketing
  • 2D & 3D Space audits