Branding is the Next Evolution for Golf Clubs

It’s pretty incredible the popularity of golf right now. Courses are as busy as they’ve ever been, and there’s no slowdown in slight. When things are going well, it’s hard to foresee a time when they might go in a different direction. Whether golf will remain one of the fastest growing sports is up for debate, but continuing to provide top-notch service and playing conditions is a sure way to continue pleasing those who play at your course.

Some clubs double-down on busy times and invest in bigger and better amenities for their golfers and members. Golf course renovations, improvements in the clubhouse, or adding amenities such as new dining areas or pickleball courts. But there’s another area where clubs and golf courses can focus attention and investments: branding.

One of the main reasons why the popularity of golf is growing is because different demographics of people are taking an interest in the game. Younger generations, juniors, and women are more interested in golf now than ever before. The game of golf is shifting from an elite, rich-person’s game to a game that is healthy, a great way to spend time outside, and one that can be enjoyed by everyone.

Accompanying golf’s demographic changes are consumer needs. Today’s consumers, especially younger consumers like those taking up golf today, are concerned about and focused on different things that encourage different buying habits.

Consumers today are environmentally sensitive, cautious about how companies operate, and, most importantly, aware of branding and how companies present themselves.

The good news is that golf courses are uniquely positioned to stand out to consumers in all three areas. This makes golf attractive to people… especially if their brand is portrayed in a way that reflects their uniqueness!

Golf courses have traditionally been bland and uniform when it comes to marketing and branding, and slow to adapt to new technology. There are awesome technological advances and tech companies making an impact on the golf industry, and it’s time for the industry to update its branding too.

All clubs and courses have something special that they can offer or use to attract people to their club. And attracting people to the club is about more than just filling the tee sheet. Branding in golf today should be about building customer relationships, cultivating members, and building retention that encourages loyalty.

Let’s go beyond a cookie-cutter website and social media posts encouraging a daily green fee special. Let’s discover what’s special and unique about your club and use it to bring people together. Golf has always been about community. It’s time for branding to reflect the community that clubs and courses want to build.