Whether you're an exclusive country club, a private city club, or a club that is open to the public, your brand is what establishes the foundation for nearly everything you do. 

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Your brand is not simply your logo. Your brand is the big underlying promise you make to your members. Your brand is timeless. It's your mission, vision and values statements. It's not about your features, your benefits, your facilities, your programs or even your history. Each of these elements are touchpoints for your brand, but they are not your brand.

 

In the most simple terms, your brand is your promise. It's the residue that is left in our minds after all the marketing is done. It's a feeling more than a thought. The best brands are magnetic. They attract. They foster pride. They can even fuel the "good kind" of jealousy.

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When your brand is strong, it's easier to attract members, justify dues and build support for assessments. 

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At Highline, we've taken the best practices of consumer and corporate branding and applied them to real estate, hospitality and civic organizations. The common thread is that our clients are place-based and earn revenue by serving people. Since 2022, we have worked with a limited number of private clubs to improve their branding and communications. While these clubs do not market to the general public, they do need to market internally to drive attendance at events, build support for facilities improvements, and generally improve how the brand is expressed across the property. 

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To help clubs elevate their approach to branding, here is a quick primer based on what we've learned through the years. 

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1 // An informed member is your best member.
In the absence of information, members assume the worst, and gossip, rumors, and private agendas can fill the void. Rarely is this helpful.

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Historically, private clubs have favored secrecy over transparency. However, today’s members want more information. Whether it’s a major project requiring an assessment or a minor policy change, members want to be informed.

 

This attention to communication is an opportunity to reinforce your mission and values. Both writing and design should meet the high standards members expect from the finest brands. Our advice: be straightforward, treat members as adults, and whenever possible, be brief.

 

2 // Every touchpoint sends a message.
Members notice everything, so consistency is critical. Just as we do for our corporate clients, we advise clubs to have—and follow—brand standards guidelines. If you don’t have a standards guide, we can share samples.​

 

Our brand standards include approved logos, logo variations, precise colors (including paint codes for facilities), typefaces, and decorative elements for various materials. With our extensive experience visiting top clubs worldwide, we offer fresh perspectives that help spot what daily routines may overlook.

 

3 // Your brand is your second most important asset.
If people are your number one asset, your reputation is number two. For some clubs, reputation earns the chance to host major events; for others, it attracts new members. Like luxury hotel brands, private clubs must guard their brand fiercely. Every expression of your brand—from your website and social media to public statements and communications with neighbors—matters. Your brand must be more than a mission statement on a wall; it must be ingrained in staff, reinforced by service, and respected by members.

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4 // You're never done.
The best brands are timeless but always evolving. For clubs, this doesn’t mean a new logo every year but finding ways to progress. Whether passing traditions to new members or updating facilities, your brand promise is the foundation for communicating with members. Done well, branding makes it easier to justify assessments or dues increases.

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5 // The best club brands leave room.

The best brands don't over-explain – they leave space where members can attach their own hopes and dreams. They start the sentence and allow members to finish it.

A private club's brand is more emotional than rational. It’s a feeling, a badge of pride, a sense of belonging. Over-explaining a club brand robs it of power. Effective branding balances communicating your promise while leaving room for members to feel their personal aspirations are fulfilled.​​

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If you're interested in learning more, send us an email. 

We would love to learn more and share our perspective. 

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