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Branding

The Eagle design studio has considerable experience when it comes to the design process of creating detailed briefs in terms of the brand journey. Some of our designers have been working in digital design, specifi cally within the golf industry, for over 20 years. Our design team have successfully completed over 50 branding projects at clubs across the UK so we are well experienced in working with clubs to maximise the branding opportunities.

We provide your club with a colour palette, supporting typefaces, logo files and an easy to use guide, all of which are necessary to drive your club forward.

It is important to shape how you are being perceived by your members and visitors. At every stage in the customer journey, judgments are being made about your golf club. From viewing your website to driving through the gates, at every touch-point it is vitally important that you are creating a consistent impression that is aligned to what you stand for as a club.

As a leading provider of branded products, we believe it is our responsibility to provide you with a consistent strategy so you can create a professional and impressive customer journey. It is vital that there is a central strategy so that your golf club is consistent across all touch points.

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The Power of Vector

The “swoosh” of Nike….the three pointed star of Mercedes- Benz….the “Dynamic Ribbon Device” or white “wave” of Coca-Cola…..all are iconic and instantly recogniseable.

The logo is the visual identity of these great brands and in fact, a recoognisable logo identifies every great golf club. It has to be instantly recognisable. It has to stand out and grab attention. It has to be clear.

Our digital vector service will turn your old fuzzy logo into clean vectors that can be scaled to any size without losing resolution. Our graphics studio have many years of experience, day-in-day-out, of vectorizing images.

We will start the process here by enhancing the quality of the existing logo before we start to analyse, re-work and refi ne it. Remember, we are not about destroying and removing what you have; rather positively deconstructing and then re-building in order to make things better.

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The Branding Process


This is focused on the positioning of branding  

What it is? Why do it?

Branding is a detailed and complex concept. It is a promise about who you are and what you deliver. It is your identity and what defines you. Branding is a process that constructs a series of positive perceptions in the mind’s of your customers so that they recognise you and relate to you. Branding has many key areas that Eagle specifically will discuss and review with a club in order to establish and understand the brand journey that the club wishes to take. 

Eagle will conduct a detailed audit and then in turn produce a strategy brief for the club. For this audit to be most eff ective, we would look to visit your club to get a very good understanding of who you are and how you operate. We cannot successfully achieve branding objectives if we cannot understand who you are; and to understand you, we need to meet you and experience you.

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Stage One:

Brand Discovery
Initial Brief

We need to understand what you are thinking with regards to branding and in turn, we would also want to position the concept of branding and our services to you.

At this initial stage, Eagle will provide the club with an outline of the branding journey. We will share some case study examples of branding to highlight the brand journey to you. Each brand journey is diff erent - it can be a relatively small one or in fact, much larger if the club is looking to embrace a full brand review. What is very important here is for your club to see is that in reviewing these case studies, there are clear, tangible and positive returns – i.e. clubs have shared the examples with us of increased revenue and increased member satisfaction when the full brand journey was undertaken and completed.

To conclude this initial stage, we will review with the club with a branding questionnaire once completed provides us with a key understanding of what is it that you want to change, what it is that you want to keep, and what it is you would like to achieve. The key here is to discover as much information as possible

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Stage Two:

Brand Strategy and Audit

This is focused on the positioning of branding

What it is? Why do it?

Branding is a detailed and complex concept. It is a promise about who you are and what you deliver. It is your identity and what defi nes you. Branding is a process that constructs a series of positive perceptions in the mind’s of your customers so that they recognise you and relate to you. Branding has many key areas that Eagle specifically will discuss and review with a club in order to establish and understand the brand journey that the club wishes to take.

Eagle will conduct a detailed audit and then in turn produce a strategy brief for the club. For this audit to be most eff ective, we would look to visit your club to get a very good understanding of who you are and how you operate. We cannot successfully achieve branding objectives if we cannot understand who you are; and to understand you, we need to meet you and experience you.

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Stage Three:

Brand Identity - Development
3 Proposed Logos

A logo is the visual identity of any brand. In terms of logo development there are two key objectives to consider:

(i) the logo should be instantly recogniseable;
(ii) upon recognising the logo, people will then instantly associate it with the brand.

Logo development is an absolute key fundamental to a brand journey. Consequently, this process will take three to four weeks to complete. Once completed, Eagle will provide the club with a detailed brief as to how we have arrived at three proposed logos for the club to consider. This is not simply a re-working of an existing logo; similarly it is not necessarily a dramatic departure. Rather, it is about conducting a tremendous amount of research in order to produce logo samples.

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Stage Four:

Brand Identity - Consolidation
Detailed single logo with non-live artwork

After the development of three proposed logos, the next step is the key - we will identify and recommend a single, definitive logo for your club. This is where we willl consolidate the work undertaken to date and we will then produce artwork samples that will steer and guide the club how to best to embrace and represent the new logo. At this point, the logo truly becomes “living and breathing” within the club.

Eagle will ensure there is wide and dynamic series of artwork representations and ideas for the logo during this stage of the brand journey. This is not simply a case of how the logo can be used and where the logo can go; rather it is a detailed brief as to how to best represent the logo in all marketing, advertising and other promotional activity so as to ensure maximum and sustained returns for the club.

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Stage Five:

Brand Guidelines
Supply of live artwork files and Brand Guidelines

An extensive suite of fi les including all media will be produced and be available, so that the club can now eff ectively complete the brand journey. The tools and guidance will now be in place for the club to achieve greater success. The club is now in a stronger, more defi ned and more dynamic position

However, this is not the absolute end of the journey. If you require additional support or guidance, Eagle is there to help. All of our branding projects have two things in common: they have all been successfull and we have continued to stay in contact with the clubs and extend our support. We want to see you succeed and for that reason, we will be available for future reference.

Our Work

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Rochester and Cobham Park

The Golf Club Secretary (GCS) is a monthly newsletter which keeps you and your committee up to date on all the latest developments affecting the management of Golf Clubs and the game of golf.


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Limpsfield Chart Golf Club

EAGLE thoroughly enjoyed working with Limpsfield Chart to produce a new identity for the Club. They now have all the foundations in place to be successful going forward and I think they are a great example for any Club that is looking to navigate through the uncertainty that lies ahead.

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Burnham & Berrow Golf Club

Burnham & Berrow are always looking to improve and innovate to stay atop the list of courses to play for golfers all over the country, so maintaining a strong and memorable identity is imperative.