Creating a golf identity to allow a young PGA Pro to develop his brand

Without realising it, thirty or so of us gathered around Daniel Wood, the Scottish golf professional, the other night and witnessed a demonstration of not only how to hit a range of golf shots but how to line up the important components of a solid brand.

What Daniel also did inadvertently, at his inaugural golf clinic, was to demonstrate his own understanding of the importance of lining up the key factors that affect the success of a brand.

He explained to his audience what he planned to do and why. He executed a range of shots that every amateur dreams of being able to play and gave clear guidance on how the shots can be achieved. He communicated not simply what he is capable of doing personally but what he could do for us. His friendly, unassuming style, won us over and I’m sure that everyone present could see him as our coach.

We have worked with Daniel to create a new identity and a brand new website, which was launched recently. Daniel is young and progressive and we wanted the identity to project exactly that, as well as having all the usual attributes of being easy to apply etc.

His website is strong with clear navigation and the ability to quickly get to the information needed. Daniel has been great to work with and we believe that both the identity and the website, are a good reflection of his dynamic yet accessible attitude. He has a great setup and in our opinion the ability and temperament to both win professional tournaments, and to help us to get our handicaps down.

It’s refreshing to see a young golf professional with such a rounded attitude to his playing and coaching career – the Hirsel Golf Club is lucky to have him.

www.danielwoodgolf.co.uk

 

Two and Two Makes Five

It never ceases to amaze me, how the human brain is capable of tricking us into thinking that we have assessed people and situations correctly and that the opinions we have formed are an accurate representation of reality.

We are also very good at coming to the conclusion that the best and most effective solutions, are to be found in another place or at a much higher price. Well, on one count I’ve been guilty of all of the above in the last couple of years.

My golf club, the Hirsel at Coldstream, appointed a young PGA professional a couple of years ago and within weeks, I had assessed him as someone who would not be remotely interested in helping an ageing, mid handicap golfer like me and in any event, what could a young ‘slip of a lad’, setting up 500 yards from my house, possibly tell me about my ‘out-to-in’ swing, that some of the best coaches in the country haven’t already told me.

How wrong could I have been? The young pro has a fantastic attitude to people of all ages and abilities and has clearly dedicated himself to the ‘art’ not ‘science’ of communicating the technical information, in a language that we can all understand.

Apart from his obvious teaching ability, he pulls out all the stops to give the best prices he possibly can for equipment, footwear and apparel, which adds to the trust and confidence he has earned at our club.

I’ve moved from driving 50 miles for a golf lesson to walking across the golf club car park. I now spend my golf equipment budget at the pro shop, rather than surfing the internet, in an attempt to save a pound or two.

In all walks of life, individuals and companies seem to form incorrect judgements on ability, competence and value, based on either the wrong criteria or what they have been indoctrinated to believe.

As with all things, shouldn’t we try to get the balance right, by seeking out the knowledge and experience we need, as close to home as possible? We could be pleasantly surprised.