A clearly defined brand platform and tone of voice are the cornerstones of effective marketing communications. Here’s how we helped a successful sports client express the who, what, how and why of their brand.
Me and My Golf is an online video golf coaching programme established by PGA instructors Andy Proudman and Piers Ward. With a plan to grow the brand in the UK and internationally, our client needed a clear, consistent articulation of who they are, what they do, how and why – a united vision and means of expression to underpin all of their marketing efforts.
Drawing from our own research, audits and a workshop, we worked closely with the Me and My Golf team to map out the brand’s territory and build its identity, resulting in a unique proposition strongly rooted in the personal story of Andy and Piers. From this, we developed practical tone and voice and design guidelines embodying the style and personality that has made the instructors so popular within the golfing community.
Through this exercise we’ve helped to define a compelling voice for our client’s on-going brand communications. It also laid the foundation for us to devise a robust digital marketing plan, ensuring all activity – including a new website and an email strategy – builds on Me and My Golf’s successes.
Neil Dawson, Me and My Golf co-founder and commercial director, said: “With this work you’ve hit the nail on the head, summing up exactly what we’re about and how we should express that effectively to help engage and grow our membership.”
Me and My Golf