_Dec/drivingthebrand.jpg "Driving the Brand")
Owning a profitable small business isn’t quite the same as owning a “brand.” Even for large companies it’s tough to hit that branding sweet spot—the place where a name plus a symbol and maybe a tagline combine to symbolize consistently unique quality to customers.
That’s one of many reasons why the current arrangement between Independence Golf Club and Lexus of Richmond is downright brilliant. In May 2014, the semi-private facility in central Virginia shut down its course and undertook renovations that included an impressive sustainability factor. When the project was done, Independence Golf Club announced that it had “reopened with revamped facilities and a strong, eco-friendly focus” that included using “earth-friendly fertilizers, grasses that require less water and our own locally-dug well.”
Extending the rhetoric, management declared its ongoing commitment to innovative techniques for improving the environment. It backed up that claim by bringing two brand-new Lexus CT hybrids on property as its beverage carts, officially designating them PAVs, or Player Assistance Vehicles. Electric-powered beverage carts are rare, but not unheard of, and yet for Independence Golf Club to call itself “the only golf course in the world using hybrid cars in this manner” is a very sturdy and impressive claim. Uniqueness and branding go hand in glove, as the marketing experts continually point out.
“Golfers respond very enthusiastically to our Lexus vehicles,” reports Giff Breed, president of Independence. “They pose for pictures with them.” The passenger front seats are removed to make room for coolers, but functionality isn’t a problem, according to Breed. And because of the comfort, quiet, air-conditioning and satellite radio accessories, it’s easier to hire drivers who will bring the upbeat energy that beverage cart driving requires.
Meanwhile, lower gas consumption, reduced emissions and the near-total lack of engine noise are all obvious benefits for golfers to appreciate. From there, the two parties teamed up to pour on the value, point by point. The club created preferred parking for Lexus of Richmond customers. The dealership, in turn, announced that any Lexus owner who patronized Independence Golf Club could have their vehicle picked up, serviced, cleaned and returned to the club at no additional charge. Then, building on a competitive advantage the golf facility already enjoyed—its renowned, scaled-up junior golf camps—the Lexus dealership funded two full scholarships to the Robins Junior Program, one each for a local boy and girl.
Success of the partnership to date is only causing further brainstorming, according to Breed. That’s how it should be.
—David Gould