Private Club Associates (PCA) believes that a well defined mission statement is a critical component to overall brand development. A mission statement should answer the following four questions:
1. Why do we exist?
2. What business are we in?
3. Who are our customers?
4. What do they value?
The second critical component of PCA's brand development philosophy is that a club must have a clearly defined market position. This begins with a "Positioning Statement" and is supported with products and services that are alligned with that position.
This implied promise is delivered through all experiences and interactions that members/guests have at the Club. This includes, but is not limited to:
Brand elements: the golf course, facilities, membership offerings, member activities, service level, dining room menus, employees and members
Brand expressions: the club’s website, newsletter, member statements, signage, advertising and marketing collateral