Branding in Golf. Do something different or get lost in the crowd

Golf is having a (big old) moment and I'm here for it.

I started playing during lockdown 2020. My game is crap and hasn’t improved, not even slightly but the game still pulls me back. Since those early days of hacking around stodgy courses in South Wales, it's been cool to watch what's happened to golf as a culture, there’s been growth, new brands and endless content. It's moved fast!

As a brand designer who works across a lot of different industries I have found it fascinating. There's a lot being done really well but a lot being done really badly.

The old guard is getting shaken up

The older names of the golf world have taken a bit of a knock recently. Not because their products are bad but because a new wave of brands has come along and completely changed what it means to be a golf brand.

Malbon and Manors. These are the two obvious newer players. These brands aren't selling clubs. They're selling a lifestyle and a sense of belonging. They really understand the cinema of golf, wether that’s the drama, the landscapes, the characters or just the culture around the game, they've leaned into it completely. They're not churning out the same oldand are doing something genuinely different. People are responding to this. They’re not just buying a hat, they’re identifying as the brand. Wearing the logo because they want to be associated with what it stands for.

A big part of this shift has been driven by YouTube. When I started playing in 2020 I went deep, like really deep. I spent hours watching golf content - tutorials, course vlogs, gear reviews and of course Rick Shiels. What struck me wasn't just how much golf content existed, but how human it all felt. When I was at my desk designing logos I got to see real people playing real rounds with real frustration and real joy, the same frustration and joy I get. I didn’t want polished PGA golf - I wanted Bob Does Sports doughnut challenges on a golf course!

Since then the number of golf YouTubers has exploded, and with it a whole new generation of golfers has come to the game through a screen. These people don't care so much about the tradition. They just want to be a part of it. That's the audience that brands like Malbon and Manors are speaking to and it's an audience that can spot inauthenticity from a mile off.

What I'm seeing from smaller golf brands

With this boom in mind, we’re obviously seeing loads of new golf brands launching but I'm seeing the same mistakes made over and over again. It’s almost like there are default settings that a lot of the smaller golf brands are falling back on.

The first is the classic country club look. Green and gold with a traditional crest and an "established 1897" mark, even if they launched last week. It feels so safe and familiar and just blends in completely.

The second is the use of recycled assets. A circle with a flag in it, a golf tee or a silhouette of a swing. These things have been done so many times they've lost all meaning and they don't say anything about who you are or what makes you different.

The third and the one I find hardest to understand is the AI route. I keep seeing brands trying to shortcut their way to looking established and polished by leaning on AI imagery and graphics. The results on these are usually garish and generic. Don’t get me wrong, some people are using AI well and creating some beautiful branded content but my feed is full of crap!

What Manors are getting right

I think Manors are one of the best examples of a golf brand doing things right.

What they've done isn't just come up with a nice logo and some cool streetwear. They've built a world. Their content is cinematic, funny and real. They're shining a light on amazing destinations and lesser-known courses. They're giving smaller names in golf a platform. They're not just selling a brand but they’ve created a club that people genuinely want to be a part of and want to be known for being a part of. That really matters. When someone wears your logo, they're making a statement about themselves and the question is, are you giving them something worth saying?

So what does this mean if your a golf brand?

It means you have to do something different.

That doesn't mean being weird for the sake of it. It means being honest about who you are, who you're for and what you actually stand for and committing to that fully and consistently.

It means investing in real photography and video and not AI content (unless it’s really fucking good AI content)! It means thinking about the world you're building and not just the products you're selling. It means being human and having a point of view.

Golf has never had a more exciting, diverse and creative audience than it does right now. The brands that will win are the ones that respect that audience enough to do the work.

If you're building a golf brand and you want it to stand out, I'd love to talk. This is exactly the kind of work I enjoy most.

Owen Friend — Brand designer based in Wales, working with golf brands, food & drink businesses and anyone who wants to do things differently.