Private clubs need to pay attention to their branding just as much as large companies. "Our brand is our reputation and our credibility," said Al Antonez, general manager/chief operating officer of the Country Club of Rochester in New York. "From establishing an honest mission statement for your club, to every programming, building, food service and staff decision you make, everything you do should support who you are as a club ... a brand," said Chambers President and CEO Rick Snellinger.

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