3 Reasons why the Masters is a *masterclass* in branding every single year

a tradition unlike any other

We won the ticket lottery (it works sometimes!!) & went to Wednesday’s practice round last year.

As a photographer, this was a dream come true because you can only bring cameras to practice round days & I was getting to experience the cutest day - the par 3 contest!

Golfers bring out their families which is adorable and also strategic, as the winner of the Par 3 has famously never won the Masters… so sure, little one, come try to make this putt. We love a triple bogey + a memory for a lifetime. 

This year, we won the ticket lottery again (my husband warned me to not get used to this but I *will* be devastated if we don’t get them next year) but this time, for the Augusta National Women’s Amateur. 

These photos are from last year since we went on a tournament day this year, but dang it if it wasn’t just as incredible this time around. They sell fewer tickets to this event so there were less people everywhere and we had stunning weather, so truly, what a dream it was to be back. 

As I walked around I just kept thinking about their branding. It’s really all I do anywhere I go. Ask my husband. I tell him all the time “man, if that place invested in a better logo/sign, I bet more people would try it out.” 

If you’re from Georgia like me, you know the Masters branding is absolutely iconic. 

You know it the second you see it. 

Here’s why: 

ONE - Timelessness

The pimento cheese (like the Costco hot dog) is still $1.50. In this economy, what a dream. 

But it’s about more than the cost. It’s about this place feeling like a time capsule. 

They don’t care what year it is. When you get inside, you can’t have your phone. & on tournament days, you can’t have a camera either. 

Both times I’ve been to Augusta, this is something we remark on - how nice it is to spend an entire day without your phone. Maybe we should do that more often. 

Their fonts don’t change, their colors are the same, and any new additions to their merch or other items just seem to fit right in. Perfectly thought out. Perfectly executed, just like everything there. 

TWO - Generosity 

They know they have something exclusive AND they are beyond generous with their content so you can become obsessed before you’ve ever stepped foot on the grounds. 

You’ve likely heard of Amen Corner, you’d recognize those iconic green & white umbrellas anywhere, you’ve seen the caddie bibs all over. 

They’ve posted… I can’t even count how many times in the last week, and yet every single piece of content is so clearly theirs. 

You can see an azalea and know it’s the Masters without seeing their profile pic because they’ve filled our social media feeds and TVs with content so consistent in previous years that your brain instantly registers it as theirs. 

They want you to be in love with it before you’ve ever experienced it for yourself, and that just makes experiencing it in real life even more special. 

THREE - Excellence

This might be the most obvious one. But trust me when I say that when you pull onto the road where the parking lots are, even the grass by the sidewalks is pristine. 

This place really is even more stunning in person than how it’s shown online.

Every detail is thought of.

People greet you in the bathroom & make sure you see which stall is available, the cups of drinks are always ready to go with freshly scooped ice, the cold sandwiches are the perfect temperature, they refer to the guests as “patrons” which always makes me think of an art museum - and that feels accurate for what I’m seeing. 

The golf holes are stunning, the trash is picked up instantly, no detail is left unnoticed.

And for someone like me, a chronic “noticer” of details like this everywhere we go, it’s a dream come true.

My brain can rest here.

Maybe it’s that no one has their phone, maybe it’s that the nature is calming… but I think it’s largely because I can look around and see that every detail is intentional, and my appreciation for that calms down my brain that’s always asking “how could this be better?”. 

While this was partially a way for me to share my favorite photos from our trip last year, I hope this content causes you to think about how you can incorporate these things into all that you do. 

Think about how you can lead with timelessness, generosity, and excellence.

That’s how you make an unforgettable, instantly recognizable brand.