Instead, a casino brand should be built on the customer experience it can actually deliver and that experience should different from your competitors. Brand platforms could be based on; best service, friendly staff, fun the minute you arrive, most exciting casino, etc. Whatever your claim, make sure you deliver it in spades and deliver it consistently throughout the property.
If a hard look at your operation doesn’t uncover a strong brand platform, then consider revising your offering to make it more meaningful and different. This is a much bigger challenge and requires extensive internal alignment throughout the organization- but it can be done. This is classic inside/out branding and is usually determined after undergoing significant strategic planning and several assessments of operational strengths and weaknesses.
Whatever platform you choose, drive it into the casino’s operational culture. If you are the “fun” casino, then every player contact point in the casino needs to deliver a fun experience in some way, from valet to cage to host. And lastly, don’t forget the internal audience. Your employees have to believe in the brand claim; they have to live it. Trying to deliver a fun casino experience isn’t going to work if the employees themselves aren’t having some kind of fun back-of-house. When your employees live the brand they will automatically deliver it to your players. Your brand will come alive and player expectations will align with the brand you spend so much to promote. And most days it’s fun.
Jim Kabrajee is the CEO of Marshall Fenn Creative Communications, a full-service marketing agency with offices in Toronto and Las Vegas. Contact: firstname.lastname@example.org or (416)-962-3366.