For this reason, we need to spend time and money formulating strategies that get our frontline staff to stand 100 percent behind our brand promise and deliver it to each and every customer. In the casino business, the customer experience is the brand, and so it follows if you are building your brand, you start from the inside. Think of it like eating an Oreo cookie.
Probably nothing will be harder to do in your organization than creating an environment that enables and motivates your staff to deliver your brand message. That’s likely why it is seldom done well.
To get you thinking, here are some steps to consider in developing your brand from the inside. • Your brand should be an offspring of
your strategic plan, and the mission
statement in your strategic plan is the benchmark needed to measure your brand performance. Avoid flabby, cliché mission statements; they are waste of time. When you develop your mission statement, ask yourself: “Can the parking valet understand what you expect of him/her by following this mission statement?”
• Involve your Human Resources department. Work with HR to create employee performance evaluations that align with the mission statement. If your mission statement says: “We will be the warmest, friendliest casino in the region”, then that has to be part of every job description in the organization, and people have to be rewarded in part for achieving that. The brand will not be delivered by your employees because you tell them to do it; they have to want to do it.
• The CEO/President/GM must be the brand champion; they must drive the brand character throughout the organization - first to executives, and then to all staff through active and constant examples. When the staff realizes the CEO/President and the executive team are living the brand, they too will fall in step.
• Develop a feedback loop. Find ways of measuring how well your brand is being delivered, either through exit surveys or other means, and let staff know how they are doing at least three times per year.
This is a big undertaking; it takes commitment and resources, but it will be the cheapest and most effective way to develop and deliver your casino’s brand to the market. Inside out branding – think Oreo Cookie.
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.