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The Culture of
BRaND
Whether your brand is disruptive, socially conscious, service-oriented, innovative, value-based, performance-driven, luxury or experiential, it is your company’s unique identity By Julia Carcamo and Meera Rosser
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very casino has a company culture and brand. Most take great care to document and support both. Still, a conundrum emerges when leaders, employees, guests and stakeholders are challenged to define the emotional elements that form the foundation and to understand whether or not the culture and brand are aligned. (Hint: they should be tightly aligned, reflecting the emotional connection that tips the scale when a guest decides whether to visit you or your competition.) As we begin to emerge from our home cocoons, friction continues to grow as the basic needs for health and safety are met with the need to return to work and to adapt to a new normal. We find ourselves needing to not only renegotiate but commit to a new way of operating.
Two Peas in a Pod Although inextricably linked, culture and brand should be examined individually, then together, as the dynamic duo that mutually defines your business. Culture refers to what team members believe, how they act, the limitations and license they have and their attitudes about the business, work and contributions. Traditionally, business leaders have captured the culture in mission or values statements, but cultures tend to arise out of the operation, and how leaders unknowingly act and behave. In successful cases, these are the same. Brand refers to how a company is perceived and experienced by stakeholders: guests, team members, vendors and investors. Beyond surface manifestations (logo and advertising), the brand is supported by all the systems and protocols leaders put into place. It’s everything below the surface.
Culture Club Every casino company is facing a culture crisis in the wake of Covid-19. Company mission statements and vision boards may lack the insight and empathy to truly engage team members and deliver on their brand promises.
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Global Gaming Business SEPTEMBER 2020
Today, operations have become paramount as companies struggle to pay bills, make payroll and refine policies to meet regulatory and evolving safety requirements. Leadership is challenged to create a safe and entertaining environment for team members and guests, plus keep all constituencies informed of ongoing changes. When we speak of creating a company culture, many operators immediately opt to offer generous team member benefits, including reward programs, work-from-home opportunities, wellness perks and free beer/T-shirt Fridays. People often think of company culture as “what you do” versus defining “who you are.” While offering incentives may generate a thankyou today, it’s similar to giving away free play and hosting promotions. It creates a bottomless pit that yields short-term gains versus long-term profitability. Perks become entitlements, which can easily be copied by your nearest competitor. Who you are becomes dwarfed by what are you offer. But what makes your casino unique? What do your team members believe you stand for, and what do they promote? Answering these questions will reveal your culture and brand-messaging strategies. Despite the influences, circumstances and situations that are beyond our control, casinos today have a prime opportunity to redefine their cultures and brands and help unify team members and guests toward a common purpose. When casinos think and operate in unique ways internally, they can produce the unique identity and image they desire externally. Now more than ever, it’s imperative that casinos have team members who understand and embrace the distinct ways you create value for guests, the points that differentiate your brand from the competition and the unique personality that your company/casino uses to express itself. Most importantly, your team members must be empowered and have the tools necessary to interpret and reinforce these values. To believe in leadership, they must see leaders practicing and embodying the tenets of brand and culture. Through example and belief come emulation. And ultimately, your guests and target customers will accept and support your casino.
