Lessons in Branding From the Blackjack Table
April 18, 2007
Recently, during one of my trips to Las Vegas, I was asked to sit in on a game of Blackjack. Honestly, I’m not really into gambling but this was a nice opportunity to find out some interesting Blackjack tips, so I decided to join the group as an observer
So, here are 3 important tips which apply directly to branding:
Remain constant:
Is clear that in general all famous brands are consistent in how they promote themselves and in what they communicate to their clients. In other words, they have a responsible and responsive image. Consequently, changing up your system in Blackjack isn’t such a great idea.
In branding, being inconsistent causes your audience not only to be confused about your position, but it also makes it harder for you to build trust.
Therefore, authenticity is a very important aspect that should be taken into consideration if you want to generate brand trust and loyalty.
If you design your brand position focusing only on exceptional skills, talents and wise actions, you communicate a reliable message. It is only when you appeal for slick sales strategies that you lose your authenticity and reliability.
Analyze the other players and never play at a table where someone clearly plays irresponsibly:
The second key aspect that should be taken into consideration is the process of choosing your brand partners. You have to be very careful when you establish a partnership because associating with another business that does not share your brand standards can harm your brand reputation. Financial expand aspect alone when partnering with another business isn’t enough. You must also think about the intangible losses (or gains) that a brand alignment can cost you.
Respecting your brand and constantly sustaining its values will guide you in choosing your partners. Therefore, if they don’t share your reliable brand values, you probably don’t have matching brands. Experienced Blackjack players know that playing at a table with an irresponsible player can at least cost them their next win.
When you’re losing you really have to be patient:
In the brand design practice, clients often want to see results immediately. But, in order to obtain immediate brand results you need commitment and patience. Why? Because in business, we frequently want big results and big profits but aren’t willing to commit to the process to get there.
Actually there is no “overnight success” All great talents became famous and respected through knowledge and practice. Being great necessitates a commitment to excellence.
