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Lessons in Branding From the Blackjack Table

Over the years, I've spent a lot of time traveling to Las Vegas for business, particularly in my corporate past.

Large trade shows, and conferences that meant day long 'schmooze' fests with sales people, product managers and other executives all trying to out network one another.

At the end of a two or three day trek, and with Cheryl Crow's lyrics from Leaving Las Vegas singing in my head, I was ready to "leave for good!" During one of my trips, I recall being asked to sit in on a game of blackjack. I'm no fan of gambling but I agreed to join the group as an observer.

I later asked one of the players if they had any special 'tips' they would be willing to share. It wasn't until much later that I realized my question was inappropriate but one can be perceived as bold when in fact, they just don't know better!

Here are the three tips I was given and ironically, they apply directly to branding:

1. Remain consistent:

All great brands are consistent in how they present themselves and in what they communicate to their audience. In Blackjack, changing up your system raises a red flag and draws unwanted attention to you.

In branding, being inconsistent causes your audience to not only be confused about your position, but it also makes it difficult for you to build trust.

Authenticity is the key to creating brand trust and loyalty.

When you design your brand position focusing on your special skills, talents and accomplishments, you communicate a consistent message. It is only when you are reaching for 'slick sales' moves that you loose your authenticity and consistency.

2. Keep an eye on the other players, never play at a table where someone clearly plays recklessly:

The importance of carefully choosing your brand partners is vital. Associating with another business that does not share your brand values can damage your brand reputation. Looking at the bottom line monetary gains alone when partnering with another business isn't enough. You must also consider the intangible losses (or gains) that a brand alignment can cost you.

Honoring what your brand represents will guide you in determining who to best align yourself with. If they don't share your authentic brand values, you may not have a brand match. Seasoned blackjack players understand that playing at a table with a reckless player can cost them their next win. The same 'tip' applies to you.

3. When you're winning you need to put the big bet out there, when you're losing you have to be patient:

In the brand design process, clients often want to see results overnight. What does it take to get instant brand results? Commitment and patience. In business, we often want big results and big gains but aren't willing to commit to the process to get there.

In truth, there is no such thing as an 'overnight success.' All great talent in music, sports, blackjack and business get to be called 'great' because they work at it. Being great requires patience and a commitment to excellence.

Once you begin to reap the rewards of your commitment and patience, put your apprehension aside and really put yourself out there - going to the next level - to continue on your path towards greatness.

You are your own Ace in the hole

2007 Liz Pabon. All rights reserved.

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