How my time working at Disney World taught me to emphasize branding in every aspect of your organization
Written by Mallory Cook
Ever since I stumbled upon Disney College Program videos when I was 12 I knew I wanted to work for Disney. I had experienced the Disney magic as a guest for years, and I so badly wanted to create that magic from behind the scenes. That dream finally came true on July 24, 2023, when I put on my nametag for the first time and became an official Walt Disney World cast member. I learned countless lessons during my time there, but one that sticks out is the impact it makes when a company has a clear brand and sticks to it. Disney does this well in its theme parks, and it makes a meaningful difference.
I was placed at Casey’s Corner in Magic Kingdom, a baseball-themed, quick-service restaurant infamous for being busy and crowded, but beloved by Disney fans nonetheless. Working here could certainly be stressful, especially when faced with overwhelming crowds. However, all cast members were taught to remain “show-ready” no matter what, which our leadership emphasized regularly. This term refers to keeping a smile on your face, maintaining a tidy area, having a clean costume, and doing everything possible to give guests a pleasant experience. On my way into work every day, I walked past a Walt Disney quote of the same sentiment: "Give the public everything you can give them, keep the place as clean as you can keep it, keep it friendly.”
Our leaders often reminded us to use “themed language,” which for us consisted of baseball lingo. We were encouraged to give out “magical moments” (free food) at random to brighten our guests’ days. Every day at 4:45 p.m., our pianist played “Take Me out to the Ballgame” as we sang along and encouraged the crowd to join in. All these things upheld Disney World’s brand as a place where you can escape reality and be immersed in another world. People do not ordinarily expect much Disney magic from their quick-service dining experience, so our dedication to the theme really sticks with them.
Disney World emphasizes its brand all the way down to the tiny hot dog restaurant on Main Street, and it has a huge impact. I saw multiple guests come in dressed in baseball costumes, like the ones we wore as cast members, because they were big fans of the restaurant. In a park full of incredible rides, characters and a massive castle, people remembered Casey’s Corner. They remembered the experience they had in our restaurant on a trip years ago, which made them want to return. This wasn’t just the case for Casey’s Corner; you will see themed story-telling elements across every Disney Park. Many of these things aren’t necessary —we certainly didn’t need a trained pianist, and we weren’t making money by giving away free brownies — but Disney knows better than anyone that the little things truly make a difference. This is why Disney parks rank far above all others in the public's mind: No matter where you are in the park, you will experience the same level of customer service, theming and magic.
Disney has branded itself not just as a theme park but as an escape from the real world and an invitation to experience childish enjoyment of the make-believe. Disney World calls itself “the most magical place on Earth,” and its commitment to excellence ensures this statement rings true.
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