Approach: Use the two standard rhombus identities, one from the Pythagorean relation between the side and half-diagonals, one from the area formula, and combine them using the algebraic identity for \((d_1-d_2)^2\).
Let the diagonals be \(d_1,d_2\). Since the diagonals of a rhombus bisect each other at right angles, each side is the hypotenuse of a right triangle with legs \(\tfrac{d_1}2,\tfrac{d_2}2\): \[ 36^2=\left(\frac{d_1}2\right)^2+\left(\frac{d_2}2\right)^2 \implies d_1^2+d_2^2=4(36^2)=5184. \]
The area formula gives \(\tfrac12 d_1 d_2=396 \implies d_1d_2=792\).
Now use \((d_1-d_2)^2=d_1^2+d_2^2-2d_1d_2\): \[ (d_1-d_2)^2=5184-2(792)=5184-1584=3600. \]
So \[ |d_1-d_2|=\sqrt{3600}=\boxed{60 \text{ cm}} \]