Avionics News January 2018 - 50
series
BUSINESS BASICS
B Y
G R E G
L A S L O
Reputation
Renovation
How to build your brand so you can best influence your people and customers
I
once briefly reported to a guy who I'd be kind to call "bristly." He wasn't
the funniest, friendliest, most personable person I ever met - far from it -
but I'm hard-pressed to come up with a guy who was more predictable in his
expectations, communication and execution. If something needed done, his team
was the one selected, and we delivered with no compromises or questions.
Honestly, his humorless, cranky, my-way-or-the-highway attitude didn't create
the kind of environment where I thrive - and believe me, there were times where his
personality wore thin, and, mercifully, we eventually shuffled teams - but working
styles isn't the point. This is: He had cultivated a particular reputation, he lived up to
it, and in a busy, hard-driving, high-risk workplace, it worked for him.
He had, in a word, a solid brand. Like a particular car, refrigerator or mobile
phone make, people could make a clear, accurate assumption about his performance
and reliability based on a track record of experience. As John Jantsch of Ducktape
Marketing would say, he'd mastered the art of being knowable, trustable and likeable. Without giving it a fancy name, he knew he was doing it, too. That put him
ahead of a lot of leaders, supervisors and employees, inside that organization and
out, who are less intentional about theirs. Whether they like it or not, everyone they
encounter makes associations with their personal brands every day. He strategically
defined himself before others could.
If you're not sure that your people and customers perceive you the way you'd like
them to - that your brand isn't what it could be - you have some work to do to make
that impression more predictable, productive, and powerful. That starts by looking
at why a strong personal brand is important, and it builds with tactics you can use
to help your people see you the way you aspire to be seen. Yet that's only the beginning; when it comes to renovating your reputation, the work is never done.
50
avionics news
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january
2018
Table of Contents for the Digital Edition of Avionics News January 2018
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Avionics News January 2018 - Intro
Avionics News January 2018 - No label
Avionics News January 2018 - Cover2
Avionics News January 2018 - 1
Avionics News January 2018 - 2
Avionics News January 2018 - 3
Avionics News January 2018 - 4
Avionics News January 2018 - 5
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Avionics News January 2018 - 7
Avionics News January 2018 - 8
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Avionics News January 2018 - Cover3
Avionics News January 2018 - Cover4
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