Avionics News January 2018 - 51

makes you, with specific, intentional behaviors so others buy
The business of you
in, too, according to branding consultant Jack Perlinski. To
At your shop, doing every task every day is impossible;
those ends, here at 10 ways you can manage your brand to
that's why you have a team to help you. To get the most
improve.
of them, you must persuade, motivate and inspire them to
1. SEEK FEEDBACK. With your brand vision in mind, conachieve your goals. Likewise, you must show your customsider where you are now. Ask mentors, peers and employees
ers that their aircraft is in trusted hands who can fulfill their
how you're currently perceived and where you can improve as
needs, solve their problems, and treat them fairly. That's
a leader - maybe you're indecisive, or a bottleneck for projwhere your brand comes in, and why you must know how it
uns
nsup
uppo
portive of your staff, even if you're
ects, or otherwise unsupportive
cann li
live by every day.
works and how to design thee one you ca
n com
nd
not doing it intentionally - aand
compare that to your vision.
w people
peopl
ple perceive you, developdeveloppIf your brand reflects how
creatte a pe
ppersonal
rsonal public re
relat
Then create
relations plan that repositions
our professional ac
achi
hievements
ing that brand relies on both yo
your
achievements
c ording to lead
cc
ade
your reputation, aaccording
leadership
coach Jo Miller.
he ppeople
eople you wo
ork with and the
and your interactions with the
work
"advisor
oryy board" how
w you're working to change
Advise your "advisory
inng to persona
al-branding coach
clients you work for, according
personal-branding
ep
your perce
perception,
and loop back with
riises sevLaurie Morse-Dell. It comprises
t em regula
th
them
regularly to track your progress.
ou are,
eral things, including who you
an
In the mea
meantime,
evaluate yourself
ualiyour tangible and intangible qqualiou brand on a day-to-day
against yo
your
eputaties, your image, results, andd rreputaFEW THINGS ARE
basis.
tion, and the value you bringg to your
UL
MORE POWERFU
POWERFUL
SH
H AR YOUR STORY. For your
2. SHARE
ansen
work, according to Randall S. H
Hansen
bran
n
d
to
ga
brand
gain traction, people must
of Quintessential Careers.
IIN
N PROMOTING
P R O M O T I NG
understand what it means. So tell
our team's
With a lot on the line - your
YOUR BRAND THAN
your story: what you know, how you
success and your clients' satisfacWHAT
PEOPLE
SAY
learned it, why you embrace the valtion - you must be deliberate in how
ues you do, and so forth. Explain how
you create that brand. You also must
ABOUT YOU, SO
you came to be the brand you aspire
ensure that your brand matters to your
to, and what your people can learn
business so it's relevant to your people
from your effort to help the shop sucand clients. Finally, you must cultivate
ceed, according to John White, CMO
it so every word you say, action you
of Social Marketing Solutions. Share,
take, and opinion you offer matches
y love about your job
too,, what you
the brand you've created.
and why yo
and
you're passionate about it,
end time
Keeping that in mind, spend
don't bbe afraid to talk about your
and do
ies, aass well
considering your best qualities,
strugglees,
s including
i
struggles,
how they shaped
em.
as how you'd like to presentt the
them.
Lasttly use your story to sell your
you. Lastly,
ariety of
You can do that by asking a va
variety
value; let ppeople know what you can
inn Fisher
questions, according to Robin
w it betters the operation of
do and how
am
me for
Roffer, author of Make a Name
your shop.
your
Yourself. Start by consideringg the priACHII E EXPECTATIONS.
3. ACHIEVE
ouur shop
mary "product" you offer your
g, results are aanother.
n
Words are one thing,
So be noticed for
gis
ist or financial
al visionary), your
(such as team builder, strategist
arriving on timee to meetings and giving your
the right things: ar
as well as which
core values, your passions, andd your talents - as
ourr co
ou
complete attention ((versus
vers constantly checking
team yyour
hen aask
sk what you want
nt ttoo ac
achieve.
you enjoy doing the most. Then
mall pr
email), delivering on your ssmall
promises and commitments
stat
a ement, as in "I am..."
Use all of this to craft your brand st
statement,
staff
ff and
and customers
cus
usto
tome
mers
rs to pass along information or follow up
to staff
nd figure outt hhow
ow yyou
ou ccan
an sshow
how
ho
w
Keep it authentic and real, and
on past interactions, and making quality work non-negotiable.
that in your work. By being diligent and specific, you can turn
The more people understand that you're an asset to the orgaaround even a bad reputation when you express your brand
nization, the more valuable your brand becomes in their eyes.
consistently going forward.
In other words, be stunning in your delivery of you. When you
do the right things, your people will eagerly spread positive
Selling You Inc.
stories about you.
Once you've established your brand, recognize that living
it daily requires determination; you must demonstrate what

MAKE
CONNECTIONS
WITH FOLKS
INSIDE AND
OUTSIDE YOUR
SHOP.

Continued on following page

AVIONICS NEWS

JANUARY

2018

Table of Contents for the Digital Edition of Avionics News January 2018