The aerospace industry is very competitive and sometimes companies focus more on their competition than on themselves. While it is important and necessary to understand the competition, it is also important and necessary to understand your strengths–the things that set you apart from the competitors. Here are 3 ways to do that by reinvigorating your aerospace brand purpose:
1. Return to Your Roots
Before you can breathe new life into your brand, you will need to tap back into where it all began. As an aerospace and defense brand, there’s a very good chance, your company is lightyears away from where it started, but your brand should be easily traced back to your company’s onset.
What Did Your Founders Value & What Was Your Brand’s Original Mission?
Look back to the roots of your company. Who founded it? What were their values? Why did they start your company? If those things made a difference then, they still will today.
Mission creep can be a problem, but it might also be necessary as markets and competition change. Take a long look at where your company was and examine what the markets needed historically. Are those conditions still applicable? Have things changed so much that they still aren’t applicable today?
After you’ve examined these questions, answer the following questions:
- What about your brand’s story sets you apart from others?
- What set you apart from your competition?
- How has your brand changed since it began?
Your answers to these questions are what will set you apart today and into the future.
2. Get Back In Touch with People
A company is only as strong as its team. Furthermore, branding is all about how people perceive your company. As you reinvigorate your brand, it’s vital to keep these at the forefront of your brand.
Expand Your Toolbox
Expand your toolbox by working with employees at all levels. Listen to their comments and critiques. Many will not be feasible, but there might be some that could have a profound effect on company problem-solving. It is important to communicate with all team members and let them know that their voice is valued and respected.
Talk to Your Customers
Maintain a close connection with your customers. Make sure that you understand their needs and desires. You will be more effective at meeting their needs if you know exactly what they are because they can and will change with time and in markets.
Create a corporate culture where team members of all levels meet regularly and exchange ideas and provide feedback on your company’s purpose, goals, and future.
3. Re-Assess Your Brand & Company Goals
As time flows, things change. This is normal in our industry. The key is to make sure that the changes are for the better. Focus on the things that have set your brand apart from the competition as you branch out into other areas.
Growth and Profit
While both are necessary, if not managed properly, the nature of growth and profits can damage your brand identity. As you shift your brand, keep your sights on the near future but strategy focused on the long term.
Investors might be interested in quarterly profits, but if you are only looking at the next three months, you might damage the long-term growth and overall health of your company health. Money and growth shouldn’t be the ultimate goal–a quality product that customers want will maintain and increase sales and profitability in the future.
Changing Your Brand’s Flight Plan
Every aerospace and defense company can benefit from revitalizing a tired brand purpose. As you do so, stay focused on the future, innovation, and experimentation. Maintain your brand reputation, corporate values, and quality.
Become a leader in the aerospace industry by using Haley Brand Aerospace Agency to guide you through the process. With our world-class solutions, we can help your brand evolve while maintaining the heart and purpose of your brand. Take the next step and contact us today.
