Networking To Build A Brand

After spending three decades in the aerospace industry, I’ve seen firsthand how crucial it is for different sectors to learn from each other. We no longer can afford to stay stuck in our own bubbles. Take the aerospace industry, for example. They’ve been looking at how car manufacturers automate their factories to improve their own processes. And those racing teams? Their ability to prototype quickly and develop at a breakneck pace is something we can all learn from to speed up our product development. It’s all about breaking down those silos and embracing new ideas from wherever we can find them. When I was leading the Scorpion Jet program, our rapid development – less than two years to develop a new aircraft – caught the attention of a company known for razors and electric shavers. They reached out to us, intrigued by our ability to iterate so quickly, telling me "you developed a new jet faster than we can develop new razors..." They wanted to learn how we managed to streamline our processes. It was quite an unexpected and fascinating experience that underscored the value of looking beyond one’s own industry can lead to significant improvements and efficiencies, even in fields as seemingly unrelated as aerospace and consumer electronics. In today’s fast-paced world, it’s more important than ever for industries to break out of their silos and look to other sectors for fresh ideas and processes. This kind of cross-industry learning not only fosters innovation but also helps stay competitive in a rapidly changing market. For instance, the aerospace industry has been taking cues from car manufacturers to improve factory automation. And the automotive companies are adopting aerospace processes for systems engineering. Meanwhile, both sectors are picking up tips from tech giants like Apple and Google to boost their electronics and software development. And at Siemens, we partner with racing teams. Why? Because their knack for rapid prototyping and fast-paced development is something we can all learn from to speed up our product development cycles. This cross-pollination of ideas is crucial as industries evolve and integrate more advanced technologies. By exploring best practices from other industries, companies can find innovative new ways to improve their processes and products. After all, how can someone think outside the box, if they are only looking in the box? If you are interested in learning more, I suggest checking out this article by my colleagues Todd Tuthill and Nand Kochhar where they take a closer look at how cross-industry learning are key to developing advanced air mobility solutions. https://lnkd.in/dK3U6pJf

Most people “network” only when they need something. Leaders, on the other hand, nurture networks long before they need them. Here’s how to build genuine, lasting connections 👇 🔠 Acronym: N.E.T.W.O.R.K. N – Notice before you approach Observe who’s in the room. Notice energy, conversations, and who’s connecting with whom. Awareness builds alignment. E – Engage with curiosity Ask thoughtful questions instead of rehearsed elevator pitches. Curiosity makes you memorable; self-promotion doesn’t. T – Tailor your tone Match your tone and pace to the listener. The best communicators adjust, not dominate. W – Warm introductions win If you’re new, find mutual connections. A warm referral opens doors faster than a cold message ever will. O – Offer before you ask Give first — a resource, advice, or simply appreciation. Reciprocity is the silent law of influence. R – Remember and reconnect Follow up after the event — a short message, a shared article, or a compliment. Relationships die in silence. K – Keep it authentic You can’t fake interest for long. People feel energy — be real, not rehearsed. 💡 Quick Tricks: ✅ 1. Arrive early — easier to talk before the crowd builds. ✅ 2. Carry a story, not a CV. ✅ 3. Smile with your eyes, not just your lips. ✅ 4. Remember one unique detail about each person. ✅ 5. Always exit conversations gracefully: “It was great speaking with you — I’d love to stay in touch.” Networking is not about collecting cards. It’s about collecting connections that turn into collaborations. #Networking #Leadership #ExecutivePresence #CommunicationSkills #SoftSkills #Influence #PersonalBranding #ImageCoachShivani

No posting? No problem. Your brand doesn’t pause. Corporate rules limit posts, not careers. Some companies ban employees from posting. Why? Legal risk, brand control—you name it. But how is it for employees? Four years of silence. That’s the average tenure. Personal brand on ice. Unless it isn’t. The restrictions are real, but so are the options. Let’s look at seven ways to move forward, without breaking the rules. 1️⃣ Check the policies. You might be able to comment or reshare company posts. Many firms allow engagement—just not original content. Pro tip: If allowed, sharing leadership updates helps visibility. 2️⃣ Stay visible with likes. Liking key posts keeps you active without saying a word. It also improves your feed, signaling relevance to LinkedIn. Pro tip: Engage with industry posts, not random content. 3️⃣ Update your profile as you go. Use projects, skills, and keywords to stay discoverable. Profiles don’t trigger restrictions—visibility starts here. Pro tip: Disable alerts to update without notifications. 4️⃣ Nurture key relationships. List VIP contacts and message them regularly with intent. A strong brand isn’t just public—it’s who remembers you. Pro tip: Small check-ins build trust before you need them. 5️⃣ Expand your network. Weekly habit: Add peers, recruiters, and event organizers. Growth isn’t instant. It’s built before you need it. Pro tip: Follow up with a message to strengthen ties. 6️⃣ Join strategic conversations. Industry groups let you engage without breaking any rules. Visibility isn’t just about posting—it’s about presence. Pro tip: Answer questions to showcase your expertise. 7️⃣ Go beyond LinkedIn. Attend conferences, roundtables, and industry meetups. A strong reputation works both online and offline. Pro tip: A blog builds credibility and boosts discoverability. Some let policies put their brand on ice. Others quietly build. Rules exist—but so do choices. Are you waiting it out—or making moves anyway? Which one is your go-to strategy? P.S. Can’t comment because of policy? Push a lightbulb. 💡

HOW I MADE THE MOST OF MY SPEAKING GIGS WHERE I COULDN'T PROMOTE MY BUSINESS I’ve been to many events where I was asked not to promote or sell on stage. These are typically the gigs where I’m being paid well to speak. It’s so important to respect the organiser to build rapport and secure future opportunities. How can you still make the most of this opportunity to build awareness and create key connections for future business opportunities? Here are five ways you can do this: ONE ↳Get to the event early: Network with the audience during breaks and lunch. Find out about them, build rapport, and exchange business cards. Personal connections can lead to future business opportunities. TWO ↳Branded slides: Use your branding on your slides. In some situations, I’ve used the event organisers’ branded slides, but if you can use your own, it’s great to add your social networks at the bottom. Mention your details during the Q&A session. THREE ↳FREE gift: Add a QR code or use a tool like Talkbook.co on your first few slides. Say, “Don’t worry about taking lots of notes; you can access my slides via this QR code and a few valuable resources that you will find useful.” This helps you build your list and follow up. FOUR ↳Wear your brand: Whether it’s a branded t-shirt, bag, or in my case, a branded pencil case with my flipchart pens, showcasing your brand subtly can leave a lasting impression. FIVE ↳Seeding: Use the technique of seeding, where you subtly mention your business, service, or product in conversation. An example of seeding, “When we do our content planning sessions in my Growth Academy Members area, this is one of the key questions they ask….” This indirect promotion often leads to people approaching you after your talk for more information. And guess what? It works! These small but actionable steps help you showcase your brand without promoting it in a way that might upset the organisers. Now, whenever I’m on stage without the ability to promote directly, I use these strategies to maximise the opportunity. To anyone facing similar restrictions: Use these techniques to make the most of your speaking engagements. Build connections, create awareness, and pave the way for future opportunities. Which one would you go with? To your successes, Zoe ____________ If you like this post, you will love my newsletter 💜 Join my newsletter for a FREE weekly growth strategy for speakers and thought leaders - see the first comment below to join 👇

Conferences are expensive, boring, and typically have low ROI....but company-led EVENTS on the other hand can be powerful signals. Here's the exact playbook we used at Onward to organize profitable events where prospects can have a great time AND move closer to buying: ➝ 1. Align on your goal. I used to make the mistake of expecting a close within 30 days of an event and would be continually disappointed based on that expectation. Now I consider events another "touch point" in the customer journey/funnel. Our goal is simply to usher the customer to the next stage of the funnel. So if all your leads are top of the funnel, don't expect to close at the event. It's about a) learning what moves the needle for them and b) educating them on our ROI. This will result in moving them to the next sales stage. Your mindset and intentions here are important because otherwise, your pitch will misfire and either come off too brash or too aggressive. ➝ 2. Set the agenda to be what the client would want—not what you want. One of our go-to tactics is mixing education and entertainment. We would create an interactive, immersive learning session w/ a world-class expert with a focus on equipping attendees with tangible takeaways in addition to networking. ➝ 3. Find great partners. In order to share the budget, we typically find like-minded companies that we want to partner with and share customer leads. We participated in Retention.com's marquee summer event in Malibu called Retox and it was one of the more lavish events we've been a part of with over 200+ brands attending. It takes a lot to move the needle for customers to get excited and sometimes you have to go all out! ➝ 4. Yet the simplest format is often the most effective—an intimate, private dinner. You'd be surprised at how much common ground you can find with a potential customer over a 2-hour dinner. Typically there are no pitches, just real connections. The sales pitches will come later—but upfront it's about getting to know one another and seeing how it would be to work together. Sales is about developing relationships and meaningful relationships are built when people can let their guard down and simply connect as human beings. And that's exactly what we aim for. So if you're tired of the same old networking scene and you're craving experiences that truly move the needle, I'd love to connect. What are some unique events you've thrown? I'm always looking for new ideas.

How My Business Went from Zero to Being Taken Seriously — Overnight When I first started Hawke Media, it was just me. No team, no reputation, just the experience of having built and sold a few companies. But as a brand? We were a nobody. Not surprisingly, my first client was a friend. He saw the value in what I was doing and was paying me to help with his marketing. A few months in, he asked to have a talk. I could tell something was up. He got straight to the point: “Erik, I don’t have a lot of money to pay you right now, but I love the progress we’re making. I want you to do more. What else can we do?” I had two choices: Stick to a rigid time-for-money model. Or get creative. That’s when it hit me. He wasn't just a friend and early client. He was a partner in the making. I knew he was a contributing writer for Forbes, so I said, “No problem. I understand money is tight. We’ll find a way to partner on this and keep moving forward if you can feature my company in Forbes. Would that work?” A few weeks later, the article went live: “Why You Should Outsource Your Marketing to Hawke Media.” That single article changed everything. Suddenly, people searching for outsourced marketing and fractional CMO services were landing on our website. To this day, we still get traffic from it. But that’s not even the best part. The real value wasn’t just in the clicks. It was in the credibility. When a trusted publication puts your name out there, people start to pay attention. That’s the power of third-party validation. It opens doors. Build trust. And sometimes, it changes everything. 

This post details how we went from having zero contacts at large brands to sourcing partnerships with execs at PolicyGenius, Instacart, SoFi, hims/hers, Ramp, TD Bank and more. I spent the first 10 years of my career on the publisher side, so we had a slight head start there. But when it came to sourcing brand deals, we started from zero. Whether you’re a founder, an SDR, or just trying to invest in your network, these 5 steps will get you there: 1 - Start with what you have. Look through your network for people tangentially related to your target industry. Literally sift through every current contact you have on LinkedIn. Ask them for coffee. Pick their brain. I was learning about the PR industry in parallel with building my network - each meeting helped form our roadmap, while also building a network. People like helping people, but they don’t want to feel used. Be genuinely curious. Do this at least 10 times^. Step outside your comfort zone. If 100% of people say yes, you aren’t asking enough people for coffee. 2 - Parlay into more conversations. Every conversation should end with “who else should I meet with?” If you're charming and your goals are clear, this will lead to new conversations. Follow up (show them you listened), but don’t be a PITA. Networking is a long game, don’t bug them every 3 days. At this stage you are planting seeds, not picking flowers. 3 - Ask for feedback, not sales. No one wants to be sold, but everyone wants to feel like their opinion matters. Don’t lead with “wondering if they’d be interested in our product,” but instead “I want to get their feedback on what we’re doing.” This will make you 10x more likely to land meetings. 4 - Create Content. My posting on LinkedIn has directly led to over 20 deals for Stacker. But they did not come from people sliding into my dms with “hey can we work with you?” It was through connecting with interesting people in the space, them evangelizing what we do, and 2 months later introducing me to someone that they thought could be a client. If you plant enough seeds, some will turn into fruit. Editor’s note - do this yourself. People can tell when you’ve paid someone to write for you, and it’s turning into a huge turn off. I think if I paid an agency to write my content, I’d have twice as many followers, but half as many meaningful deals coming through. 5 - Nurture. Just because a conversation doesn’t end with “wow I should intro you to this potential client” doesn’t mean it won’t be valuable long term. People like to help people that they like. So cultivate relationships, put out into the world what you’re seeking, and trust that its a process. This post is about building a network that will reap deals over the mid to long term. These are not tips for how to close deals next week. Is it frustrating that this takes time? Sure. But I guarantee that if you start today, you’ll be in a much better place a year from now. Building a network is a snowball - gotta start somewhere.

What if the most powerful business connections aren’t made behind a screen, but in the energy of a handshake? Why I stepped out from Behind the algorithm: My NIA Networking Experience! As a founder obsessed with impact over noise, I’ve always believed in the power of digital networking. But today, standing at Network In Action (NIA), I was reminded: offline networking isn’t just a throwback, it’s a strategic advantage. In a world where LinkedIn algorithms, hashtags, and DMs drive our daily connections, it’s easy to forget the irreplaceable value of face-to-face interaction. Here’s what I learned from stepping into the room: Authenticity is magnetic: Online, we optimize for impressions. Offline, we optimize for impression. Every handshake, every genuine conversation, forges trust at a speed no DM can match. Serendipity drives growth: Algorithms show us what we “should” see. In-person events introduce us to what we never knew we needed, unexpected partnerships, fresh perspectives, and real-time feedback. Community > Contacts: It’s not just about collecting business cards or LinkedIn connections. It’s about building a network that roots for your growth, shares your vision, and challenges your thinking. Online vs. Offline Networking: A Quick Reality Check Online Networking -Algorithm-driven visibility -Scalable, global reach -Quick connections, slow trust -Data analytics Offline Networking -Human-driven credibility -Deep, memorable engagement -Instant rapport, lasting impact -Emotional intelligence Both worlds matter. But if you want to build a brand that’s unforgettable, blend digital reach with real-world relationships. My takeaway for founders & leaders: If you’re building a business in 2025, don’t just chase metrics, chase meaningful moments. Show up where your industry gathers. Shake hands. Share stories. Let your presence do the talking. The future of business networking isn’t just virtual or physical, it’s hybrid. And those who master both will own the next wave of growth. How are you blending online and offline networking to fuel your business? Drop your best tips or stories below, I’m all ears! #BusinessNetworking #Leadership #PersonalBranding #Entrepreneurship #GrowthMindset #NetworkingEvents #LinkedInGrowth #FounderLife #pactOverNoise

When your people show up online, so does your brand. A few months ago, I partnered with a brilliant team. They were doing incredible work - delivering outcomes, building relationships, leading projects. But from the outside looking in, you’d never know it. 🔍 Their leaders weren’t visible. 🔍 Profiles were inconsistent or outdated. 🔍 There was no coordinated LinkedIn presence. It wasn’t that they didn’t want to show up they just didn’t have the support, structure, or confidence to do it consistently. 💡 So what did we do? We didn’t just run a LinkedIn training workshop and hope for the best. We built a clear, staged approach that empowered the team to build visibility in a way that was aligned, practical, and achievable. 🧱 Foundations First - We reviewed every profile from execs to mid-level leaders to align with company values and clearly reflect each person’s value. 🎯 Personal Brand Messaging - We created messaging frameworks. This didn't mean turning people into influencers, telling them to create videos or post daily. It was to give them the language to talk about what they do with confidence. 🗣️ Confidence to Contribute - We focused on how to contribute on LinkedIn: engaging with others, sharing updates, and amplifying company content all tailored to their roles. 🤝 Connection with Purpose - We supported the team in growing the right network helping them build meaningful relationships with clients, peers, and industry leaders. Leadership visibility set the tone for everyone else. 📊 Strategic Visibility - We reviewed their activity and refined based on what worked and seeing if they were having the right engagement with the right people - not just likes. 🌱 Embedding & Momentum - We wrapped up with 1:1 coaching and a team debrief. Questions were answered, blockers addressed, and LinkedIn became part of their workflow. And now? ✔️ The leadership team is consistently visible ✔️ The team understands how LinkedIn supports business goals ✔️ And the business is seeing real-world outcomes - visibility, stronger relationships, and commercial outcomes that we can map back to LinkedIn. 🧠 The Takeaway? Employee visibility is a competitive advantage. It builds trust. Attracts talent. Opens doors. It’s about what your people say, share, and show online. 🤔If you’re thinking: “Our leaders want to be more active, but don’t know where to start.” “Our competitors are online and we’re being left behind.” “We have incredible knowledge, but no one knows about it.” “We’re investing in culture and brand, but that story isn’t cutting through externally.” That’s exactly the time to pause and consider what’s possible. Because when visibility is supported with structure (not pressure) you create the conditions for people to genuinely show up. This team is only just getting started and I can't wait to see where they go from here! #linkedin #HR #digitialfirst

“Trust is built when people speak well of you in rooms you’re not in.” I am inundated at the moment with messages offering to find me new clients. A new service, a piece of tech and all usually involving AI. These strangers are after my money! But I know where my next deal will come from, and I don't need to pay a "carpetbagger" to help. For as long as I can remember, my new business has always come from my network, either directly or through an introduction. "𝐘𝐨𝐮 𝐬𝐡𝐨𝐮𝐥𝐝 𝐬𝐩𝐞𝐚𝐤 𝐰𝐢𝐭𝐡 𝐑𝐮𝐬𝐬𝐞𝐥𝐥. 𝐈'𝐦 𝐬𝐮𝐫𝐞 𝐡𝐞 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚𝐛𝐥𝐞 𝐭𝐨 𝐡𝐞𝐥𝐩" But of course, for this approach to work, you must build and maintain a network. You must create trust and clearly express your ask. You must be visible and approachable. You must be trusted. To help you and those in your network, I have written this article, breaking down seven practical steps to optimise your networking, built from years of experience growing global communities through Scottish Business Network and working across international markets. In the article, I focus on what actually drives results: clear intent, relevant connections, adding value, active listening, consistent follow-up, making introductions, and building long-term relationships. If you are serious about improving your networking strategy, personal brand, and business development, this is worth a read because small shifts in how you approach networking can have a disproportionate impact on outcomes. This advice is relevant for the entrepreneur building their business, the undergraduate starting their career and those who have suddenly found themselves losing their job. Please share, and hopefully, between us, we can help someone in need. What will you do differently this week to strengthen your professional network and build relationships that actually create opportunities?