“Of all the successes we’ve had over the last five years, the reputation work with Jo has been a standout." Founder and former CEO, Andrew Sanderson.

Looking back, one of the frustrations I had was that most people in our industry didn’t know who we were or what we did. Some customers knew us as engineers, some as an aviation business, others as engine maintainers. We had done a lot of great things as an organisation, but they weren't recognised outside of our direct customer base. Having gone through a management buyout a couple of years earlier, we were ready to expand the business and take it up a level.

We knew the importance of reputation to our business. We had previously engaged Jo to help with brand and marketing strategy. The reputation process she proposed made sense, and we set our reputation goal. We made a number of changes within the business to align with our vision over 12 months. The first step was to establish ourselves in the Australian aerospace market.

With Jo's guidance, we began to proactively build our reputation in Australian aerospace over the next few years. In 2019, we acquired several companies in the US and started the global part of our reputation journey. Two years later, Rolls-Royce, GE, and Honeywell approached us to work on their new engines in our region based on our reputation.

By 2021, we were established and recognised as a global aerospace brand, and approaching the top 100 global aerospace companies. In five years, we grew from four sites in Australia to eleven sites around the world and doubled our revenues.

Jo taught us to be proactive about building our reputation and it became central to everything we did. Her experience in knowing the right steps to take was a key part of our success. Had we not taken that reputation journey with Jo we clearly wouldn’t be the company we are today.”

TAE Aerospace was sucessfully acquired by ASDAM Group in 2022.