With a 40-year history in aviation safety and maintenance, Brisbane Aero Engineering is a specialist aviation engineering business operating within a highly regulated, safety-critical industry.
SECTOR: Aviation Engineering & Maintenance
ENGAGEMENT TYPE: Business Analysis, Strategy & Advisory
FOCUS: Operational Efficiency, Infrastructure Maturity, Leadership Enablement
How do you position and promote over 40 years of extensive experience, effectively while aligning to their unique combination of core values and passion?
Rather than focussing on new ideas and marketing concepts, the solution involved looking at infrastructure and operational efficiency and improving ongoing client communication.
Turning the 'spotlight' internally, the priority was on streamlining current processes from order taking to completion. This has highlighted the need for greater leadership and management skill development for the senior and meant that marketing has more of a communication emphasis. needs in order to grow safely.
The business has been operating for more than 40 years with the second-generation at the helm for the last 25
years. Over that time, Brisbane Aero Engineering has successfully maintained market share in a highly competitive industry, operated
successfully under intense regulatory constraints while building deep technical credibility, developed a resilient, values-driven
business and navigated major industry disruption.
Most notably, the business survived — and continued to operate — through COVID, despite aviation activity collapsing and planes being grounded for extended periods. This resilience and longevity speak to a strong underlying business. They initially approached YMM seeking marketing support, believing that increased visibility and lead generation were required to support growth. On the surface, this appeared to be a typical marketing engagement.
In reality, it wasn’t.
Utilising the YMM Framework we approached this engagement through the Analyse, Strategise and Advise stages, aligned with our philosophy of clarity before action and strategy before spend. Rather than pushing external marketing activity or accelerating growth prematurely, we focused on creating deep, practical understanding of how the business was actually operating.
The business was already experiencing demand, but internal processes, systems, and workflows were not structured to support sustainable growth, efficiency, or leadership oversight. Operational bottlenecks, fragmented workflows, limited infrastructure scalability, and constrained leadership visibility were creating friction inside the business and placing strain on decision-making.
What they needed was not marketing. They needed clarity, structure, and operational foundations to support business maturity and future growth. Our role with this client is to provide business growth and future-proofing advisory expertise, while ensuring operational efficiency and process.
