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Once you have your positioning, brand elements, and tactics planned, you are ready to execute your plan. Set milestones and goals. You may already be given deadlines, such as those for tenure review. Work backward from those dates to ensure that you are able to complete your tactics in time and adjust and streamline your plan to accommodate. Know that the plan, including tactics, will develop as you see what works best or as new ideas come to mind.

Building your brand requires patience and your brand will likely evolve as you learn more about your profession and are exposed to new concepts and ideas. It is recommended to review your brand plan annually and re‐SWOT to see how you are doing over time and to keep tabs on any new threats. It is important to remember to remain true to yourself, be authentic, and continue to be a valuable contributor to your profession.