Business 10 www.aftermarketonline.net FEBRUARY 2026 Building your brand on a shoestring Bestselling small business author Dee Blick shares marketing wisdom from her new book — You’re the Best! How to build an authentic and magnetic personal brand When I hear a technician saying, ‘I’ve got my brand sorted out,’ they’re usually referring to their logo and branded work wear. I love this description of a brand which goes way beyond good looks: ‘A brand is a promise to your customers, the totality of perceptions about a product, service or business, the relationship customers have with it based on past experiences, present associations, and future expectations… brand reality is always defined by the customer’s view.’ Your brand rests on what customers think about it — motorists and referring partners. And what they think about you as an ambassador for your brand. A brand, not just a business You want to be a standout workshop, a magnet that draws people in for the long haul. Satisfying customers’ needs and delivering a brilliant service, are the building blocks of a strong brand. And with a strong brand your workshop benefits as follows: O Customers reward you with their loyalty even when tested by competitors. And they recommend you. O Customers are not overly sensitive about price increases. Price is important but not a deal breaker. Your high standards, record of training, plus the extras you deliver, provide some protection against those increases you cannot control. O It takes less time to close the sale. As customers are confident in you and your brand they’re primed to say ‘yes’. O When times are tough, customers are reluctant to stop using you, especially when you make it easy for them to stay. To build your business into a brand, focus on the following: Visibility. This is what customers see when they look at your business. It encompasses your business name, logo, and associated imagery. It extends to how you present yourself and your workshop, when promoting your business; if you’re onbrand or, putting barriers in the way, because you stand out for the wrong reasons. Consistency. This is about the service you deliver to customers and if it’s dependable all the time. Consistency fits into the Lean philosophy of right first time, on time every time. It doesn’t work if on some days, you go all out to deliver a sterling
RkJQdWJsaXNoZXIy MjQ0NzM=