Business 15 www.aftermarketonline.net MARCH 2026 Drawing on the power of your personal brand Bestselling small business author Dee Blick shares marketing wisdom from her new book Your personal brand is what you stand for; your values, authenticity and how you treat those around you. It’s important that your personal brand aligns with your business brand. When a customer meets you and then encounters your business, they should experience a seamless connection; smiles and ‘aha!’ moments, not confusion. It’s tempting, as a time pressed technician, to think that personal branding is not relevant to you when it absolutely is! With customers increasingly looking for compelling reasons to choose a workshop and once on board, to stay with them, your personal brand elevates you as the ultimate business ambassador. Being authentic is the ace up your sleeve. Here is some insight from my new bestselling book, You’re the Best! How to build an authentic and magnetic personal brand. Being authentic should not challenge you. It starts on territory you’re already familiar with, namely understanding your values and living them. Your values are the moral compass that guide you when times are tough. They reflect how you treat the people around you, regardless of their status, and how you structure your business to be ethical and fair. Being authentic is about being real, not hiding behind smoke and mirrors, so that that every person that connects with you — customers, prospects, colleagues, suppliers, and partners — trusts you because you’re genuine and transparent. They feel comfortable in your presence. They keep coming back because you’re building relationships that are for the mutual benefit of all. Recognise that being consistent is at the heart of your personal brand. It’s human nature to have ‘off days’ but manage your emotions so as not to cause confusion and uncertainty through your communication. Customers will come back. Become visible! Consider short videos on your socials and website sharing your story, your vision, your customer service ethos and how you work as a garage. If you have a team page update it with good images of each one of you with a few paragraphs sharing qualifications and experience. Inspire your team so they in turn can inspire prospects and customers! The people that work for you should understand and buy into your vision, values, and mission. Beneath the workplace banter lies a robust and compelling message I encourage you to share. Network beyond your business. One of the most powerful ways to become ‘The Sought After’ is to connect with like-minded businesspeople, inside your sector and in the bigger business world. The cliched phrase that ‘people buy from people’ holds true. When you talk about your business and what inspires you to deliver excellence, you arouse intrigue and curiosity. You become hard to forget. I hope you can see the value in building your personal brand. You have the ingredients; it’s time to focus on bringing them together and shining your light! Blick is a Fellow of the Chartered Institute of Marketing with 20 years’ experience of the automotive sector.
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