Make 2026 your ‘wow’ year, says marketing expert

Rising costs – especially utility bills, national insurance and the minimum wage – will continue to be felt this year. Keeping costs under control remains a challenge, especially with margins already cut to the bone – does this mean you should scale back brand operations because the hill is too big to climb? According to Dee Blick: “Absolutely not!”

If ever there was a time to build your brand, it’s now. And what better time than a new year when we’re all focused on improvement. Brands that stand out for the right reasons attract trade and foster loyalty.

If you’re a motor factor that places a premium on delivering exceptional customer service, the good news is you’re already on the road to building a compelling and magnetic brand. Rather than customers, especially trade customers, seeing you simply as a shifter of products minus the frills, you’re regarded as an exemplar, a safe and trusted pair of hands.

A motor factor that values every customer and that steps onto the road less travelled when it comes to service – before the sale, during the sale and when the till has stopped ringing – is one that builds loyalty, one interaction after another.

Building your business into a great brand is not as onerous as it seems. Last month I wrote about the five pillars of branding and encouraged you to explore the whole arena of branding with an open mind, considering how you can make your business even more professional and customer-oriented.

Let me now introduce you to the ‘WOW Plus 1’ model, which I’ve trained clients in for decades, including many motor factors and workshops. It’s so simple that the reaction has often been: “Why on earth did we not think of this before?”

The good news is that it costs nothing to put this model at the heart of your business. It’s designed to help you take customer service to the next level, where the biggest commitment you make is ensuring every member of your team buys into it.

WHAT IS THE MODEL?

This model is based on the premise that every communication with a prospect and customer – written, phone, social media, email, text or face-to-face – is an opportunity to wow them and so make it more likely they’ll choose you, remain loyal to you and recommend you.

Bring the model into the heart of your business where you make it your mission to consistently delight every customer; one time only, repeat purchase customers and trade customers.

You’re aiming for satisfaction, which is simply meeting the expectations of every customer then adding one extra human connection into the mix: one more contact, one moment of thoughtfulness, one minute of your time, one check to see they’re happy.

The effect of meeting a customer’s expectations and adding in one simple element leads to the “wow” responses of “wow, that’s great”, “wow, what great service”, “wow, that was thoughtful” and “wow, I didn’t expect that”.

The great thing about being a business committed to this philosophy is that, on this basis, you meet the following criteria: you’re instantly noticed and valued by customers, your actions are quick and easy to implement, they cost little or nothing, and they are applied consistently – not just when you and your team are in a good mood or have the time to be thoughtful.

Of course, they are the ultimate brand builders – my question is, what are you delivering now in the way of ‘wows’? Make a list of all the wows you could deliver, are delivering, and share them with your team. Explain their importance in building your customer-centred brand. Them put them into practice.

REVIEW AND REFLECT

It takes time to embed new behaviours, so review your strategy every month to ensure it stays on your radar and that of every team member. Customers receiving the wow treatment will not only recommend you and come back to you, but they’re likely to forgive you when you don’t get it right.

In 2026, I predict that any business making a commitment to upping their game without spending money for the privilege will reap the rewards. Your customers expect good service from you, delivered consistently. Go one step further: make it your mission to wow every time they pick up the phone, send an email, read a social post, and walk through the door.

You cannot put a price on great feelings and for many customers, what they feel about you and your business is up there with their reasons to stay with you. And reasons to move from you.

Dee is an international bestselling author and is a fellow of the Chartered Institute of Marketing with 40 years marketing experience – 20 of those working in the automotive aftermarket with motor factors and workshops. Her latest book – You’re the Best! How to Build an Authentic and Magnetic Personal Brand – is available on Amazon. In the words of one reviewer: “Dee’s latest book nails branding for the busy business owner.”