Why investing in your brand matters in tough economic times.
If there is such a thing as a time of economic certainty, goodness knows this isn’t it. Trade relations are strained, energy supplies are uncertain, and growth is projected to remain modest throughout 2025.
Given the availability of news and the scarcity of confidence, it’s easy (and understandable) for business owners to freak out. But it’s not exactly helpful.
So what can you do to weatherproof your business in such gloomy forecasts?
Build Brand Resilience
Maintaining a strong brand presence is crucial during economic downturns—it confirms your organization’s credibility and builds loyalty among your stakeholder audiences.
As noted by Proctor + Stevenson, businesses that continue investing in marketing through a downturn, funded by operational efficiencies, are 37% more likely to come out of the recession stronger than their competitors.
Seize Market Opportunities
The temptation to cut your discretionary budgets during economic downturns is what leads businesses like yours (and your competitors’) to reduce their marketing efforts. By fighting that temptation, your business can capture more attention and more market share.
As noted in 2022 by data analytics giant Nielsen, “investing in media during a recession can actually end up saving a brand money, as industry pull-back creates a supply-and-demand dynamic that favors ad buyers and lowers media costs.”
Project Confidence
Investing in marketing during times of economic downturn, says the Forbes agency council, projects confidence and stability to both consumers and stakeholders. It signals that your business is resilient and committed to its mission, which signals to your partners that yours is a reliable brand (and, as we’ve established, reliability is a hot commodity in times like these).
Don’t Disappear.
Businesses that stay visible, invest in their brand, and adapt to changing consumer behaviors don’t just survive—they emerge stronger.
Invest your time, attention, and money wisely. Like Churchill said, “success is not final, failure is not fatal: it is the courage to continue that counts.”
This post was last updated on February 5, 2025 by Matt Steringa