Tough times or not, you don’t see big brands stopping marketing altogether at any point. That’s because they aim to keep their name at the forefront. Small businesses should follow suit; keep putting your name out there through thick and thin (because otherwise potential customers can forget or ignore you in a flash).

Backed up by stats, a mere six months away from the public eye leads to a decrease – by 13% – in brand usage and a 6% decrease in brand image. Longer-term consequences are even more depressing as it will take you much longer to get back to where you were before tough times if you did not sustain any marketing activity.

Keep up a steady stream of targeted content (without bombarding your audience) to keep communications effective – putting you in a great position for recovery when the time comes.

That way, your name won’t disappear.