Launching A Company In Uncertain Times? 17 Marketing Tips For Founders

Forbes

15-07-2025

Starting a business is never easy, and launching amid economic unpredictability adds an extra layer to the challenge. New founders must be both bold and adaptable in how they position and promote their brands, considering tightened consumer spending and fast-changing market signals.
Here, 17 members of Forbes Agency Council share marketing tips to build trust, drive value and create lasting customer relationships from day one. Check out their insights below to launch a new business with confidence, no matter the economic climate.
1. Lead With A Customer-Centered Story
In uncertain times, it's important to lead with a clear story that makes your customer the hero. You need to show why your business exists, how you help customers win, and build real relationships around that. Clarity, connection and trust cut through noise, and they're more durable than hype. - Ted Raad, Trend
2. Repeat One Clear Message In Many Formats
In unpredictable markets, don't wait for the perfect launch. The key is to build systems that make your story stick. Smart entrepreneurs publish one clear message in multiple formats, including press releases, podcasts, social media and community engagement. Repetition builds memory, and in an AI-first world, memory drives trust, traction and discovery. - Kyle Arteaga, The Bulleit Group
3. Stay Lean, Be Reliable And Stay The Course
I launched my company at the height of the economic downturn from the banking crisis, and it taught me several lessons. First, you must stay very lean. Second, you should position yourself as a relief, or the 'safe choice,' to solve an end-user pain point. Third (most importantly), you need to stay the course. Fifteen years post-launch, I have weathered several economic storms. Remember who you are and why you are doing this, then dig in. - Rebecca Brooks, Alter Agents
4. Trust Your Instincts And Take The Leap
There's no such thing as the 'perfect time'—so don't wait for it. You must take the leap, trust yourself and follow your instincts. You've got more power within you than you think. One of my favorite quotes from Zig Ziglar says it best: 'If you wait until all the lights are green before you leave home, you'll never get started on your trip to the top.' Success is on the other side of fear. Let's go! - Hernan Tagliani, Tagliani Multicultural
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5. Deliver Outstanding Experiences
When has the economy not been unpredictable? There will always be forces working against your business. So, regardless of when you launch, you must focus on delivering an outstanding experience for your customers. As a founder, you need to treat your employees so well that they willingly serve as your most enthusiastic brand ambassadors and provide as much sincere value to your community as possible. Then, you can tell that story. - Scott Greggory, MadAveGroup
6. Build Trust Early
Founders need to focus on building trust early. You can start by sharing your story, being transparent about your values and listening closely to your audience. In uncertain times, people gravitate toward brands that feel real and reliable. You should start small, stay consistent and let your customers shape the direction with real feedback. - Guy Leon Sheetrit, Guac Digital
7. Differentiate Through Education-Led Marketing
In a volatile market where consumers are spend-conscious, they gravitate toward brands that feel essential, not optional. Here, differentiation is everything, and utilizing education-led marketing strategies can clearly position your brand, plus build trust and relevance. You must give people a reason to choose you, which comes from solving a real need and connecting emotionally through shared values. - Kim Lawton, Enthuse Marketing
8. Prioritize Data-Driven, Measurable Campaigns
Founders must prioritize data-driven, measurable marketing that demonstrates immediate value. Every dollar spent must contribute to revenue. You should avoid wasting ad spend on highly targeted campaigns. Your efforts need to show tangible ROI and always be driving leads and sales. Founders should be opportunistic in adopting new technologies and strategies that offer better results and provide real value to prospects. - Ajay Gupta, Stirista
9. Use Authentic Storytelling To Build Trust
In uncertain times, clarity and authenticity are your greatest marketing assets. You can't just say you're different; you have to show it. Founders should lean into storytelling that reflects who they are and what they solve, and back it up with results (even early ones). You can demonstrate your impact by highlighting client wins, beta feedback or your team's expertise to build trust before the market is ready to buy. - Natalie Nathanson, Magnetude Consulting
10. Identify Opportunities And Be Ready To Pivot
In any environment, there are opportunities. Our agency specialized in travel and tourism when the pandemic hit, but we had one healthcare client, so we leaned into healthcare. Now, we are leaning into automation and brand development. You should be looking for the 'blue sky' where you can bring the most value, lean in and be ready to pivot. Starting a new business is risky in any environment, but don't let it stop you. - Kami Watson Huyse, Zoetica
11. Focus On Authentic Relationships And Community
New founders must remain flexible and focus on providing real value. Instead of pushing for big, flashy campaigns, you should focus on building strong, authentic relationships with your customers. Some strategies are utilizing content marketing channels and listening to what your audience is saying, adjusting your messaging as needed and staying connected with them to build a loyal, engaged community around your brand. - Uri Samet, Buzz Dealer
12. Lead With Conviction And A Bold POV
The key is to lead with conviction, not caution. In uncertain times, lukewarm brands get ignored. You have to pick a bold point of view, say it loudly and say it often. Fear is ambient, so cut through it with clarity. People don't want 'safe;' they want someone who sounds sure. - Curtis Priest, Pixelcarve Inc.
13. Build A Strong Online Presence Across Channels
Building a strong online presence by tapping into SEO, influencers, partnerships and PR is the way to go. You should create an ecosystem that covers different groups of your target audience in the widest possible channels where they can be 'caught.' In addition, in times of crisis, when paid performance tools fade into the background, a strong brand and reputation will work for you. - Michael Kuzminov, HypeFactory
14. Embrace Change, Self-Reliance And Resilience
There's never a perfect time to launch, but when you do, be prepared for constant change. These times will teach you resilience, self-reliance and the ability to appreciate that change brings opportunities. Evolution is natural, and those who embrace it will survive to grow stronger. 'Adapt, flee or die' are words that embody true leaders who know change is inevitable. Authenticity and tenacity are keys to success. - Terry Zelen, Zelen Communications
15. Enforce Lean Marketing; Validate Data With Testing
Founders should enforce lean marketing tactics, such as focusing on A/B testing combined with a lower ad spend. Once you're able to validate the data, you can allocate further ad spend and expand marketing efforts with influencer partnerships that resonate with those audiences. - Jordan Edelson, Appetizer Mobile LLC
16. Build A Marketing System, Not Just A Campaign
It's crucial to build a marketing system, not just a campaign. In uncertain times, campaigns fade fast, but systems scale. You can set up a repeatable engine that aligns brand strategy, content, SEO, AI tools and lead generation so you can adapt without starting from scratch every time the market shifts. That's how you create stability in a volatile world. - Don Dodds, M16 Marketing
17. Move Quickly To Seize The Moment
Usually, in 'great' times, it's very hard to find the 'needs' of consumers that lead to new ways to solve problems because the status quo is so good for them. Challenging times uncover the issues to be solved: billion-dollar problems in need of million-dollar solutions. Founders don't have the baggage of legacy holding them to a status quo and can move quickly to seize the moment. - Josh Yudin, The Academy of Marketing