17 Steps To Elevate Brand Relevance Regardless Of Fluctuating Markets

Forbes

6 days ago

With business uncertainty looming regularly, brand strategists must stay ahead of the game by planning their seasonal campaigns and everyday communications to strengthen loyalty and trust among their customers—who have plenty of other options to choose from when the market begins to change for better or worse.
Below, 17 Forbes Business Development Council members each share one best practice to address reduced consumer demand and shifting purchasing behaviors during an often unforeseeable business climate.
1. Regularly Engage With Core Customers
Continue to engage with core customers to understand their evolving needs. Then adapt the offering—whether that's through pricing, value-added services or bundling—to stay relevant. Agility and direct feedback loops are key to staying ahead of shifting behaviors. - Marek Niedzwiedz, aeXea Group
2. Pivot Quickly With A Purpose
In uncertain times, the ability to pivot—with speed and purpose—is the ultimate competitive advantage. Invest in resilience readiness by building agile systems, empowering cross-functional teams and leveraging real-time data to adapt quickly. Anticipate change, test often and stay customer-obsessed. - Lori Thomas, MetTel
3. Remind Customers About Your Brand's Value
Consistently reassure your customers that you can deliver, no matter what the current business or geopolitical climate is. It is key to remind them of your product's value in their business before a reduction occurs. At the same time, let your customers know that you understand business models are dynamic and that you can still support them in light of shifting demands. - Tlalit Bussi Tel Tzure, IceCure Medical
4. Create Authentic, Emotional Connections With Customers
Understanding consumer behavior is crucial to determining what is of value and what consumers are willing to spend on. When consumers face financial restraints, their relationship with a brand is a crucial factor in whether they will continue to purchase from there. Consumers buy things that resonate with their core values, so finding a point of authentic, emotional connection helps retain business. - Amanda Cioletti, Informa Markets
5. Target High-Ranking Decision Makers
Today's software buyers aren't just one person—they're an entire buying committee, and new members join that committee all the time. This includes CFOs and other C-suite professionals who may not have been your target customer in the past. Teams must shift their focus to selling to a larger group of high-ranking decision makers who are more likely to scrutinize the deal. - Toby Carrington, Seismic
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6. Simplify Your Product Message
When demand drops, the smart play is to simplify and add value. Consumers are looking for transparency and efficiency. Using AI and real-time data to personalize and streamline the experience isn't just smart—it's how you stay relevant and earn trust in a volatile market. - Erik Greenstein, United Parcel Service
7. Use Data Insights To Track Consumer Patterns
Capturing and utilizing real-time data is critical to remaining competitive in this fast-paced, data-rich environment. From rapid responses to market changes and improved inventory selection to moving with customer needs and utilizing predictive insights, using data to stay responsive to change will aid in exceeding consumer expectations and ensuring your company's flexibility. - Jim O'Brien, The Raymond Corporation
8. Focus On High ROI And Retention-Rich Market Segments
Use a data-driven investment framework to reallocate spend toward high ROI and retention-rich segments. In uncertain markets, focus on durable growth—optimize for margin, lifetime value and early retention signals, not just volume. Let performance guide precision. - Shikha Agarwal, Yelp
9. Highlight Brand Essentials
When demand drops, listen closely to your customers. Maybe their needs have changed, and you didn't keep pace, or the business relationship grew distant over time. Understand what created the shift in price, competition or priorities. Cut the fluff, focus on essentials and adapt your offer to meet real needs. In uncertain markets, relevance, simplicity and clear value win. Agility is your key advantage. - Anna Jankowska, RTB House
10. Build Long-Term Trust With Your Consumer Base
People do business with people they trust, especially during an uncertain business climate. Trust is built through a unified, consistent experience across your go-to-market teams. If you've been able to build trust over time and deliver value at every stage of the customer journey, you'll be top of mind when your customers are ready to buy. - Julie Thomas, ValueSelling Associates
11. Make Every Effort To Maintain (And Explain) Price Points
In times of uncertain demand, maintaining pricing consistency (not raising prices) can reassure your customers that they can count on you as a supplier. Consider lowering prices to help customers out in tough times. If prices need to be raised, such as with tariffs or supply chain disruptions, clear communications and explanations are key. - Doug Fuehne, Pricefx
12. Diversify Your Customer Acquisition Strategy
A key component to being responsive to shifting purchase behaviors and demand is to ensure you have a diversified customer acquisition strategy. Being overly dependent on a single vertical or partner makes you less flexible and more vulnerable to demand changes. Having a diversified product distribution channel enables you to lean in where demand stays strong or increases when others soften. - Mark Cerminaro, Rapid Finance
13. Avoid Chasing Trends
When demand drops and behaviors shift, start by truly listening to your customers. Then, let data guide your understanding of what's changing. We've found that combining human instinct with AI-driven insight helps us respond early and with confidence. Don't chase trends. Solve real problems. That's how you stay trusted and relevant, even in uncertain markets. - Ashu Goel, WinWire
14. Explain Your Product Solution In The Message
In uncertain times, map your offering to emerging pain, not just value. As priorities shift, buyers seek solutions to urgent problems, not aspirations. Pivot messaging to address current friction. As the saying goes, 'Sell the problem you solve, not the product.' Be the painkiller—they'll trust what truly helps now. - Praneeth Kudithipudi, Sacumen
15. Stay Rooted In The Bare Basics
When things are uncertain, go back to the basics. Talk to your customers, listen closely and notice what's really changing—not just what they buy, but why. Keep your offer simple, focus on what helps them and make it easy to choose you. What solves their problem is what stands out. - Vipin Thomas, SparrowGenie
16. Make Allowances For Untapped Markets
Demand will always fluctuate unless you are in the general medicine or education sector. Businesses need to plan for the troughs and crests through a focus on untapped markets and blue oceans. It's necessary to keep operating expense (OpEx) budgets in control, retrain employees and develop long-term strategic planning, while also maintaining consistent engagement with existing loyal customers. - Anoma Baste, Space Matrix
17. Always Demonstrate Your Brand's Humanity
Focus on deepening customer relationships. Use data to understand shifting needs, then personalize your offers, messaging and support. Loyalty comes from relevance, so adapt quickly, stay human and solve real problems. Brands that listen and respond with agility will stay top of mind, even when demand dips. - Luke Boddis, Checkout.com