The word recession instills fear, panic, and anxiety in most individuals, and rightfully so. Recessions usually lead to massive layoffs, decreased consumer spending, and business bankruptcy. While uncertainty can be challenging to navigate as a leader, having a plan can ensure your brand comes out on top.

An economic downturn can be an opportunity to gain control and authority. Below are five ways entrepreneurs can prevail during a recession.

Refrain from fear-based decisions

Humans are emotional beings, so it’s no surprise that stressful situations cause us to make impulsive and sometimes risky decisions. Don’t be afraid to lean on your network, team, or expert counsel for advice and guidance. While the final decision is yours, it helps to get an outside perspective on a big decision that can impact your business, team, and family.

Embrace an adaptable business model

If there’s anything the pandemic taught us, it’s the importance of being flexible and adaptable. Implementing this mindset can ultimately be the lifeline of your business. Covid-19 was the worst-case scenario for millions of business owners. The ones who adapted to those circumstances were the ones who survived. What’s the worst thing that can happen to your business? Would you be able to adapt and prevail?

Innovate to become indispensable

Innovation is often confused with technology. Although both work in alignment, adopting innovation does not require an in-house IT department. In business, innovation means modifying products, services, or operations to improve offerings. Consumer demands are constantly changing, so companies must be willing to keep up with their needs to stay relevant.

Get strategic about who you serve

Defining a target audience is an essential component of launching a business. It enables you to focus on the needs of a specific group of consumers who are more likely to want or need your company’s offerings. Staying true to a target market will help your company develop effective communication strategies and generate relevant business leads.

Be mindful of your marketing strategy

When a company faces financial challenges, one of the first line-items cut is the marketing budget. The department is often viewed as a non-essential cost, ignoring the idea that marketing is vital to brand awareness, customer engagement, and sales. If you’re looking to cut costs, take the time to review previous marketing reports and use those results to help you identify where to spend your marketing dollars. Your target market should know your business exists. A strong marketing strategy is essential to your business’s future during a recession.