Economic uncertainty seems to be on top of every business leader’s mind. In fact the National Federation of Independent Business (NFIB) August Uncertainty Index was 89, well above its historical average of 68. Here are some of the reasons why:
- Costs are outpacing revenue, with firms under $500K in revenue taking the biggest hit to margins. More owners are raising prices and relying on credit, according to the Bank of America Institute, June 2026.
- Among midsize firms, the top concerns are economic uncertainty (49%), revenue and sales growth (33%), and tariffs and labor (31% each), according to JPMorganChase.
- Small business profitability fell 1.3% year over year in April 2026, the weakest reading in two years, according to the Bank of America Institute.
You probably didn’t need those stats to convince you. All you have to do is look at your own P&L.
So what can we do about it? I certainly do not have all the answers, but I have some that can help. That’s why I am writing five posts on how your brand can help you in the short- and long-term.
“It is our attitude toward events, not events themselves, which we can control.”—Epictetus
Yes, the long-term. It’s essential we do not lose sight of that because we will get through these times.
Here’s what you can expect in this series:
- One thing to some people. This is no time to be all things to all people. Know who you are and who you can serve best.
- Make your value obvious. Differentiating yourself and articulating your value has never been more important. Make sure the contrast between you and your competitors is black and white.
- Be the safe choice. Your clients are more afraid of making a bad choice than they are of spending too much.
- Stay top of mind. When your clients’ cash starts to flow again, they’ll remember you were always there.
- Your storm plan. How to reduce risk when investing in your brand, plus the short- and long-term actions that make the most sense for you.
The first post arrives on Tuesday, October 6, 2026. Check back here or subscribe to our free newsletter, Focal Point.
Want to talk about how you can ride your brand through economic uncertainty? Schedule a free, 30-minute discussion.
