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Independent research shows that companies that don't invest in growth, research and development during a recession are 2.5 times more likely to fail than those that do.

So how do I make my business stand out and drive away the competition? Obviously it is down to many things, good prices, good service etc. But how do customers remember YOU? Good branding and design work can set you apart from the rest.

As well as looking at your costs, and looking at ways to reduce them, a small investment in your company can lead to flourishing business. Grab this opportunity to get yourself noticed. Your competition may be looking at ways to cut costs, and cut back on their marketing budgets, this is an excellent chance to rebrand and get to the front.

If you don't already have a strong brand, it's not going to be expensive to get one, you need a strong logo and consistent marketing materials. This will show your customers that you are fresh thinking and ready to invest in quality.

Market your website

Rather than spending lots on advertising space, use your website to get the message across. A website can be updated with fresh content, and will never go out of date, in comparison with a large advert in a newspaper which will get thrown away once read.

"but I don't have a website"

Don't panic, just make sure you do something about it. Websites don't cost the earth, they don't have to be complicated 'Amazon' or 'E-bay style' sites. The thing that matters is that you are online, getting noticed and that you have the professional presence that you need to have.

"I've already got a website!"

It's good that you have made the first step, but does your website stand out from your competitors? and is it easy for your customers to find?

• Does your website look professional, or is it a bit amateur?
• Is any of the information out of date or unfinished?
• Does it match your current branding and market image?
• Is there anything missing from your site that competitors already have?

Pay attention to these points and you won't have to spend a fortune to improve your presence on the web.

One more thing... make sure your site is scoring high in the search engines. Keep it up to date and relevant.

Don't assume that cutting costs will stop your business from failing - keep an open mind and use the situation to get ahead.

Design council article on how design can help businesses