One in four growing businesses feels threatened by the tough economy, according to a survey by the National Federation of Independent Business. But when the going gets tough, the tough get…marketing, says Lorrie Thomas, a Santa Barbara, Calif.–based strategic brand management expert. She recommends focusing your efforts on building brand awareness both online and off. Here’s how:

1. Focus mercilessly. Aim every marketing effort toward two or three niche targets, with no exceptions, says Chris Coleman, executive vice president of marketing at Yakabod Inc., a knowledge network designer in Frederick, Md. Look for markets where you can reach influencers efficiently, the competition is scattered, or the biggest players are generalists, and where you speak the language of sector insiders.

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2. Simplify down to the bone. Identify the two most powerful benefits of your brand, and talk about nothing else. That can be tough, Coleman warns. “Most companies can’t resist going into too much detail about themselves.”

3. Consider events. Trade shows might seem quaintly old-fashioned, but they can be a highly effective brand-building tactic, says Susan Friedmann, a Lake Placid, N.Y.–based consultant who runs the Tradeshow Coach Web site. Upsides include an audience that is prequalified to have some interest in your business, and the opportunity for high-touch, face-to-face encounters. The downside is cost, including travel expenses and booth rental fees.

4. Pay to be Googled. Search engine marketing (SEM) is the most popular pay-for-performance channel available to growing businesses looking to boost their brand awareness online, says Dan Vassallo, director of engagement at the New York–based digital marketing agency Greater Than One. “Getting qualified leads is the big payoff with this strategy,” he says. “The boost to brand awareness is added sauce.”

5. Support a cause. Look around and see what the most pressing issues in your community are. Then find a way to support them through an existing charity or with your own branded program, suggests Petri Darby, chief “darn” officer (really) at Houston’s darbyDarnit Public Relations.

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