Contributed to EO by Vladimir Gendelman, an EO Detroit member and founder and CEO of Company Folders, Inc., an award-winning online printing company that has helped over 5,000 businesses print more than 20 million presentation folders. The company made the Inc. 5000 list of the fastest-growing private companies in America for three consecutive years. Vladimir has shared his expertise to help entrepreneurs get the most for your printing budget and save big on custom-printed materials. Here he shares his experience on how to continue building your brand during a recession:

When sales are high, we focus resources on taking and filling orders. There’s always a list of important improvements that slides down the priority list in favor of the urgent day-to-day tasks that keep a company running. As painful as it is when sales dip, the silver lining is suddenly having a chance to do all the stuff there’s never time to do.

The key to making the most of this opportunity is to focus on improvements that enhance how we deliver on brand promise.