If your brand has history, awareness, and a loyal base, but growth has slowed, it may be time to re-evaluate your marketing investment. Stagnation doesn’t have to mean decline. With the right budget strategy, you can spark innovation, refresh relevance, and unlock new revenue streams.

Here’s a step-by-step checklist to guide your approach:

1. Benchmark Your Budget

• Spend a moderate percentage of net revenue – typically 5–15%, depending on your sector and goals.
• Be prepared to increase temporarily for major rebranding or product launches.

2. Balance Core and New Investment

• Split spend between:
  • Sustaining core channels (what’s working)
  • Investing in innovation (what could work better)
• Innovation may include:
  • New products or services
  • Entry into new customer segments
  • Emerging channels or media

3. Refresh the Brand, Reignite the Story

• Is your brand still resonating? Consider a repositioning or storytelling refresh to re-engage lapsed or passive customers.
• Rebranding? Allocate sufficient budget for rollout across content, campaigns, assets, and internal adoption.

4. Revisit Acquisition Strategies

• Short-term growth may need a higher allocation to performance marketing.
• Consider modernising your mix: influencer partnerships, digital-first video, paid social, or affiliate models.

5. Explore Strategic Collaborations

• Partnerships can unlock untapped audiences and create fresh relevance without starting from scratch.

6. Refer Back to Foundational Budgeting Guidance

• For a comprehensive look at structuring your budget and marketing mix, revisit our main guide here.

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Growth may have paused, but with focused investment and strategic renewal, your next phase could be the start of your return.