They say the best time to invest in property - or the stock market - was 30 years ago.
The second-best time?
Today.
Because whether it’s finance, fitness or your future, real growth doesn’t come from perfect timing.
It comes from starting.
And the same is true with your marketing.
Too often, we hear from kitchen retailers who only want to act when they need leads.
But by that point, they’re not marketing from a place of strength. They’re playing catch-up.
We see it every weekend - football, rugby, you name it.
A team falls behind. The clock’s against them. And suddenly, it’s all long balls, forced passes, high-risk decisions.
That’s not strategy. That’s panic.
It can work - but it’s rarely efficient, and never ideal.
Yet many retailers approach their marketing this way: only showing up when things slow down, only investing when the showroom is quiet, and only advertising when enquiries dry up.
The smarter play is building your brand before you need it.
Brand awareness isn’t just about glossy logos or clever straplines.
It’s about being remembered.
Being the name people already know before they search ‘kitchens near me.’
Being the business they’ve seen on Instagram, or driven past a dozen times.
Being familiar enough that, when the time comes to buy, you’re not a stranger - you’re the default.
That kind of awareness doesn’t happen overnight.
It’s built steadily - through consistency, visibility, and relevance.
And yes, it requires investment. But not blind spend. Smart, measured investment that pays you back over time - in cheaper leads, faster conversions and stronger word of mouth.
The retailers who embrace this approach rarely find themselves in panic mode.
Because when demand picks up, they’re already positioned.
They’re remembered. They’re respected. They’re ready.
So, if you’ve been putting it off or telling yourself it’s “something to look at next year,” let this be your nudge.
The best time to start building your brand was 30 years ago.
The second-best time… is today.