Some experts recommend that you “pivot” your brand during this crisis. Ignore them! PIVOT YOUR BRAND AT YOUR PERIL. Your brand should remain unshakeable, reliable, and yes, persuasive. Of course, adapt your messaging, products, and services to meet your clients’ urgent needs right now and later. If ever there was a time to magnify and dramatize the HUMAN story driving your brand, during and after the COVID crisis is it. Proclaiming features and benefits is rarely enough to close a sale–and more rarely do they represent a sustainable competitive advantage. People buy the human side of your brand; they buy you, your personal brand. Let’s talk about that!