During a pandemic or any crisis, there is no such thing as being "top of mind" with consumers. People aren't thinking about buying your product or service; they have far more critical matters on their minds.

While consumers often try a brand because of its perceived benefits, they continue to buy when they become emotionally connected to the brand’s story. When carefully crafted and skillfully communicated, stories can influence and inspire in ways simple facts and raw data simply cannot. Importantly, storytelling is equally powerful in the world of business and brands. Research has proven that consumers are considerably more willing to purchase brands that have a compelling story they can relate to than from brands that do not.