I’ve been reading a number of books on branding written by people from advertising agencies. They invariably regard advertising – most often citing TV ads – as the most potent vehicle for branding.

They have a case. Television is an excellent vehicle for emotional storytelling. These experts point to ads we all know (and love?) as proof of its power. From cars to sugar water to potato chips, TV advertising has driven brands to success by making even the most prosaic product features resonate with emotional importance.

But what about all the (big) brands in this world that never use TV ads. I am, of course, talking about all the brands who simply can’t afford TV advertising, or which can’t find a way to make it efficient given their finite target audience (e.g. a very specific customer or B2B segment).

These advertising specialists I’ve been reading also have a tendency to be entirely focused on consumers or customers, as if the brand’s only mission is to influence external buyers and prospects.

But what about all the (big) brands in this world that recognize that their employees are, in fact, their “advertising”?

How can brands create an emotional aura without a huge advertising budget?

Even without having the power of TV advertising, B2C and B2B brands can engage in emotional storytelling by creating a workplace culture that engenders empathy, respect and compassion.

• They can create a culture driven by a purpose that inspires and motivates employees, and which differentiates the brand in the hearts and minds of customers

• They can formulate a powerful story and create a storytelling culture that injects greater emotional impact into their sales and marketing messages

• They can change the behavior of their brand, and its people, to create both employee and customer experiences that leverage emotion as they build conviction.

I believe that by shifting their culture, changing their behavior, and telling emotionally meaningful stories, brands can create a new energy – an energy that’s more powerful than even a Super Bowl TV spot.

Why?

Because it is delivered one-on-one, person-to-person,human-to-human, heart-to-heart.

Make sure your brand strategy helps your employees know how to behave. What stories to tell. How to tell them. And how to evoke the positive feelings your brand wants to make people feel.

Interested in learning more? Download our white paper on Emotive Branding. It shares our brand strategy methodology that explains how to lead with purpose, change behavior, and help achieve numerous meaningful brand outcomes. No television advertising needed.

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Emotive Brand is a San Francisco brand strategy firm.