Creating Your Podcast Brand – PTC 394

June 25, 2022

When you are creating your podcast brand, be intentional. Decide what you want your podcast brand to represent. Then, take the actions to create that brand.

Your brand is how your podcast and company are perceived by people who experience it. It is much more than your logo. Your brand evokes emotion for your listeners and customers.

A strong, unique brand image is an essential part of building a good relationship with customers.

If your listeners and customers feel that you both share the same values, they’ll be attracted to your brand. They will likely feel comfortable choosing you over the competition.

This is what your podcast can help create. Your content builds this rapport with your listener and reinforces your brand.

In reverse, your brand creates a filter for your content. When your content fits the brand, you reinforce the relationship.

YOUR BRAND

A brand isn’t something that happens overnight. It is something you nurture.

Your brand will serve as a filter for everything you do. The consistent actions you take help you build the brand over time. Consistency also builds trust.

We once launched a radio station that was going up against a heritage station that had been in the format for 15 years.

Our competition was a Top 40 radio station. Many of their listeners grew up with the station. It wasn’t going to be easy to knock them off.

We knew we couldn’t go up against them toe-to-toe. If we were identical, there would be no reason to make the switch.

To win, we decided to be everything they couldn’t be. Our brand had to be something special.

As we built the station, we knew the competition was focused on competing against another station that had a little older audience. The station needed to be careful with their music, so they didn’t lose the upper end of their listeners.

Therefore, we decided to add a little more rap and hip hop. Not a ton. Just enough to make us a little more relevant to the younger audience.

They had a morning show that talked a lot. We had no morning show and played nothing but music.

Most importantly, they had big egos and did a poor job connecting to the younger listeners. We let the listeners own our radio station.

For all of your new music, we had listeners introduce it. Our listeners introduced every song on the Top 9 at 9. Listeners were all over our radio station with shout outs, requests and contests.

We empowered our listeners to help shape the sound of the station. The competition continued to operate as they always had.

OUR FILTER

Within one year, we didn’t just beat them. We were the number one station in town. Six months later, the other station conceded and changed format completely.

I’m not saying you need a competitor to guide your brand. You simply need to decide what your brand means in the eyes of your listeners and clients.

We used “the people’s station” as a filter for everything we did. How could we make listeners part of the music, the contests, and the marketing? We decided we wouldn’t be the stars. The listeners needed to be the stars.

What will your brand be? Build your filter.

LOVE HATE

I am always in favor of making people love your or hate you. At least they care.

If you have people commenting one way or the other, positively or negatively, at least you are making them care enough to pick a side.

Trying to ride the fence is a lonely place. Nobody cares, and that is the worst place to be.

Stir some emotion.

Your firm dedication to your position is critical for your podcast brand identity. Stand for something.

Politicians aren’t trusted, because they constantly change their mind. Pick a side and stick with it.

Be concrete in your beliefs. If you love something, shout it from the rooftops. If you really dislike something, be open about it. Either way, stand your ground for the health of your brand.

7 WAYS

There are 7 ways to create your podcast brand.

1. Talk about what you care about – Find topics that excite you

2. Show prep – Know your position

3. Have a goal for every episode – When listening to “Smart Passive Income” with Pat Flynn, Pat said podcasters and speakers should always ask, “What transformation do you hope to have happen for your audience?”

4. Make it interesting by being interested – Even with guests

5. Don’t take the first idea, work a topic

Various things to do with a topic
Doesn’t always have to be an interview
Parody song, skit, long form report with natural sound (experience), demonstration

6. Never be boring – Do something unexpected

7. Have a strategy – Not only what you hope to accomplish, but how to accomplish & how it affects the brand.