Let’s talk about your brand. What are you doing to make your podcast brand stand out from the others? We need to find ways to make you unique. When people hear your name, they need to think of something specific. That is the power of a unique podcast brand.
The word brand is defined as “a kind or variety of something distinguished by some distinctive characteristic.”
Don’t try to be all things to all people. It diminishes your brand. If you try to be everything, your podcast brand won’t have an identity.
FORD BRAND
Ford recently announced they plan to stop making all passenger cars except the Mustang. The auto manufacturer feels the sedan is becoming less and less relevant to American motorists. The company will now focus on the pickup, SUV and crossover-utility vehicle markets, feeding on the healthy parts of their business.
What Ford is really doing is focusing the brand of the company. Ford’s F-series truck has been America’s best-selling vehicle for the past 36 years. That is among ALL vehicles. It has been the best-selling truck in the U.S. for 41 years. Ford is known for trucks. The company is going all in on its brand.
PORSCHE BRAND
Now, think of the Porsche. What comes to mind? Its slick design. Its speed. One of the world’s greatest sports cars. I love the Porsche 911 Carrera with the sloped back and those classic, round, bubble headlights. It is the 2-door sports car icon.
When you think of a Porsche, do you think of a Crossover … this centuries answer to the station wagon of the 1970s? Pile the kids in the back and head to WalMart.
No. The Porsche is the epitome of masculine sports car. It is not the station wagon substitute.
So, why did Porsche roll out the Cayenne mid-size luxury crossover sport utility vehicle in 2002? How does this help their brand? Porsche shouldn’t be crossover nor sport utility. That isn’t what the brand stands for.
Reviews of the vehicle say the Cayenne can go zero to 60-miles-per-hour in 3.7 seconds with a top speed of 177. I guess that will be great if you’re running late for the school carpool.
Brands occupy a position in the mind. McDonald’s sells hamburgers. Nike is known for running shoes. Ford is known for pickup trucks.
When people think of your brand, what comes to mind? How are you making your position unique from everyone else?
CREATE YOUR PODCAST BRAND
Here are 8 ways to position your podcast brand to create a unique image in the mind of your consumer.
1. Talk about what you care about
Find topics that excite you.
Stay focused on your topic.
2. Show prep
Know the position you will take with this topic.
3. Tell stories
Stories are unique and engage.
We talked about this on the last episode.
Stories help you build familiarity, likability and trust.
4. 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?”
5. Make it interesting by being interested
This is applicable even with guests.
You can’t expect your listeners to be interested if you are not.
6. Don’t take the first idea, work a topic
There are various things to do with a topic.
It doesn’t always have to be an interview.
You could use a parody song, skit, long form report with natural sound (experience), demonstration or a variety of other treatments.
7. Never be boring
Do something unexpected.
8. Have a strategy
Not only what you hope to accomplish, but determine how to accomplish your goal.
Define how the content affects the brand.
Don’t try to be all things to all people. It diminishes your brand. If you try to be everything, your podcast brand won’t have an identity. Position your podcast brand to create a unique image in the mind of your consumer.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can also find tools to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
