Building a Podcast Brand People Won’t Shut Up About!

At the beginning of this year, I wrote a blog about building a product and what you need – focusing on the big picture – to make that product an actual success. 

But, this is a blog about podcasting, after all, and you knew it wasn’t going to take long before there was another podcasting piece front and center again. With that being said, I’d like to focus on a similar idea to that beginning-of-the-year blog, with a podcasting tilt. 

Everyone who starts a podcast wants it to be the topic of water-cooler conversation every day. Everyone dreams that what they have to talk about on their podcast is going to be as captivating as wearable technology for cows (yes, you read that correctly). 

But, not every podcast ends up with those die-hard listeners they crave – the people who will basically advertise for them by telling all their friends to listen, and carving out time during the day to make your broadcast a priority. The podcasts that are able to do that? They know something important: It’s not just what you’re talking about, but how your podcast brand resonates with people. 

When you start looking at your podcast as a brand, and a unique way to connect with people. A brand has the opportunity to form relationships, evoke emotions, and create memories. You can do that with your listeners by applying some pretty traditional branding practices.

Understand Your Audience

Marketers know the importance of understanding who their target audience really is. So, do the same when it comes to your podcast. Who is listening? Who are you trying to get to listen to you? What kind of feedback have you gotten from listeners about what they would like to hear and see from your broadcast going forward? 

When you have a better understanding of your target audience, you can tailor your content to them. Develop content that they’ll actually want to hear, rather than sticking to a script that has nothing to do with your listeners. 

Additionally, you can give your audience a community to join. Let them know they’re a part of something and that they’re important. You can do that by building a brand around your podcast that quickly pops into the audience’s head when they think of you. A great example of this is the community of people who are die-hard fans of the Hallmark show, “When Calls the Heart.” Somewhere along the line, these fans started referring to themselves as “The Hearties.” Now, the actors on the show, the show’s official Facebook page, and even broadcasts on the Hallmark channel directly reference the Hearties. It’s a perfect example of a brand that has formed into a community. 

Be Unique With Your Voice

If your podcast is about motherhood, you’re probably not going to want two men hosting your show, as it’ll likely turn a lot of moms off who would otherwise be listeners, thinking you don’t have the right perspective. 

But, having a show about motherhood hosted by moms of different ages and lifestyles? That’s a unique brand voice, and it even appeals to a wider audience. 

Your voice should be wholly and completely “you.” It should be consistent with the brand you’re trying to create, using language your listeners can relate to. You don’t have to follow some kind of formate or template to create listen-worthy content. People will see through that in a minute. Instead, focus on your individuality and how what you have to say relates to your audience. 

Make Sure Your Brand is Consistent

Once you’ve decided to build a brand, it needs to be consistent everywhere. That includes having the same artwork or logo on all of your marketing materials, website, social media, etc. Podcasts might be something people listen to, but that doesn’t mean you can ignore the visual aspect. 

The visuals associated with your brand should, again, be an accurate reflection of who you are and the message/mission you’re trying to convey. So, think carefully about everything from the colors and fonts you choose to the way you edit your photos. They’re all important to the consistency of your brand. 

Brand Building Takes Time

You might find that you need to start from the ground up to build your podcast brand. Whether you’ve been at it for years or you’re just starting out, building a brand people can actually connect with takes time, effort, and consistency above all. 

Will that die-hard loyalty and thousands of listeners happen overnight? Probably not. But, by sticking to these principles, you have a much stronger chance of building a loyal audience and growing your broadcast.