Developing a podcast brand may be the last thing you think about when putting together your podcast.  And this may be why most podcasters fail.

The term “brand” refers to a business and marketing concept that helps people (your listeners) identify a particular company, product, or individual. Brands are intangible, which means you can't actually touch or see them. They help shape people's (your listeners) perceptions of companies, their products, or individuals.

Here's an easy way of wrapping your head around branding. 

What do people say your podcast is when you're not in the room?

Can a person (you) be a brand?

Anyone can quickly and easily be a brand. You don't need to be famous.

Branding is important because not only is it what makes a memorable impression on your listeners, but it allows your listeners to know what to expect from your podcast.

A strong brand will help your audience identify with your message and keep them coming back for more content. It also helps establish your topic as a credible source. The best podcasts have a distinct voice that is personable and authentic.  Which leads to a loyal following who will continue to listen even if they don’t have anything new to say.

The key strategies to build a strong brand are:

-Define it

-Match your podcast name to it

-Develop it

-Develop the look

-Get it out there

-Get it out there consistently

Define your podcast brand

To create your podcast brand effectively, you need to have a clear idea of the type of the brand you are wanting to create. You need to understand what your ‘brand’ is. Here are some questions that can help you.

• What is your podcast’s mission?
• What is your podcast’s vision?
• Who are you targeting as the key listeners to your show?
• Why should they listen?
• What can they expect when tuning into your show?

Match your podcast name to the brand

After defining your podcast brand, decide on a name for your show. But not just any name! You need to decide on a name that strengthens your brand, and leaves no doubt about your brand in the mind of your targeted listeners. Your podcast name needs to match your brand.

Your podcast name should be:

• unique
• catchy
• easy to remember
• consistent with the message on your podcast

Put the time in to find the right name.

Use Google searches. Brainstorm with your podcast partners, family and friends (you’d be amazed what will come out of a “beerstorming or beanstorming session”). Keep the list, let it set for a day or two, and come back to it with fresh eyes and a clear mind. Let the process work, and you’ll have the perfect podcast name that is your brand identity!

Develop that podcast brand

Develop your own signature style for your podcast. There are countless things that work together to produce your podcast’s “unique voice”, including your:

• personality
• co-hosts
• guests
• interview style
• delivery and tone of voice
• “audio logo” or intro music
• expertise in your content area
• connection with your listeners
• unique angle on your content

Develop your podcast brand look

Use color and imagery to further develop and strengthen your podcast brand’s unique identity.

Your podcast’s thumbnail cover art is typically the first thing people see when it comes to your podcast. It’s got to be on your brand! Great podcast cover art gets listeners to engage with your podcast brand. 

Get your podcast brand out there

To strengthen your brand, you need to be out there. Be present with your podcast  This simply means finding other places for your podcast and brand to be seen and heard.

Some ideas include, but are not limited to:

• guest appearances on podcasts
• speaking opportunities at conferences
• strategic social media content postings and tagging key individuals
• guest blogging
• networking events

The more places people are able to “find” your podcast brand, the stronger your presence will become.

Keep your brand out there consistently

Implement and stick to a schedule that guarantees you will successfully publish valuable content. To grow your podcast brand, you can’t change the type of content and message you are sharing. Maintain your focus to build your authority within your category.

A consistent presence of your podcast will solidify your podcast brand and help you develop a strong identity.

Podcasts are a great medium to interact with audiences and share information. A strong brand is essential for any podcast. It helps listeners identify you as an authority in your niche. It helps you cut through the clutter of podcasts in your category. 

Building a strong brand for your podcast takes time, and these are steps that can help you achieve this more quickly.

Let’s talk about what podcasting can do for your business in the next 12-months. Whether you’re B2C or B2B, we can create a content marketing strategy that will work for you.

Connect with me if you would like to talk more about this. My calendar is available on my Circle270Media Podcast Consultants business website at circle270media.com

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