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3 Key Elements To A Rockstar Podcast Brand – Episode 108
Why is a brand so important for your podcast? Your brand communicates the essence of you, your podcast, your business and everything you represent.
There are many, many definitions of a brand. Basically, it is your identity.
When people think of you and your podcast, what comes to mind? There are usually a couple words that your brand represents in the mind of the consumer.
Apple is Think Different. Nike is Just Do It. Ford is Built Ford Tough.
Those brands are more than just slogans. They mean something to the consumer. Different is part of the fabric that makes up Apple. Everything they do is different.
Many companies try to add slogans thinking it will become their brand identity. Most of the time, the words just become throw away tag lines.
IBM is currently using “building a smarter planet” as their slogan. What does that mean? There are many articles written on the brilliance of this campaign. However, most of the writing centers around the cool logo, the social aspect of the idea and Watson, the mega computer. How does that change my life? What’s in it for me? How am I smarter because of that slogan?
An iPod is different. The iOS platform is different. Apple is different. When I interact with the product, I am different as well. We can be different together.
“Different together” is one element of a cult brand as described by B.J. Bueno in “The Power of Cult Branding”. We’ve discussed that in a past episode.
I truly enjoy studying branding. When I was completing my M.B.A., I studies branding all I could. I have read many books on branding in addition to “Cult Branding.” Those include “The 22 Immutable Laws of Branding” by Ries & Ries and “Brand Like a Rock Star” by Steve Jones.
“Different together” brings us to the first element of a successful brand.
Consistent
To create a solid brand, you need to be consistent. Consistent with your message. Consistent with your promise. Consistent with your image.
When you think of great brands like McDonald’s, Coca Cola and Nike, you can see the evidence of solid consistency. When you walk into McDonald’s, you know exactly what you will get. You’ll get inexpensive hamburgers fast.
It doesn’t matter if it is a McDonald’s in Missoula, Montana or Mexico City, Mexico. The brand will be the same. You may be experience some small differences in the menu. For the most part, you’ll still get hamburgers, french fries and a Coke.
And of course the Big Mac. If you head into a McDonald’s and suddenly find fish n chips or bratwurst as the main entree, your trust in the brand will be destroyed. You won’t be sure what you’ll get next time you visit.
Your podcast must be just as consistent in order to create a great brand. Your listener must know exactly what they will get each time they listen. They come to your show to receive your promise. Deliver every time. Deliver consistently.
Consistency doesn’t mean lack of variety. It simply means that you always deliver your promise. McDonald’s offers different sizes. They offer chicken and fish sandwiches. You can get McNuggets. Either way, it is always inexpensive food fast when you want it. And the burgers are always there.
You are creating a brand when you are creating your podcast. You need to deliver consistently each time your listener tunes into the show. Foster that strong relationship with your audience. Be consistent.
Benefits
Your podcast should contain some sort of call to action. You might ask the listener to visit your website. You may ask them to contribute to a cause. Selling your product is a definite possibility. Simply tuning in again is a call to action. Whatever it happens to be, the call to action is part of the relationship building process with your listener.
In your call to action, be sure to sell benefits, not features. If you are selling a cookbook, the large print, stain-free cover and fact that it will stay open are all features. The ease at which the cook can read the book at a distance, the way it will stay clean to hand down to the next generation and the hands-free help it provides are all benefits. People don’t buy products. They buy what the product will accomplish.
How often does Starbuck’s promote their fine coffee bean. The answer is very little. Starbuck’s spends their time creating the Starbuck’s experience. They market the way Starbuck’s makes you feel. They aren’t promoting the warmth, color and robust flavor of their coffee.
Starbuck’s creates a relationship and true experience. They sell the way the coffee experience makes you feel. It is the barista, the smell, the music, the drink names, the cup, the sleeve, and even the lid. It isn’t warm, dark caffeinated beverages.
Find the true benefits of your podcast and product. Then, promote them heavily. People buy benefits.
Last week, we discussed changing your show introduction to better reflect your benefits.
Unique
Great brands are unique. Not simply a different shade of gray, but truly unique. To be remembered, you must stand out.
You stand out when you are loved. You are remembered when you are hated. You fade into the background when you are plain, vanilla and trying to avoid upsetting anyone. If you don’t stir strong emotions, you are easily forgotten.
When we create, we expose our perspective. We open ourselves to criticism. It is natural to want your thoughts, views, art and creation to be accepted by everyone. To avoid being disappointed, we often play it safe.
Those fantastic, memorable brands are usually both loved and hated. Apple is loved and defended by the converted and outcast by the PC crowd. Harley Davidson is loved to the extent that the converted tattoo the logo on their bodies.
Rush Limbaugh is loved by the conservatives and hated by the liberals. Dave Ramsey is loved by the conservative investor and hated by credit card companies and whole life insurance salespeople. Dr. Laura would consistently be critical of her callers. Yet she would receive more callers than she could handle on any given show.
Safety lacks creativity. It is risky to be truly creative. Taking a chance is really the only way to get noticed. Safe blends in. Risky stands out. Great brands are unique.
Take this week and review your brand. Look for consistency, the benefits and the uniqueness. Are you succeeding at all three elements of powerful brand? Where can you improve?
Successful brands do not happen overnight. It takes time. We are creating a relationship. Continue to build your consistency each week. Keep your listener at the forefront of your content. Then, find ways to be unique.
I would love to help you with your podcast. E-mail me any time at Coach@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
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