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Which Brand Building Side Are You On? – Episode 200

Have you picked a side when building your brand? Are you trying to please everyone? Brand building requires stirring passion in your audience and upsetting a few others.

You have heard the saying … “You can please some of the people some of the time, but you can’t please all of the people all of the time.”

Let’s pretend we survey your audience. We ask them to rate your show on a 1-to-5 scale. 1 represents hate it. 2 is dislike it some. 3 is so-so. 4 is like I it some. 5 being love it. What do you think is the worst rating someone could give you?

It is actually a 3.

If everyone rates your show as “so-so”, nobody cares. There is no passion for your content, for you, for any of it.

LOVE/HATE

You need to pick a side and stand for something. You need to make some love you while making some hate you. That is the only way it works.

I don’t read my reviews on iTunes. They do very little good. You can’t let one person drive the direction of your show. Do what you know is right.

For some reason I popped into the reviews the other day. Maybe it has something to do with hitting the 200 episode mark.

Here is one negative review I received …

“Talks in circles. Repeats himself incessantly. 30 minutes of audio equals 2 minutes of content. Always selling you something. Loves to tell you he has 30 years radio experience. Ok, I get it, you can fill dead air.”

I decided to dig into this reviewer a bit to see if he has any credibility. Here are some of his other ratings.

Cliff Ravenscraft – one star

Wait, Wait Don’t Tell Me by NPR – one star

Podcasting Smarter by the Podbean team – 2 stars

Powerpress Podcast by the Blubrry team – 3 stars

How does his negative review affect me? It doesn’t. It might sting a little, because we all want everyone to like us. On the other hand, it doesn’t have any influence on my podcast or the direction of my business.

Yep, I have 30 years in radio. That is what makes me different from every other podcast about podcasting. I have put in the work. When I started, I did the overnight shift on the radio for 3 years to pay my dues and cut my teeth. I have done nights and mornings and afternoons and lunch. I have coached many broadcasters and podcasters alike. I have built successful morning shows. I have learned from the best and know what works. That is my authority.

What has this guy done? I don’t know, because he uses an alias when he trolls the internet. Does he have a podcast? I don’t know that either, because he likes to be anonymous. So, why would I let him influence my show?

BE UNIQUE

However, I appreciate the rating. With his comment, I know that I have defined my unique selling proposition (USP) to the point where some love me and some hate me. I am creating passion in one direction or the other.

As long as I have more loves than hates, I know I’m growing. My average rating is 4.5 out of 5. I don’t think I need to worry much about this guy.

And that’s what you need to do to develop your brand. Define your USP. Determine what makes you unique.

I was coaching a podcaster the other day. He is a career coach.

As I was listening to his show, I realized he really had no USP.

What separates him from other career coaches?

Together we worked on the brand of his show. We transformed his niche from career coach to sales career coach. He is not focused on how to sell, but how to make the transition into sales.

GREAT BRANDS

Great, iconic brands anger a few people while they are creating brands that last.

Apple vs. IBM. Star Trek vs. Battlestar Gallactica. Vans vs. Keds. Harley Davidson vs. Honda. Which of these create passion while rubbing others the wrong way and which are vanilla trying to please everyone?

These brands are discussed in one of my favorite branding books. It is called “The Power Of Cult Branding” by B.J. Bueno. Check it out.

When you start getting some haters, you know you are on the right track. You won’t get them unless you pick a side.

Be unique. Create some separation. Decide what you stand for.

 

Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.

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.