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Transform Your Podcast Into A Powerful Brand – Episode 061

Two presentations I have attended really shaped my understanding and belief in the power of a brand. These two presentations have helped me create powerful radio and dominant brands. One was given by Seth Godin. The other came from B.J. Bueno.

A successful podcast is built on a strong relationship with the listener. It could be called a tribe as defined by Seth Godin in his book of the same name. The strong relationships with your listeners begin to develop your brand. You can then monetize your brand and associated relationships with an effective call-to-action. But it starts with the brand.

Powerful brands are more than just recognizable names. Powerful brands are full of emotion. A brand is a collection of perceptions, creating emotional connections, while consistently delivering on a promise. The more powerful the emotional connection, the more powerful the brand.

Take a moment to think of some very powerful brands and the associated emotions of the rabid fans of those brands. Nike. Volkswagen. Star Trek. Starbucks. Apple. Harley Davidson. Fans will go out of their way to interact with their favorite brand. These brands are unique, because they create powerful emotions within their fans that are not found in ordinary brands.

Ordinary brands lack emotion. Keds. Buick. Battlestar Galactica. Dunkin’ Donuts. Hewlett Packard. Honda. The powerful emotions are not present for most people in these brands.

These powerful brands are discussed in an amazing book entitled “The Power of Cult Branding” by Matthew W. Ragas and B. J. Bueno. The book describes the seven golden rules to cult branding. Emotion is the key to all seven. You can use these to transform your podcast into a powerful brand.

Social Groups

Great brands connect people who want to be different together. Examples include Star Trek and Harley Davidson.

Courage

Great brands show daring and determination, such as Oprah and Volkswagen.

Sell Lifestyle

Great brands sell lifestyle. These would include Apple and Jimmy Buffett.

Create Evangelists

Great brands create evangelists. I am sure you have encountered evangelists of Apple and WWE.

Contribution from Communities

Great brands accept contribution from communities. The communities around Linux, Star Trek, and WWE are influential in the development of the brand.

Inclusive

Great brands like Vans and Linux are inclusive and not some exclusive clique.

Personal Freedom

Great brands promote personal freedom. Apple and Linux let users be unique individuals.

All of these qualities are emotional. None are functional. It’s not the best, biggest, brightest, loudest, or #1 product. Cult brands are focused on emotion, not hype.

If you want to transform your podcast into a powerful brand that you can monetize with a strong call-to-action, stir emotion every time and be unique.
Let me know how I can help you with your podcast. E-mail your questions to Coach@PodcastTalentCoach.com.

You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.

Let me teach you how to turn your information into engaging entertainment.