How to Build a Podcast Brand from Scratch in Five Steps
Are you considering building your own business podcast? As content marketing specialists, we understand how vital it is to establish your unique identity. Strong brand awareness can effectively represent both you and your business. This will not only draw in your audience but ensure they remember you. In this article, we’ll share five tips on how to build a business podcast brand successfully.
Let’s begin
1. How To Pick A Podcast Name
The name of your show should reflect the type of content you are going to cover. It should ideally be memorable, easy to spell, and uncomplicated. Ensure that you search for your potential name on the internet and on podcast sites like Spotify to ensure that it doesn’t already exist.
If deciding whether to feature your business or personal name, consider whether it will cause confusion or build a stronger affinity between you and your brand. Once you’ve chosen your name, be sure to register the domain and social media profiles so that you have total ownership over it.
For example our podcast Cyber Made Human led some listeners to believe that we are cyber security specialists, not marketing specialists in cyber. So consider the purpose and ensure this aligns. Tying yourself too closely to your domain name risks errors becoming associated with you and, by extension, your brand.
So choose wisely!
2. How Colours and Music Reflect Your Brand
Colours are vital for standing out and setting the tone. Bright and vibrant colours will make you stand out more, while darker and cooler colours can project edginess or professionalism depending on how they’re applied. Evaluate your target audience before selecting the colour. Are they the same as your business target audience or different? Will the colour scheme complement or contrast with what already exists?
Tip: With the Cyber Made Human Podcast, we kept the same colours and branding as Alice Violet Creative, which led some listeners to confuse our business and our podcast for the same thing. In Series Two, we’re introducing some podcast-specific branding.
Watch this space!
Similarly, your music choice will also infer your brand values. Pop music projects a safe and mainstream tone, while rock suggests a more edgy or alternative approach. You need to understand your audience demographic. A younger audience will have a different taste than an older audience. Therefore, you must be mindful of who you’re trying to reach. Crucially, the music needs to fit the tone of the content you have set it to. Are you going for a corporate vibe or toned-down accessible content? Remember the music you choose will feature in every episode and likely your branded videos on social media too, so make sure you’re not going to tire of it quickly.
3. Defining Your Brand’s Tone
As mentioned, establishing the right tone is critical. This will relate to how you connect with your audience and will infer a lot about the service your business provides. If you have a more informal approach, this could be reflected in your filming location, choice of music, and presentation style. For example, you may decide to sit on a sofa at your hosts’ home with relaxed body language.
By contrast, a formal tone would be more corporate. Your setting might be an office space or audio studio with a more direct interview style. All of these variables recall visual storytelling. Remember, your tone should represent and reflect how you present yourself and your business, even if this is a more relaxed version.
4. How To Choose Your Podcast Host
Another consideration is whether you will host your podcast. This may be something to review if you aim to position yourself as an expert within your respective field. However, it may be worth finding someone to present your podcast if you want to highlight key topics of your business practice or current trends.
This may help if you are uncomfortable with public speaking, as your host will be the main driving force behind your podcast. You may want someone who can echo the views of your target audience. Are they a fellow techie or non-technical target customer?
5. Featuring Brands And How To Select Them
Each established brand has certain connotations. This is especially important if you are recording a video or featuring visuals. You will want to decide what brands you or your host are featuring as individuals, such as clothing, watches and other accessories. You will also review the brands you include as an organisation, such as your recording equipment or work laptop.
You must decide whether these complement or contrast with yours. Featuring high-profile brands can be a good way of demonstrating the quality of your business. By comparison, featuring less established brands can showcase a more independent mindset. This is important when it comes to selecting video and audio equipment. These will be the brands you use to make your podcast and will be heavily featured. Whatever you choose has to be reliable, get the job done and work for you.
Conclusion: How to Build a Business Podcast Brand Successfully
By honing these aspects effectively, you can develop a strong foundation for your podcast branding. In particular, focus your tone across each area and your presentation style, especially regarding your target demographic. Ultimately, your audience will be one of the core driving forces behind your success, so make sure you keep them in mind. Whether you’re just starting or looking to enhance an existing podcast, following these tips will help you succeed.
Are you ready to build your own podcast brand?
JACK
Digital Content Producer
SPECIALISMS
+. Writing
+. Video editing
+. Photography
+. Social Media Management