Podcasts are one of the most listened-to and sought-after media outlets in the modern day.
They provide an audio medium in which people can listen carefully and intently to all sorts of different shows, ranging from daily life in a certain community to academic deep dives that you would not have known about otherwise.
However, no matter how good or bad a podcast is, it will not get anywhere without any specific branding.
This is true for all forms of media, but whereas you can advertise easily for a TV show or on videos, due to the visual and audio mediums that it has and the ubiquitous nature of TV shows, it is a bit more difficult to brand for podcasts.
Therefore, we’ve decided to take a look at podcast brands and dive into how to go about it for your own podcast.
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What Are Brands?
Brands are more than just a logo or slogans. A brand is the sum of all experiences, perceptions, and emotions associated with an organization or product.
It’s how people feel about a company’s products or services. It’s the way it looks, smells, tastes, sounds, and feels when people interact with it.
Brands provide customers with clear expectations for what they can expect from a business and create customer loyalty by delivering consistent experiences over time.
A good brand will help foster relationships between customers and businesses while helping to differentiate one business from its competition.
Some of the most important brands in the world like Apple, Nike, and Amazon have created an emotional connection with their customers by creating a brand that appeals to them.
They have built trust in their products and services and have become household names because of it.
In the context of the podcasting world, a brand is essential to differentiate you from the competition and create an emotional connection with your audience.
Having a strong brand helps build trust in your business, increases loyalty, and drives more sales.
It’s not something that can be created overnight, but it’s worth investing time into building throug ha solid marketing strategy because it can mean the difference between success and failure for any business.
Considerations For Your Brand
Before you start making your podcast’s brand, you need to take into account a few considerations that you may not have thought of before.
These are things that could make or break your branding campaign and are very important to your success. Here are a few podcast branding tips to consider.
Your brand needs an identity, something that everyone can identify with. This isn’t just a logo or a symbol, it needs to encompass your whole podcast and needs to pervade throughout it. This can be quite difficult to accomplish for a few reasons.
The first might be that your podcast covers many different topics and subjects, and the second is that it is something that may be limited in scope or be very niche.
Finally, it may have good value now to your brand podcast, but become chaffing in a few years.
While this may be hard to create, the one thing you do need to do with it is to make your brand consistent, as that consistency will keep your podcast valuable.
Take for example Last Podcast on the Left, a true-crime podcast that delves into spookiness and conspiracy.
The show remains consistent in bringing news from the true crime world and taking deep dives into it. The hosts’ casual demeanor has prevented their opinions and statements from being questioned.
But whereas this approach works well for relaxed shows like theirs, it wouldn’t be a good fit for a more serious program, with its journalistic coverage of current criminal cases and stories.
If the tone were to change, it would turn many people off of the show and make them look elsewhere.
As such, you will need to look at several different factors to determine identity:
- Consider what your podcast offers compared to other people.
- Find out who your target audience is.
- Make a consistent message for your audience.
- Think about your brand assets.
If you do this, you can create a good brand identity for your podcast.
In order to create a good brand identity, a brand must make and use assets that are unique to the brand. We mentioned a couple of these before, like the logos, but it is important to know that these are different from the brand identity.
Brand assets are representations of the brand through the visual or auditory medium, whereas a brand identity is the ideology and concept of the brand itself.
In a way, the brand identity is the spirit of the brand and the brand assets are its physical body that people can see.
These assets need to stand and be identifiable immediately to someone, as such they normally fall into the following categories:
- Logos – A podcast logo serves as a visual representation of your podcast and helps viewers easily recognize you in the sea of other podcast shows. A slogan is an important part of your brand messaging and should succinctly communicate to viewers what makes your show unique and why they should listen.
- Cover artwork – The podcast cover art is the piece that people see whenever they enter your brand’s sphere at the top of the page. A podcast cover artwork should be original, visually appealing and accurately convey the values of your podcast.
- Font – It may not be much, but a font will give your brand character and personality that people will recognize.
- Colors – Generally, a brand will use the same colors to show who they are, for example, red and yellow with McDonald’s.
- Images – These show what your brand does for people in a more tangible way. For example, if you run a food podcast about vegan eating, you will want to make images that are of vegan food.
- Graphics – Nice little designs can be artsy and add emotion to your brand when you want it.
All these assets add a lot of detail to your podcast brand that would otherwise be missing.
Podcast branding can be difficult due to the auditory nature of the medium, however, if you keep your podcasts brand consistent, and you follow the branding asset protocol, then you will no doubt experience success with your podcast’s brand over time.