fbpx

JM Podcasting Services

The Way of the Podcaster

S14E3: Memorable Branding ~ A Deeper Dive

Whilst compelling content is paramount, it may not be enough. Memorable branding is the key to establishing a recognizable presence and attracting a loyal audience. This involves crafting a distinctive identity for your podcast. One that draws your tribe and repels the trolls.

The Power of Memorable Branding

Imagine a catchy tune that gets stuck in your head. This is the power of memorable branding. It creates a sonic signature that instantly brings your podcast to mind, even if someone hasn’t listened in a while. Here’s how a strong podcast brand benefits your disability service:

  • Increased Recognition: A memorable sonic brand fosters recognition across podcast platforms. A catchy intro or theme music becomes a trigger, reminding listeners of your disability service and its mission when they encounter it again.
  • Enhanced Engagement: A strong sonic brand fosters a sense of familiarity and trust. Listeners are more likely to tune in to new episodes and engage with your content when they recognize your podcast’s unique identity.
  • Building Community: A recognizable podcast sonic brand creates a sense of belonging. This is a difficult thing to wrap your head around until you look at your own listening habits. Listeners who resonate with your message identify with your brand, becoming more invested in the community around your podcast and telling others about your show. “Word of Mouth” is king in podcast marketing.

Building Blocks of a Memorable Podcast Brand

Several key elements contribute to creating a memorable brand for your disability service podcast:

  • Catchy Intro/Outro: Craft a concise yet impactful intro and outro sequence. This can include a short tagline identifying your disability service, the podcast’s title and a captivating piece of theme music. Shorter is better. You used to have 30 seconds to grab a listener’s attention. I would argue the time is down to 3-7 seconds. Let’s give this some thought. A short intro, say 7 seconds, punches above its weight for new listeners. What the show’s about, from the title, what this episode is about, title again and then into the episode. For long term listeners, they do not feel the need to hit the 30 seconds forward button. And really get into the show. No one wants to listen to co-hosts waffle on about their child care issues from the last week unless it directly relates to the show. Get into the meat of the episode.
  • Compelling Tone of Voice: Develop a consistent tone of voice for your podcast. Was covered in Season 11 episode 9, Steps To An Audio Style Guide. Choose to be informative, inspirational, humorous, or a combination – depending on your mission and target audience. Be very careful with humour! This is a personal thing and can fall flat or even lead to legal action. Be sensitive.
  • Visually Striking Cover Art: Invest in high-quality cover art that visually represents your podcast’s theme. It should be visually appealing, reflect your disability service’s mission and stand out in search results. Do not spend too much time fretting over this. The thumbnail size of the artwork on most phones means your artwork should do two things: Name your show and be clear as to what your show is about. You can always change it later if you need to. I went from a plain green background with the words “World Organic News” inside an off centre circle for my first show. When I renamed the show “ChangeUnderground” I used a photo of me holding carrots and sunflowers and the name across the top. I’m not sure either made any difference other than I liked the second better for the new name but equally I was happy with the first one. 
  • Cross Platform Consistency: Maintain consistent branding across all social media platforms, your website and any other channels where you promote your podcast and your service. This reinforces your brand identity and makes it easier for listeners to find you.

Crafting a Captivating Intro and Theme Music

The initial few seconds are crucial for capturing listener attention. Here’s what makes a memorable intro and theme music for your disability service podcast:

  • Keep it Short and Sweet: Aim for an intro as I said earlier of between 3-7 seconds. This ensures it’s impactful without dragging on.
  • Catchy Hook: The intro should grab attention. Use a captivating voiceover, a powerful sound effect, or a snippet of your theme music to pique listener interest. Be consistent across all episodes.
  • Memorable Theme Music: I heard suggestions for investment in professional theme music or collaborating with a musician to create an original composition. I’m more of the opinion that you don’t need music in the intro. If you do choose to use music, keep it podsafe, keep it short. Maybe a memorable 3-4 note “jingle”. Something that creates a Pavlovian moment connecting your show to your listener everytime they hear the sounds.

Building a Cohesive Podcast Brand Identity

Creating a memorable brand goes beyond the podcast itself. Here are some additional tips for a holistic brand experience:

  • Cross-Promotion Across Platforms: Promote your podcast across all your disability service’s social media platforms, website and email newsletters. Utilise visuals and snippets to maintain a consistent brand image. See all of Season 8 for how to do this.
  • Social Media Consistency: Use branded graphics, templates and hashtags when promoting your podcast on social media. Maintain a consistent tone of voice that aligns with your overall brand identity.

Conclusion

Memorable branding takes a well-crafted podcast from informative to iconic. It helps you stand out in the crowded podcasting landscape, fosters a loyal audience and ultimately amplifies your disability service’s impact. By investing in strong branding elements like a catchy intro, theme music and consistent visual identity you create a recognizable presence that resonates with listeners and fuels your disability service’s advocacy efforts. So, unleash your creativity, develop a brand that reflects your disability service’s unique voice and get ready to watch your podcast become a powerful magnet drawing the clients and staff who resonate with your service in the front door!