Building Your Podcast Brand

Building your brand may sound to you like a phrase that belongs in a corporate boardroom and doesn’t apply to your podcast. This could not be further from the truth. As much as you may feel like a small-time independent podcast creator, the fact remains that there in order to build your podcast audience you are going to have to market your podcast.

Part of that marketing scheme should include building your online brand and figuring out how to market it.

If you are like me then you were born, tragically, without a single marketing bone in your body. So here are the basics of creating a brand for your podcast.

Podcast Name

This may come easily for some of you, the name of your podcast may have been the first thing that you created when you decided to do a podcast. If you haven’t chosen a podcast name yet, here are a few recommendations to consider.

Your podcast name should tie into your podcast topic somehow. If you are podcasting about quilting it makes no sense to call your podcast the SuperNova Podcast. That may sound like common sense to some of you, but I have seen some crazy podcast names out there.

Don’t make your podcast title something obscure that you will appreciate but others will find confusing. You want a name that is easily identifiable and relatable for your podcast audience so that they will remember you. Sometimes you can take a gamble and give your podcast a bizarre name and hope to be memorable because the name is so different, this is a big gamble and sometimes you gotta know when to fold ‘em.

If you plan on having a website, and I highly recommend you do, then you should bring your website into consideration as well. If you are going to register your own domain for your website then you will want to pick a name for your podcast for which the website domain is still available. If your podcast is titled The SuperNova Podcast but that domain is already taken and so you register you are going to confuse your audience and there will be a disconnect there. It would be a better option just to rename your podcast AstronomyCast.


Having a tagline is optional, there are a lot of successful podcasts that don’t have a specific tagline but sometimes they are nice when rounding out a brand. Sometimes taglines can be used to elaborate on a podcast title that you had to shorten because it was too long.

Call your podcast AstronomyCast, and have your tagline be – SuperNovas, Black Holes and More…

Color Scheme

I can’t stress enough how important the color scheme for your podcast is. It will translate across the board to all of the marketing you do. If you rush to make a decision on color and then you change your mind later on, it will make for a lot of work as you have to go back and re-design your website, logos, business cards, everything else. If you aren’t color coordinated, surf the web and check out the sites you frequent. See what kind of color schemes they are using and try to get an idea of what works and what doesn’t work for you, then translate that into what you think fits your podcast. Also pay attention to what colors people use for backgrounds text etc. For a lot of people having a black background and white text is difficult to read, look for trends like that and steer clear from them if at all possible.

Make sure that you have spent enough time selecting a color scheme that you are going to be happy with it for the long haul. If I were to change the color scheme on my site without any warning, many people who frequent the site daily would wonder if they had landed on the wrong site, simply because of the drastic change in appearance. You never want to confuse or surprise your audience that way.

I talk about color schemes a lot because this was one of the areas that I failed in miserably when I started my first podcast. That podcast went through at least 4 different color schemes and site re-designs before I finally found one that I liked. Every time I changed the design, my website traffic to a dip and it took a while to bring those people back in. If I had just spent more time in the preparation of my brand and website I wouldn’t have had to work so hard to rebuild the audience that I had lost.


The logo is important because it will often times be your Avatar as well. It will be your image in the iTunes directory, will be displayed on your website, on business cards, everywhere. If you are not a graphic artist I recommend finding one to create a logo for you. This needs to look professional, a logo that looks homemade will not give the first impression that you want for your podcast. You are going to want one that looks a little more polished.

If you can afford to hire someone to do this for you, there are a number of agencies that do logo design. If you are on a tight podcasting budget then I would recommend one of two options:

· Ask a friend who is a graphic artist to do the design for you

· Go to your local college and post an ad in the art department asking for help for a minimal fee. Art students are often looking for ways to expand their portfolio. Offer to link back to their website if they have one and mention them in your podcast.


In regards to your brand, think of your website as the face of your podcast. This is what listeners will see on a daily basis that relates to your podcast. Once again, spend some time thinking about what impression you want to give with your website and then plan your content accordingly.

Podcast Description

You should develop a brief description for your podcast, shoot for 160 characters or less. This description will be used in a number of places, on your website, in iTunes, you will also use this description when submitting your podcast to directories for listing. Keeping your podcast description to 160 characters or less will also ensure sharp looking search results when people find your page in the organic search engines like Google, Yahoo and Bing.

Sign off

Another optional element of your brand is your sign off for your podcast; a quick farewell that you say at the end of every podcast episode that signals the end of the show. It should be short, catchy and memorable. Having a clever sign off leaves your audience with a familiar phrase (branding element) that they can associate with you and your podcast.

Some of the greatest broadcasters in media have had their signature sign off, this is no coincidence, and here are a few examples of some of the more famous ones.

“And that’s the way it is” – Walter Cronkite

“Good night and good luck” – Edward R. Murrow

“Good day and may the good news be yours” – Les Nessman from WKRP for you old-schoolers

As you build your brand you are establishing a platform that will allow you to be successful with not just your podcast; but your website as well. A podcast that is has an established is easier to market and has better potential for making money as a podcaster. It is the brand your audience remembers, the brand that the audience can identify with that will achieve the most success. So spend some time planning, brainstorming and building your brand.

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8 Benefits You Immediately Receive If You Begin Podcasting Today

The future lies in podcasting.

Let me explain why.

According to a recent Case Study on Podcasting Audiences, three interesting statistics are on the rise.

Smartphone ownership tends to correlate to a greater likelihood of listening to a podcast.
Consumers are more likely to listen to podcasts on a mobile device than on a computer.
Podcast listeners are more likely to listen to streams or podcasts through their car audio systems.
What does all that mean? Well, it all points to a mobile consumer on the move, who’s looking at podcasts as an additional or perhaps alternative source of information. Podcasts stand out for their practical information type of format.

For your brand, podcasting is the new powerful, inexpensive and easy new medium then to reach out to this mobile consumer on the move who wants practical, concise and dedicated information. You already have a focused and passionate audience. It’s now much easier to become a recognized expert in your field of interest or expertise to this group through podcasting, without having to counter the normal conventions of radio, nor the limitations of blogging.

Build your credibility, your sales, your list of customers and gain a fan base very quickly and without the limitations of blogging. Does that sound good?

If these three key indicators listed above are anything to go by, podcasting is the way to go.

Here’s why:

1. Podcasting is still relatively untapped

Armed with positive growth indicators and the move by Car Manufacturers to install podcast players in their New Models, people are gearing up for the future of content marketing and it lies in podcasting. This is a market on the growth curve. Yet it’s still relatively untapped and brimming with opportunities. In the same Research study ‘Podcast Consumer 2015′, by Edison and Triton, they reveal that the age of podcast listeners is evenly spread across almost all age groups. You get an average of 15% listenership among the 18-24, 25-34, 35-44, 45-54 age groups.

15% may sound low right now, but consider the impact when podcast players become more accessible and within your reach. And this is across all age groups! What that means is that if your brand will instantly get an dedicated audience, irrespective of whichever age group you are targeting – a nice thing to know as you plan your marketing budget. Slow and steady wins the race. If these are the statistics we are seeing today, as access to podcasts becomes even easier with smartphones and our latest vehicle comes equipped with a podcast player, your audience footprint will naturally grow in the coming months.

Smartphone ownership isn’t going to die anytime soon. We are always updating, improving and searching for a better smartphone model. As you constantly upgrade your phone; and as App builders continually design new entertainment apps, the trend of listening to podcasts on your smartphone will grow by leaps and bounds.

2. Podcasting Adds Value to your current marketing effort.

Even better is the realization that podcasting complements your current marketing efforts.

You don’t have to replace any of your current social media activities. Continue with your Facebook, Twitter, blogging marketing efforts. You can even turn your latest blog post into a podcast episode, add a spin on it and it’s fresh content. Podcasting just increases your footprint and adds you a totally new audience.

3. You will find customer conversion easier with Podcasting

Someone searching for a podcast in a particular topic is already very clear about what they want to listen to. Unlike radio, where the conventional radio listener subconsciously tunes off when the next commercial airs, with a podcast, you have a dedicated listener and one will listen to listen attentively to everything you have to say, as long as you say it well. Because listeners subscribe to podcasts, they have chosen to receive your content. They have already shown interest in your message by subscribing. In addition, a podcast does not get lost in SPAM like with e-mail. You can be sure your message is reaching a focused audience. That gives you a greater likelihood of customer conversion.

4. Become ‘The Voice’

I’m not talking about the popular TV Series. Suppose you have a blog on diet and nutrition. There are over 30 million bloggers competing in that niche and your only chance of recognition is either expensive marketing, or patiently growing your blog audience over months, maybe years, until you reach cult-like status. Plus, you have to learn the essentials of SEO optimization, create fresh content frequently and guest-blogging. Now suppose you focused instead on podcasting? Since its still relatively under-exploited, you can quickly gain that audience you’re looking for much faster and develop credibility as an authority by being one of the few podcasters doing what you’re doing. What would initially have taken you months to achieve, you attain in a matter of weeks. Become ‘The Voice’ in your niche.

As Tom Tate says, “This “first to market” approach to podcasting may be the opportunity you have been searching for to catapult your online marketing to the next level. If you can develop the go-to authority podcast in your niche, you may eventually drive enough traffic back to your site or blog to become the authority on other mediums as well.”

When you hear or see someone on Radio or TV, they have instant credibility. As a podcaster you will enjoy the same credibility. People will value your opinion. You can leverage this position to influence your audience, promote yourself and even make money. The trick is to leverage on a specific niche and do everything possible to dominate that niche. If you have an audience that is interested in that topic or interest, they will come back repeatedly.

5. You Quickly Gain a Very Focused Audience

With the right content, you will gain listeners fast. Your audience is potentially worldwide. You can offer quality content to keep in touch with your customers and keep yourself, your product or your service in the front of their mind.

6. Break Through The Clutter

Podcasting is a great way to cut through the clutter and reach your audience. You overcome probably radio’s greatest barrier with this tactic. This makes podcasts very effective for promotion, marketing and growing a focused audience.

7. You can define and express your own unique style without limitations

Marc Maron interviewed President Obama at his home in Los Angeles, earlier this week. While that’s impressive, it’s the fact that President Obama mentioned the “n… ‘ word during that podcast interview that created headlines.


You mean President Obama did an interview on someone’s home? Mark Maron, 51 years old, has a podcast show called WTF. You don’t need much ingenuity to figure out what that stands for. His unique interview style on his podcast can be either comforting or uneasy, which makes it even more interesting that President Obama agreed to the request. But, it’s a style of communication that seems to draw in listeners by the dozens.

“I think what resonates with people is kind of raw honesty and authenticity,” says Maron. “If anything defines whatever the brand is, or if anything defines the success that I have in talking to people in interviews, it’s that there seems to be something very personal and raw in how I engage with people.”

8. Podcasting is a Convenient, Automatic and Inexpensive Way to Reach Your Audience or Customers

Getting started in podcasting is relatively inexpensive. All you need is a good computer, a strong microphone and a broadband internet connection. Later, you can buy nicer gear if you want. For now you can get started with minimal cost. In fact, all the equipment you need at start-up will approximate $ 500. The Blue Yeti USB microphone for example costs an affordable $128. Invest in a good ShockMount, Mac laptop, recording software like Garage or Audacity and you’re good to go. In a later article, we’ll show you this cost breakdown. All you need is something to say and a desire to say it. If you were to try and do the same thing on the radio, you would have to face all sorts of FCC regulations, and unnecessary expenses. Consider how much you currently spend on radio ads. More than $2,000 per campaign? In many cases, this is not even a fraction of the radio budget. Podcasting removes all that cost and trouble. One reason that podcasting has become so popular is that it’s automated. Listeners subscribe to your feed. This means they don’t have to remember to return your site to check for new content. When you post new content, it’s automatically downloaded to your listener.

It’s so easy to get started. In less than a day, your podcast can be on the air and available to millions all over the world. All you need to start your podcast is a computer, a microphone and a broadband internet connection.

If you have any questions about how you can leverage podcasting as a

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