As of 2024, there are well over 5 million podcasts out there in the world. Even if that figure is smaller for B2B, one truth remains — listeners have many options in terms of podcasts to subscribe to and listen to.
Our experience has taught us that one way in which podcasters can rise above the noise is through good, clear, and consistent branding for their shows.
There’s a difference between podcast branding and having a branded podcast.
Podcast branding refers to the visual as well as verbal elements, such as the tone and messaging, that help differentiate your podcast from other shows.
Branded podcasts are created by companies and generally used directly or indirectly as advertising mouthpieces.
Here are some expert tips and recommendations on how to brand your B2B podcast.
It All Starts With Having the Right Blueprint
Just as you wouldn’t start building a house without an architect’s blueprint, you should have a brand strategy in place before launching your show.
Begin by defining what your goals and objectives are for your show. Is your intention to educate? Or is it to provide your perspective on trending topics in your niche?
Next, narrow your focus to a specific industry segment and identify your ideal listeners:
Who are they?
What challenges, pain points, or questions do they have?
What type of content are they looking for?
Finally, what will make your show different from others? You should also consider the key takeaways from each episode, as this will help communicate how your audience will benefit from listening to your show.
Create A Brand That’s Unique and Stands Out
Once you have your strategy, it’s time to create your podcast’s brand.
Begin by developing a name for your show that is easy to remember and relevant to the content. You should also create a description that explains what you hope to achieve with the show.
Next, develop a logo and cover art that gives your brand a distinct look and will resonate with your ideal listeners.
Ideally, the designs should be unique and reflective of your theme and content. Your episode artwork should also be consistent with the style you use for the logo and cover art.
Also, use fonts and colors that align visually with your brand and the style of the show. For example, if the show is funny or humorous, try using bright colors and thicker fonts to help the artwork stand out.
Finally, select a tone of voice and style that reflects the type of show that you plan to launch. Similar to the typography and colors, think about whether your show is more serious, corporate, or casual and lighthearted.
Audio Branding: Thank You For the Music
Now that you’ve created your podcast name and the visual aspects of your brand, it’s important to also create your audio brand.
Start by finding music that reflects your overall content theme and style. Should the music be upbeat, full of energy, or something that has a more suspenseful or serious ring to it?
Insert some audio branding or jingles into your episodes where relevant. Similar to graphic design, this will help break up chunks of audio and provide hints of a transition to another part of the conversation.
Be sure to also insert catchphrases or one-liners throughout the episode and across the platforms you use to promote the show. These should link back to your overall theme and messaging.
Consistency is Key With Your B2B Podcast Promotion
Ensure that the visuals - the logo, cover art, and episode artwork - are consistent across the different platforms you use to promote the show.
Repetition is also crucial as it will help remind the audience of your show and encourage them to tune in.
Why Branding Your Podcast Is Paramount
Implementing branding essentials helps your show to be more easily recognizable, memorable, and distinguishable.
Consistent branding also enables you to build credibility and trust within your niche.
Branding creates a loyal audience and community around your show, allows you to grow your audience, and projects professionalism around what you do.
Finally, good B2B podcast branding also helps to attract customers and sponsors, providing you with potential monetization opportunities.
Strategically Differentiate Your B2B Podcast Through Branding Essentials
As we mentioned in previous articles, not all B2B podcasts are created equal.
While there are many elements required to make your podcast successful, unique and consistent branding can go a long way:
Start with a clear brand strategy.
Develop a name that is catchy and easy to remember.
Develop branded visuals as well as audio branding that are creative, unique, and aligned with the overall tone of your content.
Be consistent when promoting your show on platforms like social media.
If you have any questions about branding your podcast or are looking for a partner to help you set sail, drop us a line!
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