Tuesday, 27 January 2015

Industry News

January 21, 2015

At this morning’s funeral for Andraé Crouch, Rev. Jesse Jackson, Dr...

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November 19, 2014

Alan Jackson, Lady Antebellum, the Roys and Carrie Underwood were all ...

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November 12, 2014

WSNL-A/Flint is now an AM-FM combo, new to the FM dial at 106.5. KLJY/...

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Artist News

January 7, 2015

Andraé Crouch, a Grammy-winning gospel musician and songwriter who al...

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December 31, 2014

Mat Kearney will release a new album, Just Kids, on February 24, with ...

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December 24, 2014

Chris Whittington and Kemper Crabb share an ancient worship experience...

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More in: Artist News

Is Your Brand Up to Date? Five Questions to Ask PDF Print E-mail
Wednesday, 21 January 2015 15:49
arbuckle_smNow that you've settled into the new year, it's time to check in on your station brand and messaging to make sure it's up to date and ready for your 2015 promotions. Why is this so important? Because a brand is a promise you make to your audience. It's more than a logo or on-air ID. It's the reason people tune in. You've promised a certain “sound” or “connection.” Do you keep that promise?
Here are five simple questions to ask yourself as you review your station brand. Take your time and answer each one honestly.
1) Have you made a specific promise to your listeners? A promise that when they come in contact with your station, they can expect a certain type and level of communication and care. What is that promise?
2) Are you keeping that promise across each and every station channel? This means that whether people listen live in the mornings, visit your social media pages during the day, or visit you at a remote, or receive a monthly newsletter they hear a consistent message each and every time.
3) Can people repeat your core promise? Can they describe your station in one word? One sentence? If they can't, then maybe you should consider simplifying your message.
4) Does your staff know – and can they repeat – your core promise? Your team is key to communicating your brand, so give them a one-sheet that explains the station brand and how they can live it out across all channels.
5) Does your promise drive all of your messaging and events? Your brand promise is not just a public image, it's the driving force behind all you do. If you're planning events or messages do not reinforce your brand, your audience will know it, and it will weaken your credibility.
Your brand is what sets you apart from other stations in the market. It sets you apart from Pandora and Spotify. It makes you unique in the minds of listeners and advertisers. So make sure that you are consistently delivering on your brand promise. It does make a difference.

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