Summer is a great time to strengthen your station brand. Your team is out and about in the community, you’re running a number of promotions, and you’re connecting one-on-one with listeners.
Before you head out to that next remote, take some time to assess your brand and ask if it is still connecting with your audience, on-air, online, and in-person. And here’s the best place to start. Ask yourself, “What does my brand say about our station?”
Stop just a second and take a look at your business card. Take a look at your program guide. Check your web site, Instagram, Twitter and Facebook pages to see what your brand says about you. Here are three things to look for:
1. Does my brand still connect with my audience? Branding is more than just a logo or an imager. It’s a promise you make to your listeners. It covers everything that you do. So put it this way: Do listeners feel like I’m keeping my promise?
2. Does my brand image still look/sound relevant? Words and design change quickly. Are you still using the same words that you used in 2005? That’s not a bad thing if listeners still connect with your promise to stay safe for little ears. But have you and your listeners outgrown that concept? Are you more than “safe” for families? Families may want more than safe. They may want shelter from life’s storms.
3. Does my brand stay consistent across all media channels? You’re more than just an on-air signal. You’re also a web programmer, social media communicator, video producer, and in some cases, a publisher. Do all of your channels march in lock-step? Will someone know what to expect on air by reading your Twitter feed? Do your jocks reflect the messages on your Pinterest page?
Managing the station brand is a tough job. But it’s one of the most important things you can do in today’s media world. Remember, a brand is a promise you make to your audience. Make sure you’re keeping that promise.