How can you use podcasting to reinforce your corporate identity?

An experienced radio presenter once told me: imagine you're speaking directly to an aunt, she's a little hard of hearing and is sitting in the next room. Create a sense of intimacy in the way you relate to your listener: imagine what they need for you. What gap does your podcast fill? What are you trying to achieve?

Your podcast should be an extension of your brand's voice. Take a cue from Apple, known for its consistent branding across platforms. Choose elements that reflect your corporate ethos. Your podcast name, logo, and theme music should be instantly identifiable, evoking your brand's essence. For instance, if your brand is about innovation, ensure your podcast's tone and topics embody this. Consistency is key across all platforms, creating a seamless experience for your audience, much like Nike’s branding which resonates across different mediums.

There is no substitute for quality: the audio tech, the preparation and creativity of the podcast, the rapport between the hosts, all of these aspects are important. If you're new to podcasting, I would highly recommend you spend time listening to some different formats of podcasts to understand what works, and why.

As a new creator, you're just a drop in a sea of podcasters, and gaining relevance is really hard. Think: the highest-paid podcasters, like Joe Rogan, started 10+ years ago. You've arguably missed the "organic" era of podcasting that made us love listening to podcasts in the first place. The most successful brand podcasts I know: - Have a built-in audience before podcasting (e.g. a large mailing list). - Rotate hosts/guests while maintaining a consistent listening experience. - Are confident enough not to be thematically swayed by hiccups in early viewer numbers. - Rarely mention their brand name or promotions. As listeners, we want natural conversation, not a 40 minute ad! - Have curated, current networks that introduce me to new ideas.

Many podcasts are natural aggregators of attention simply by who creates them: if it is an individual, a corporation or an association. That is an important persuader for an audience. Yet, how well you market your podcast is also key. Nowadays, smaller, more niche podcasts can still have an impact on their audience - they are delivering key messaging right into the ear of their listener - what could be more effective? Whatever your audience size is, podcasts are a brilliant way to create influence with key stakeholders - whether that means, employees, clients, customers, or decision-makers.

A few additional tips that can help your podcast successfully reinforce your corporate identity: + If you have an internal candidate with the charisma, intelligence and vocal talent to host a podcast, that's a great way to authentically underscore your corporate identity, but it's a tall order. No one will learn about your company if the podcast is a tough listen. Consider contracting with a professional host or producer who can work with your subject matter experts to create a winning show. A marketing agency can steer you in the right direction as well. + Keep it short to boost engagement. There's a reason 60% of podcasts are < 40 min (Market.us Scoop, 2023). + Release episodes on a regular schedule to create a listening habit.