By Wayne Clouten, BPR
An enormous amount of time is spent nowadays discussing “Brand” within radio stations. A lot of that discussion is often about how the station wishes their brand to be known and perceived or think their brand is known and perceived (aspirational inside thinking) rather than how it is actually perceived by listeners and the market (outside thinking). Coming to grips with the reality of what really underpins your stations brand in the mind of your listeners and broader target market is critical. It is easy to fall foul of thinking your stations brand is either more important than what it really is or is something it isn’t.
There are many dimensions to what constitutes the brand of a radio station. At the end of the day however there are two fundamental realities:
When managing or building a brand strategy for your radio station you need to consider both tangible elements of your brand and intangible elements.
Tangible brand elements are those which can be touched, seen and heard. These are generally centred on 5 areas:
Intangible brand elements include:
Tangible and Intangible brand elements are in fact opposite sides of the same coin. Tangible elements are what you do, Intangible elements is the effect on the listener of what you do.
The key issue with developing your radio stations brand is understanding exactly how the market currently perceives your station at all levels, what is important to the market, what are the needs and motivations of your target market and identifying where the opportunity for your brand development is best focussed.
Contact Wayne Clouten if you would like to continue the brand conversation firstname.lastname@example.org