Just being on the air doesn’t make you a personality. And being a personality doesn’t mean you have a brand. Well, actually it does. Everyone has a brand but some are meaningless and forgettable. Don’t be that brand! Of course, building a strong personal brand takes time, attention, and effort. It doesn’t happen by accident.
A strong brand makes it easier to connect with listeners, advertisers, and online followers. Among the first steps working with a new show is identifying a clear vision statement for the show. From there, we develop an in-depth character brand profile for each personality. These steps are like a blueprint for the show’s success.
With those elements in place, we can build a strong foundation that can turn each personality into a celebrity, not just a DJ. A personality brand requires thought and active management. Don’t leave it to chance. Step up and build a personal brand by using these 8 ingredients.
Personal Brand Building Blocks: The Foundation
Get To Know Yourt Audience: Do you ever wonder how some shows attract a huge audience from a broad demographic and gender range? It’s because they know exactly who they are for and who they’re not for. Identify a target audience persona, a profile that captures the essence of a listener prototype. Then program everything to that profile. When the audience understands who (and what) you’re used for, they know how to use you. And a much broader fan base will be possible. This will also help you perform with power and conviction and stay out of the dreaded Zone of Mediocrity.
What Is Your USP?: Fans drive personality success, and nobody becomes fans of commodities that are easily replaced. Every personal brand needs a USP. A Unique Selling Proposition identifies the primary reason to exist. It explains why a listener would care enough to become a fan. Ask yourself this difficult question: “If you were to disappear from the air and never return, what would be missing from the listener’s life?” That is a scary question. But finding an answer to it is an important part of becoming a significant brand.
An Elevator Pitch: If the personal brand is hard to explain or too complicated, listeners will never understand it enough to make it an important part of their day. An elevator pitch is a short summary that explains why the brand is important. What problem do you solve? What role do you fill in the audience’s life? How can you explain your personal brand in 30 seconds or less? How about 15 seconds?
More Personal Brand Building Blocks
An Online Image: Most personalities are active on social media, but few manage it as a brand. Every post, comment and like is a marketing decision. Recently, a client eliminated a very talented personality from consideration for a major gig because he was sloppy with his personal brand management on social media. this is important! Have a plan to choose which content to repurpose for podcasts and audio on demand. Think about how each photo and video shared will add to your brand’s story.
A Story: Speakjng of a story, think about celebrity brands like Kim Kardashian, Warren Buffett, and Tom Brady. Each has a story that fuels their personal brand. Kim is famous for being a celebrity. She’s famous for being famous. Buffett is called The Oracle of Omaha and is known as the World’s Greatest Investor. Brady is the GOAT (Greatest of All Time) quarterback of the NFL. What is your brand story? What fuels it? And how does it fuel everythign you do.
A Consistent Look: Physical brands use style guides for a consistent look. The Apple logo is iconic, uniting all of their devices in a consistent look and feel. Do you have a logo? What is your color scheme that complements the brand and adds a familiar sense to the story? Develop your brand in detail, including specific fonts and a dress code for videos, photos, and public appearances? Each contributes to building a consistent image.
Competitive Awareness: Developing a personal brand isn’t a popularity contest. It’s about positioning and marketing. But personalities should study how other famous people have become successful. Look for insights into what makes them winners. How have they developed their image? Study the details of some of the personalities you admire most for clues that can be applied to your situation.
A personal brand is how the world sees you. Everyone has one, but some are more curated than others. That’s why it’s important to manage and polish the brand as an active part of the marketing process.
The best time to start building a brand is before ever turning on the microphone. The second best time is today. How will you define and develop your personal brand?
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eBook: Build a 5-Star Personality Brand
eBook: How To Become an On-Air Superstar