8 Building Blocks To Develop a Personality Brand

8 Building Blocks To Develop a Personality Brand

by Tracy Johnson

A strong personal brand takes time, attention and effort. Most personalities don’t think about it enough. A personality brand should be actively managed. Just being on the air doesn’t automatically lead to success. Don’t leave your image to chance.

Building a personal brand is like managing a business. The first step is to identify a target audience. Then develop characteristics that appeal to the audience..

This is a key to advancing through the 5 Stages of Personality Success.

8 Building Blocks of a Personal Brand

A strong personality brand makes it much easier to connect with listeners, not to mention clients, advertisers and online followers. All are important audiences for an air personality.

But a brand needs a foundation. Here are 11 things every personality can do to develop their brand.

A Clearly Defined Target

Defining personality traits is only part of the journey. Building a brand is useless without a clear target.

Define the audience so all content is relevant, gets attention and turns into revenue opportunities (and ratings).

Knowing who you are for, and who you are NOT for.

It helps to:

  • Create content specific to their interests.
  • Find brand advocates to spread the word.
  • Identify the best ways to market and promote.

Defining an audience takes time and research,. Start with a composite listener profile.


A Unique Selling Proposition (USP) supports the elevator pitch. It explains why a listener would become a fan.

What unique value can’t be found anywhere else?

A USP should be a single-sentence statement highlighting a benefit.

Perhaps your USP is  discussing relationship issues. Or maybe it’s a single feature, such as Prank Phone Calls or Second Date Update.

An Elevator Pitch

An “elevator pitch” is a short explanation of who you are. The idea is to sell the brand in an elevator before the other person step off. That leaves about 30 seconds explain it.

The brief statement can sometimes be used in social channels and online bios.

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Make a list of most valuable attributes, and be sure to add detail. Then trim the list until there’s a strong, impacting statement.

The Bert Show is clearly positioned. The elevator pitch is about two seconds: Real. Funny. 

Online Image

Most personalities are active online, but few strategically manage their brand.

Here are some of the key components:

Start with an online brand audit. There’s a ton of information available. Just Google your name and study the results. Then start a plan to manage it.

This isn’t a one-time exercise. Schedule routine reviews at least once per quarter.

A Personal Website

Every personality needs a website. Maybe it’s impossible to promote on the air, but build it anyway.

When you change stations or markets, what happens to your online profile? If it’s in the hands of others, you start over. If properly managed, your online presence maintains momentum.

Don’t let third-party sites shape your online image.

For details on what should be on a personal website, go here.

A Story

Think about celebrity brands like Kim Kardashian, Warren Buffett, and Tom Brady. Their stories add to their brand, ultimately defining how we see them.

Strong brands are carried by a story. When we build personality brand profiles, the personality receives a synopsis. It’s a short paragraph that guides a defining narrative.

A Consistent Look

Brands use style guides for a consistent look, including logos, fonts, and colors. Yours may even include a dress code for public appearances.

Consider a logo. Maybe your station won’t allow you to use it. That’s okay. Use it on your personal sites.

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Competitive Awareness

Personal branding isn’t a popularity contest, but it helps to know the competition.

Collect key data about other personalities in the market.


  • Ratings information.
  • Research projects.
  • Online surveys or polls.
  • Google.
  • Social Media audits.

Search key phrases on Google like:

  • Radio Personality (Your Market)
  • Top Talent (Market)
  • Radio hosts (Market)
  • Funny Personalities (Market).

Study the results for insight to compete more effectively.


A personal brand is how the world sees you. That’s why it’s important to actively manage and polish it.

Invest in these areas to enhance your career.

Get That Gig: Every Personality Needs a Website

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9 Reasons I Love Air Personalities

5 Stages of Personality Growth

Build a 5 Star Personality Brand Seminar on Demand

eBook: Build a 5-Star Personality Brand

What To Look For in a Superstar Radio Talent

eBook: How To Become an On-Air Superstar

Audience Persona Seminar on Demand

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