Branded podcasts are booming! In this blog post, we are going to explain what they are. Then we will review some of the best out there.
Enjoy the read! 🚀
What is a Branded Podcast?
A brand podcast is a podcast by a company for the purpose of boosting their brand. It is a type of content marketing. 🤓
Potential Benefits for Brands
Through audio (and sometimes video) content, a business can increase their brand awareness, their brand affinity, and their brand recall.
People who may otherwise not come across the brand, find it through a platform’s search engine and recommendations where they listen to podcasts. 🗺️
Sometimes podcast listeners are already aware of the brand, but after they listen to episode stories, they like the brand more and are willing to increase their engagement with it. 🥰
Brand podcasting also keeps the brand top of mind for its target audience. Any listener who follows the podcast will be alerted when a new episode is published. 🎯
Who Makes Branded Podcasts?
Sometimes branded podcasts are made in-house. 🏠
Big companies often have a communications team on staff. These teams can create a branded podcast for the company. Sometimes these branded podcasts are internal-only series, meaning they are made specially for an audience of the corporation’s employees.
Some companies decide to outsource the work. ➡️
There is a whole niche industry of marketing agencies and/or media production companies that are good at creating successful, high-quality branded podcasts for corporations. These talented folks can take a company’s idea that has lots of potential, and build it out to be a great, popular podcast product. 👷
Often the agency will also help with brainstorming, especially if they handle the company’s other marketing efforts.
Soloprenuers also often make podcasts themselves to boost their brand. 💪
Usually their chosen format is either solo-host interviews with guests or how-to episodes.
Like many things in the soloprenuer life, it can take these individuals a lot of time to create content when they first start, but once they get the hang of it, it can be a real success. 🥳
Best 10 Branded Podcasts of 2023
Here are 10 branded podcasts that we think are some of the best in 2023. If you or your company are considering doing a branded podcast, take a listen to these and see what you think.
Dior Talks 💄
This is one of several podcast series by Dior. It has the elegant style of Dior, while also showing the engaging, human side of the brand.
“Step inside the contemporary Dior mind with ‘Dior Talks’, a series of podcasts aimed at bringing together both the people who directly shape the creative direction of the House and those whose artistic, cultural or intellectual impact influence its narrative… These podcasts provide a stimulating outlet for the voices of these influential and empowered figures, who talk openly and honestly about their lives, their motivations, the challenges they’ve overcome and their hopes for the future.“
Slack’s Work in Progress 🚧
An aptly named podcast, this branded podcast embodies Slack in that it is about work, but also about life… we have all been part of Slack chats like that. The series ended in 2017, but it is still worth listening to today.
“Behind every working human, there’s a story. Work in Progress is a show about the meaning and identity we find in work. In each episode, hear stories of personal ambition and debilitating insecurities, great successes and abject failures, the plans we make and the luck that…happens.“
REI’s Wild Ideas Worth Living 🏕️
REI, the outdoor recreation gear retailer, has had a few limited, immersive series that are great, but this is its permanent mainstay.
“High-impact interviews for those who love adventure and the outdoors. Host and journalist Shelby Stanger interviews world-class explorers, athletes, authors, scientists, health experts and entrepreneurs about how they’ve taken their own wild ideas and made them a reality, so you can too. Some of the wildest ideas can lead to the most rewarding adventures.“
Google’s Search Off the Record 🕵
Google has a few different branded podcasts, some are product specific, some of them are more general. This one is based on their Search Console product and the humans behind it.
“Search Off the Record takes you behind the scenes of Google Search and its inner workings! In each episode, the folks from the Search Relations team will give you background info on the decision-making behind launches, feature prioritization in Search Console, and the projects Google Search teams are working on. They will share fun stories from the many conferences they attend as well as from their day-to-day working life at Google. They will also dive into the currently trending conversations in the SEO community at large.“
Chief’s The New Rules of Business 👩💼
Chief is an exclusive network of women business leaders that you have to pay to get into. But, you can learn a lot about what they offer and what their brand is by listening to their podcast for free!
“On the “New Rules of Business,” Chief Co-Founders Carolyn Childers and Lindsay Kaplan join the brightest minds in business and academia to unravel complex trends and challenge preconceived notions of what leadership should look like. Learn how to lead when the old rules just don’t apply.”
Expedia’s Out Travel the System ✈️
Expedia is a vacation, airline, hotel, and rental car booking platform. It is meant to make traveling easy and affordable. They strengthen this brand with their podcast.
“Even when we’re not going anywhere, we’re planning our next adventure. As a global leader in travel, Expedia has created this entertaining podcast offering travel information and ideas so you can learn and get inspired. Before you embark on your next trip, join host Nisreene Atassi to swap tips with travel experts and industry insiders, as well as people just like you who have great travel stories to share.“
Farewelling: The Podcast 🙏
Farewelling is a small company that provides end-of-life and funeral planning. Their branded podcast reflected their approach as well as their services. The series has come to an end, but you can still listen to their episodes.
“Death, Dying and Occasional Cocktails. Farewelling founder Karen Bussen hosts celebs, experts, and regular folks on a groundbreaking interview show to get us all talking more openly about death…and life.“
Around the Barrel with Jack Daniel’s 🤠
Jack Daniel’s, the whiskey, has its own podcast. It is now on its 5th season. Whether it is featuring the family of Nathan Green, the black man who actually created the drink, or Erik Brown, the man currently taking care of the tourist attraction/distillery, you get a taste of what the brand is all about.
“Stories always get better in the retelling. And in the case of Mr. Jack Daniel, the distillery that bears his name, and the world-famous whiskey that emerges from the hollows of Lynchburg, Tennessee, there is no shortage of stories to be told. Lucas Hendrickson hosts Around the Barrel, the official podcast of Jack Daniel’s, as we set out to tell those stories.“
The Thorne Podcast 🏃
Thorne is a supplement and health testing company that collaborates with organizations like the Mayo Clinic and US National Teams. With its podcast, it positions itself as a trusted, scientific health expert.
“With so much happening in the world of health and wellness, how can you separate fact from fiction? Listen to Thorne’s medical experts as they bring you the latest insights, access to exclusive interviews, and much more as the Thorne Podcast navigates the complex world of health and wellness. Here you’ll discover the newest research on diet, nutritional supplements, and lifestyle approaches to unlocking your best self.“
Ausha Tips Podcast 🧑🚀
We will finish out our list with… us! 😁
We have a branded podcast. It is called “TIPS: Grow Your Podcast.”
Making our own podcast keeps us on our toes and allows us to experience firsthand what it is like to launch and boost a podcast. 🏋️♀️
We make sure to incorporate our brand colors in our podcast (yes, we have video podcasts). We also make sure that our brand’s voice is consistent across all our content, from this blog to our latest episode!
Our episodes are all under ten minutes long because we know podcasters are busy folks who just need concrete tips on how to grow their podcast audience through great marketing and content. 📈
Hopefully our branded podcast positions us as the experts we are, but even more importantly, it shows what our brand is all about– helping podcasters get their voice heard! 💜
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