How to build your podcast’s brand identity

Which brand identity for your podcast?
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How to build your podcast’s brand identity

Building your podcast's brand identity is an important step in its development. It's also a benchmark to help with your long-term sustainability and remain consistent in the creation of your podcast content.

Clémentine Roux, a podcast marketing consultant, shares her advice for creating your podcast's identity.

July 7, 2021 • About 5 min. read

This step will allow you to verify that the editorial approach and graphic identity of your podcast correspond to its brand identity. Remember that getting the word out regarding your podcast is just as important as producing a high-quality one. It’s okay if you started your podcast without thinking too much about its identity beforehand. You can begin thinking about it today!

Here are our tips to help you define the brand identity of your podcast.

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What are the pillars of a podcast’s brand identity?

A podcast’s identity is based on four characteristics:

  • Vision: The general idea that guides you in the creation of your episodes in the long run (i.e., where you want to take it)
  • Mission: The reason for its creation, the “raison d’être” for your podcast
  • the values you wish to transmit via your content
  • the target audience of your podcast

To help you define each attribute, here’s a list of questions to ask yourself:

  • Why did you launch your podcast?
  • What were your goals when you launched it? What are they today?
  • What are you looking to accomplish with your podcast?
  • Can you describe your podcast in a few words?
  • How did the idea come to you to launch this podcast?
  • Does this podcast address an identified problem?
  • Who is this podcast aimed at?
    Think about demographics (age, gender, location, education, income, family situation) as well as psychographics (personality, values, behavior, interests, lifestyle of your target audience)
  • What are the messages you wish to convey to them?
  • What’s the added value of your podcast compared to other podcasts dealing with the same issue?
  • How do you see your podcast evolving in one year, in two years, in five years?

A little tip: write down your answers, so you can come back to them later on.

Don’t try to copy other podcasts in defining your identity. Stand out and be yourself!

Your answers as a compass for your podcast’s brand identity

After asking yourself all these questions, define the vision, mission, ideal audience and values of your podcast. A word of advice, be sure to write them down! This will be your compass that’ll guide you throughout the development of your podcast, especially when you lose motivation!

You can then verify that the visual identity (logo, podcast cover, publications on social networks) and the editorial approach of your podcast (key messages, keywords, tone, episode descriptions, podcast presentation, episode outline and content creation) match your brand identity.

If you forgot this step when you first launched your podcast, you can still do it.

Once your identity has been defined, display it clearly on all your channels (website, newsletter, social networks, listening platforms and for all your speaking engagements). Make your podcast brand visible to listeners who may be interested in your message. Keep in mind that you’re the main spokesperson and that you’re responsible for your podcast’s visibility.

Ausha Listener

A thorough understanding of your identity will allow you to disseminate your podcast to the right audience, thus acquiring new listeners and finding sponsors who align with your podcast and your audience. This is a key indicator of the success of your podcast.

Let’s practice!

To help you in your thinking, here are two examples of French podcasts that have successfully created a strong and unique brand identity:

> Bliss Stories by Clémentine Galey

Bliss Story Podcast

The four pillars of the podcast’s identity:

Vision: To support women in all stages of pregnancy and motherhood.

Mision: To offer women a space where they can speak freely without filters, where all subjects related to pregnancy and motherhood are discussed without judgment or taboo but with kindness and support.

Values: kindness, support, honesty, sharing, communication, helping women feel less guilty

Target audience: pregnant women and mothers

Strengths of the podcast’s identity:

  • Consistent over time, the podcast has been around since 2018 and releases episodes weekly.
  • Consistency in messages published on all platforms (website, newsletters, social networks, speaking engagements, partnerships…).
  • The Bliss Stories vision has been further developed through the creation of a paid program, “The Bliss Bump”, which coaches women through their pregnancies, the release of a pregnancy book and the marketing of a maternity kit, “The Bliss Vanity”, to help new mothers.

> Change Ma Vie by Clotilde Dusoulier

Change Ma Vie

The four pillars of the podcast’s identity:

Vision: To encourage listeners to take control of their daily lives and help them live the life of their choosing.

Mission: To provide powerful and concrete tools to better understand oneself, navigate life’s difficulties and feel better in a lasting and profound way.

Values: empathy, learning, guidance, understanding, sharing, communication

Audience: Men and women who are looking to change their lives and who have an interest in personal development

Strengths of the podcast’s identity:

  • Consistent over time, the podcast has been around since 2017 and releases episodes weekly.
  • Consistency in messages published on all platforms (website, newsletters, social networks, speaking engagements, partnerships…).
  • The Change Ma Vie vision has been further developed through a paid online coaching program and a white paper on emotional independence.

After five years of experience in digital communications, Clementine Roux now assists podcasters in developing their audiences, speaking on social networks and monetization.

July 7, 2021

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