Hot Topics From the Pros

Brian Wright

Program consultant for Audience Development Group, Grand Rapiuds MI
gives you more ideas about how you can BRAND YOUR STATIONS.

In today’s radio environment, "branding" your product is far more important than ever. Yes, generating revenue, personality development and music selection are all extremely important...
but the stability and growth of your station depends on how well you are branded in the minds of your target life-group and for that matter your advertising clients as well.

We’ve talked many times about all the other sources fighting for our listener’s time, memory and money. None of these sources are going to go away…in fact, many are getting stronger.
I can’t tell you how many times, while visiting a market, I talk with actual listeners who are very confused about the very stations they say that they spend the most time with.
They often recall the wrong frequency, call letters, morning show hosts, etc. It’s hard to believe but it’s true.
Just last week I asked a 24 year old female what radio stations she listened to.
Her immediate reaction was, “Oh, I don’t listen to radio much at all…” But after the slightest probing she revealed that she had 5 presets on her car radio and actually listened about 10 times more that she thought. This happens all of the time.

Branding is really putting your station name/image up front in everything you do, everything, in creative ways!
Look at a cereal box, the name of that "brand" of cereal is everywhere, upwards of 10 times on every box.  A box of cereal is a tangible product, radio is an intangible.
this means you must work harder than that box of cereal to get people to remember your name.
Gone are the days when a station can say, “Well, let’s look at our weather for the area..." This announcer is assuming that most people listening know who they are listening to...
This is mile away from the truth, particularly when there are so many other choices.
We must adopt the attitude that nobody knows what station they are listening to, and they always forget when they listened.
This is a frightening proposition, but should stimulate us to come to a firm belief in the importance of branding.
Can you name what product belongs to each of these partial branding statements?

1. You’re In Good Hands
2. Just Do It
3. The Spin Stops Here
4. What’s In Your Pocket
5. It’s In The Game
Wouldn't it be nice if your brand name was as well known as these?  Make it your goal, and you can come close.

Contact Brian Wight at the Audience development Group at 100 Grandville SW
Suite 203. Grand Rapids, MI. 49503. Call: 616-940-8309  Fax: 616-940-9105.

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