In a week or so, you’ll probably commit to a New year’s Resolution or two. In addition to eating healthier food and working out more, how about a little love for your career as a personality? Make it the year you graduate from being an announcer to a dynamic personality brand.
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! A strong brand makes it easier to connect with listeners, advertisers, and online followers. Start with a clear vision statement, then develop an in-depth character brand profile for free here. These steps are a blueprint for your success. Then you can build a foundation to become a celebrity with a radio show, not just a DJ, by using these ingredients.
Personal Brand Building Blocks
Get To Know Your Audience: Do you ever wonder how some shows attract a huge audience from a broad demographic and gender range? It’s because they have identified a specific target profile that captures the essence of a listener prototype. They then do everything possible to appeal to that model listener. When the audience understands who (and what) you’re for, they know how to use you. And a much broader fan base will be possible.
Identify Your USP: Every personal brand needs a USP (Unique Selling Proposition) that 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 is a turning point to 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 part of their day. An elevator pitch is a summary that explains why the brand is essential. What problem do you solve? What role do you fill in the audience’s life? How can you describe your personal brand in 30 seconds or less? How about 15 seconds?
An Online Image: Most personalities are active on social media, but few manage it as a brand. Every post, comment, and message is a marketing decision. Recently, a client eliminated a very talented personality from consideration for a significant gig because he was sloppy with his brand management on social media. Have a plan to choose, including 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 famous celebrities. Each has a story that fuels their brand. Kim Kardashian is famous for being famous. Warren. Buffett is called The Oracle of Omaha and is known as the World’s Greatest Investor. Tom Brady is the GOAT (Greatest of All Time) quarterback of the NFL. What is your brand story? What fuels it?
A Consistent Look: Physical brands use style guides. The Apple logo is iconic, uniting their devices in a consistent look and feel. Do you have a logo? What is your color scheme that complements the brand and adds familiarity? Develop your brand in detail, including specific fonts and a dress code for videos, photos, and public appearances.
Competitive Awareness: Developing a personal brand is about positioning and marketing. Look for insights into what has made celebrities famous. 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.
Conclusion
A personal brand is how the world sees you. Everyone has one, but some are more curated than others. That’s why it’s crucial 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 now. Make it a priority for your New Year’s Resolution. How will you define and develop your personal brand?
Pic designed by Our-Team for Freepik.com.
Tracy Johnson is a talent coach and programming consultant. He’s the President/CEO of Tracy Johnson Media Group. His book Morning Radio has been described as The Bible of Personality Radio and has been used by personalities worldwide.