Most stations proudly proclaim they possess a “station brand,” but they are mistaken. A brand is not a noun. A brand is a series of verbs and adjectives that describe a feeling. A brand is an emotional connection to a product, not a product feature. For example, Madonna’s brand statement could be “wild, rule-breaking extravagance.” She wore skimpy clothes, dabbled in bondage, and kissed women on national TV to demonstrate her brand, but none of those behaviors (nouns) was her brand.
A brand is a trip, not the destination, says Graeme Newell. He is a broadcast and new media marketer specializing in core emotional drivers. Newell guarantees that his TV production firm’s teasing seminar will immediately increase TV news ratings, or his workshop is free. Much of his news teasing and branding advice applies to radio – and will help expand listening time.
The BBC is a leader in international news, but its brand is not about newscasts, according to a story in Radio Business Report. Its unique flair for storytelling cleverly demonstrates the brand of “stylish British panache mixed with an Indiana Jones spirit of international adventure.” The BBC uses the same news-gathering tools as everyone else in the business. What makes them well-branded is the unique attitude and style they bring to this common task. By design, the PBS/NPR news style is similar to the BBC.
TV News Branding
Consider a typical TV news mission statement: “Our newscasts provide the latest, most up-to-date breaking news and weather. No matter where news happens in our market, we will be first on the scene with the most comprehensive coverage of important stories.”
Notice that the viewer isn’t mentioned. This station is marketing to itself, not its customers. It is arrogant branding. The tacit message: “We’re doing breaking news here, so pay attention!”
If TV news viewers say they like breaking news, investigations, weather, or whatever, that is not the brand. However, it is a starting point. First, TV marketers must discover the adjective statement that taps into what drives their passion for these components.
Remember, it’s not breaking news they desire; it’s how they feel about themselves when they watch the breaking news. Most stations know that breaking news is popular, but they have no idea why.
Instead of running through a laundry list of live news attributes on TV, a station’s investigative brand needs to approach the customer from their viewpoint. The news brand should demonstrate an important customer passion, not the passion of the news staff. The news brand always patting itself on the back ignores the customer standing right in front.
Radio Branding
People know and trust brand names. Making the station a strong brand keeps it top-of-mind and on the “most consumed, most respected, most listened to” list in one’s brain.
- Define your station with a strong brand name. Be a specialist, not a generalist. Format examples: “All Hit,” “Today’s Country,” and “News Radio.” Define the name beyond Kiss, Power, or Magic when there’s direct competition.
- Create a memorable slogan that’s unique, credible, and beneficial. Capture the essence of your station. Example: CNN Headline News, “Real news, real fast.” Fox News Channel, “We report, you decide.” For radio: “Old School and Today’s R&B,” “Lite Rock, Less Talk,” “Today’s Best Country.”
- Practice “2×4 marketing.” Hit them over the head! Market aggressively and sell the key benefits over and over.
Pic from Freepik.com.
John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful? You can leave a comment below or email John at John@Lundradio.com.