Becoming Your Own Brand

The Secret Strategy Every Radio DJ Needs to Know to Survive

"You don't fit the brand." The conversation every radio personality dreads after a show. You're called into the program director's office, you sit on the coach, that nice woman from HR is next to you and you realize you just did your last show. You get the line, "you don't fit our brand".

It's soul crushing to hear those words after you have worked hard to say all the things you were supposed to say, in the way you were told to say it, when you were told to say it. You sold your soul and your listeners could tell. You were not authentic. You were not you. Trust me, I've been there.

How do you never have that conversation again, or prevent it from ever happening to you? Become your own brand. It's time to build a brand that is bigger and better than any future radio network that wants to carry your syndicated show.

So how do you bounce back?

You become your own brand! Think Delilah. Ryan Seacrest. Bobby Bones. No one says, "did you hear that hilarious interview with Miranda Lambert on iHeart?" They say, "Did you hear Bobby Bones talking about his sobriety and his new marriage?" He is bigger than the brand of his radio stations. That's how to never be sitting on that coach in the PD's office again.

Bobby Bones is about something. He is a super fan of his format and forms a personal bond with his listeners that is unbreakable. He's also not just on the radio. It's hard to keep track of all that Bobby is doing. He's on the radio, has a tv show, podcasts, and once contemplated running for office. Be your version of Bobby.

How to Find Your Brand

The narrower the target, the broader the appeal. Find your ONE thing that you are about that is relatable to your audience. For example, I became a single mom 10 years ago while doing morning radio at WGTS in Washington DC. I kept it a secret from my listeners, and even my boss for 6 months after my ex-husband left. I was afraid they would kick me off the air since my station was owned by a very conservative church. I was wrong. When I finally confessed about what was really going on in my life instead of being the fake girl on the radio, my listeners and I formed a special emotional bond that cemented our relationship forever. I still hear from those listeners, and I'm not even in that market anymore...well yet. That's the bond you want.

I didn't make my "brand" just for single mothers though. I looked for the ONE thing from my life experience that every listener could relate to. I chose bravery. Everyone can relate to having a plot twist in life and having to as I say on my show #GetYourBraveOn and put your life back together. That's my sweet spot. I don't tell my stories though. I tell their stories. Remember, people's home movies are a lot more interesting if you're in them. I share OUR experiences on the radio, and use my platform to teach my members how to live a strong and courageous life.

How to Build Your Brand

This is going to make show prep look easy. If you truly want to survive in our digital media world as a personality, then you must be EVERYWHERE she is, not just in her car while she's on the way to work. Take your brand name and build a Platform.

You need all the things. A website, Facebook, Twitter, Tik Tok, Instagram, email subscription list, and Podcast (that's not a replay of your show). Do it yourself. Never allow your radio station to build it for you, because then they own it. Use me as your cautionary tale. I lost 50,000 followers in one day because I didn't "fit the brand" because I allowed the brand I was working for set up my Facebook page.

Once you amass followers and email subscribers you become an incredibly valuable BRAND. You won't just entertain the listeners a radio station has now, you will bring them your following. Smart program directors and forward-thinking General Managers will now see you as an asset. The bigger your following, the bigger the buy from advertisers. You're not just a DJ now, you're an influencer.

What about the program directors that are threatened by this because they're just looking for someone to give away tickets over a :06 intro? Do you really want that job? To grow your career, they are not the ones that you want to work for.

What is your brand? I'd love to hear about it, learn from you, and if you'd like, help! If you'd like personality coaching on finding that one thing you're about, building your platform, and how to make a positive impact on people's lives. Please reach out: amanda@getyourbraveon.info.

#GetYourBraveOn

Love,
ac

Amanda Carroll is a nationally syndicated host with Salem Communications. She is also the morning show host, and assistant program director for Sacramento's 103.9 The Fish. You can check out her brand at www.getyourbraveon.info.