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Branding ... Your Brand ...
April 23, 2019
Have an opinion? Add your comment below. One day it hit me: He branded himself. How could I have missed what was right in front of us all? This happened before social media. He would show up at the latest hot spots in town, make appearances at non-station events, and would volunteer his services for every station public service activity. It was like he was running for political office. Once I figured out what he was doing, it was a life-altering radio experience. It became my mantra as an air personality and later as a PD
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I am huge believer in branding. Regardless of what an air personality thinks, branding is the #1 difference between being a faceless voice and an up-and-coming air personality.
Being on the air gives you a distinct advantage over those who don't communicate to thousands of radio listeners. In addition, digital and social media have given air talent an arsenal for self-promotion. Keep in mind, when you work for a company, everything you do in either of these arenas reflects on your air persona and the station or stations you are employed by.
Let Me Tell You A Story...
I was doing evenings and the personality doing afternoons was average, in my opinion. However, he was sought after by advertisers and he even convinced a local Anheuser-Busch distributor into backing him for a TV dance show. None of us could figure out how he pulled that off.
One day it hit me: He branded himself. How could I have missed what was right in front of us all? This happened before social media. He would show up at the latest hot spots in town, make appearances at non-station events, and would volunteer his services for every station public service activity. It was like he was running for political office. Once I figured out what he was doing, it was a life-altering radio experience. It became my mantra as an air personality and later as a PD.
I Used What I Learned ...
After my awakening, at every station I worked as an air talent, I branded myself. For example, in Chicago I got myself a guest spot with a ghoulish host of a Friday night horror show, sent press releases of my non-station public appearances, learned how to become a celebrity auctioneer, attended kids' birthday parties, and I would search the newspapers for public service situations to attend.
I spent my money to have my last name added to my first name on the front and back of my station jacket. I even listed my weekday and weekend shifts on the coat.
Team Player ...
I'm not suggesting you go rogue and do your own thing without coordinating your efforts with your boss. You should always keep your PD informed on what you are doing in your personal branding efforts. If an air personality is going above and beyond within the guidelines of the station, it's a win-win for both.
Here's an example: I had a personality who wanted to provide prom dresses to young ladies who could not afford them. She came to me and wanted to make sure it was okay for her to put together something on social media about she wanted to do. I gave her my blessings and watched as she built a groundswell on social media; her website and social media platforms. She built it to the point that not only did we get behind her to officially make it a station promotion, it gave birth to a club named after her that made the prom dress promotion spread across the city and became an annual event.
Check Before You Do Anything ...
I mentioned informing your boss about your personal branding efforts, let me be more specific on the reasons why. The FCC (Federal Communications Commission) has guidelines involving payola/plugola; the FTC (Federal Trade Commission) has rules for online advertising and marketing.
There might come a time your digital or social media endeavors lead to advertising, sponsorships or merchandising opportunities. You don't want conflicts of interest with your station or do anything that would get you or the station fined. Check before you do anything and not after.
Your Personal Branding Weapons:
- Your website
- YouTube
- SnapChat
- Headliner app
- Hootsuite
- Podcasting
- Periscope
- Any new social platform in development
Finally ...
I ran across a quote from consumer loyalty expert Mark Levine and it has stuck with me: "Loyalty is not a short-term phenomenon; it is essentially a relationship." Air personalities must brand themselves to create closeness with the listener; you're on the clock 24/7.
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