Extend Your Brand

29 06 2011

In the “old days” fifteen or twenty years ago, radio people were active in their community and made appearances or volunteered because well, that’s just what we did right?  We still know today that it’s an important part of being in radio, but we’ve given it a fancy name: Extending your brand.  There’s several different levels of brands as well.  There’s the radio station as a whole, and when we do a live broadcast or host a station event this takes your connection with the listener to that next level.  What about when you personally volunteer to make an appearance at an event to emcee or because it is an organization close to your heart?  This not only elevates the brand of the station but you as an individual as well.  Then finally, there’s the additional “stuff” you do beyond your direct involvement with the radio station.  Maybe you have a mobile dj business or do voiceover work.  Maybe you are a musician and play on the weekend.  Ultimately, this helps to extend your brand and I believe your cume base.  Here’s some ways you can extend your brand via social networking too.

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Brand Manager? Content Director?

5 02 2011

So apparently I am no longer a Program Director.  The landscape of programming a radio station has changed…drastically.  While scheduling music logs and writing witty little sweepers is still part of our role today, it is just one of the many responsibilities of a PD.  The radio “Program Director” in 2011 is faced with the task of not only the “on-air brand” but the “online brand” and the “on demand” brand.  We have to continue to polish the sound of the on-air product by playing the best of the best songs, writing and producing creative imaging, and critiquing the airstaff.  At the same time, it is our responsibility to expand the brand of the radio station beyond the radio.  We also MUST be doing the social networking thing.  Facebook is to an air personality today what the request line was 20 years ago.  It is your lifeline to your P1 listener.  If you are a PD and your station does not have a Facebook page or if you are a jock without a page then I’m assuming you are still playing records.  Twitter is of course the other hot social site of the moment, but I think people and radio stations are still tapping into it and trying to get a good grip on ways to utilize it best.  So recent discussions have begun where I work to change the title of our Program Directors:  Brand Manager?  Content Manager or Director?  I mean, those titles do better describe the role of the PD today.  We’re expanding the overall brand of the station to all of these various forms of entertainment for the listener, finding as many new ways of delivering compelling content as possible.  I think I’m more in favor of Brand Manager because ultimately branding our product into the brains of our listeners is our daily goal.  To me, managing content sounds like something I could pay a part-timer to do.  What do you think?