It’s not all rockstars and rocket science.
Or is it? Keith Richards has probably snorted the equivalent of the NASA space budget…
Sometimes branding can be acheived by NOT branding. Just don’t try to claim you’re shunning the branding spotlight. Because you are. You have a clear brand, and that is, to not ram it like most others.
Think of it as product placement in movies and TV shows. It’s still advertising, even though it’s a bit more subtle and you’re likely not to recognise it as an advertisement. If you try to brand your station without ramming it down your listeners throat – then you’re product placing. Less station name checks, less station branding lines.
In today’s environment, it’s arguably better to try to product place than to ram.
BUT. There is still a place for the traditional piece of imaging. There’s a fine line to walk in order to have a station that rates well, and creates well. In an hour, you don’t want to have too much creative stuff not mentioning much about the station, else wise you’ll lose the TSL you’re trying to build. It’s about balancing the creative with the core branding messages. Like 50/50.
Perhaps it’s a creative ID or sweeper followed by a simple branding message based liner between songs. Or maybe even simple clear branding between the music, and around the top of the hour and the ad breaks – something more creative. Mixing product placement and advertising works for Coke, why won’t it work for your radio station?
You’ve just got to be clever.
Sometimes the tools you use can help too… So why not try buying access to wizzFX Online in the wizzFX Shop! From as little as US$30 a month, get access to hundreds of weird, twisted, warped, and wicked Radio Imaging FX sound design to make your work stand out. What’s more, new sounds get added every month, so you’ll never get bored of having to use the same sounds day in and day out.
It’ll make your work sound all rock and roll, which in turn makes you a rockstar. And it doesn’t take a rocket scientist to figure out that wizzFX is cheap, effective, and will make you sexy.*
Don’t claim you don’t brand. You do brand, you’re just being a bit more clever than some others – and your listeners will probably be thanking you for it – and that’ll show in the ratings and TSL.
*by sexy we in no way are referring to your looks and how you will appear to the opposite sex… the same sex however…
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