Getting Started, Promoting, Broadcasting, Branding, Marketing

Branding Your Internet Radio Station

Perhaps one of the most important questions to ask yourself when creating an internet radio station is "who are you?"

Think of your favorite internet or local FM radio station -- they have a clear identity. You have a general idea of what to expect when you tune in, you’re familiar with the on-air personalities (even if you have no clue what they look like!), and you might even be able to pick their logo out of a lineup. The same should go for your internet radio station.

So… who are you?

To brand your identity as a radio station, you need to answer a few additional questions.

Why are you creating this station?
It could be that you have a vast collection of music from the sixties that you want to share with others, because you can’t quite find the perfect station that plays all your favorites. Maybe your hobby is finding all the latest and greatest indie songs that you’d like to help introduce to the world. Or you could be incredibly knowledgeable or funny and think others would like to listen to what you have to say. Bottom line, there’s a reason you’re thinking about starting a station. Why?

What do you want to share?
You can argue that this is essentially the same question as above, but this goes beyond the creation of your station. Yes, you want to share the best rock ‘n’ roll on the planet with your audience, but what else? Are there causes you’re passionate about? Are you going to be funny or serious? Will you share national news stories, only feel-good stories, or just local news stories?

Who is your audience?
This one covers a few bases, and it’s easiest if you come up with a “marketing persona.” According to Ardath Albee of Marketing Interactions, a marketing persona “is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience.”

So in order to deliver the most relevant and useful audio content to your audience, who are they? What music do they prefer? Do they care about the news? Do they have other shared interests? Where do they live -- global, national, local?

What sets you apart from the others?
There are tons of online radio stations out there. What do you offer that others don’t? It could be the latest local news, the next big hit from up and coming artists/bands, DJs with personalities that shine through the digital airwaves, or even something like fun contests with awesome prizes. That’s what sets you apart and makes you stand out. (Oh, and always be sure to deliver on those promises!)

Need an example or some inspiration?
Our friends over at KBACK have gone above and beyond with branding their station. Their name, their logo, their website, and social media presence all give you a clear idea of why they do what they do and who they are before you even tune in -- a loud and awesome rock ‘n’ roll station based in Sioux Falls, SD.

See how many stations have joined the Radio Revolution at Keep up with the latest news by following us on Facebook (Live365 Official and Live365 Broadcasting) and Twitter (@Live365 and @Broadcaster365)!

Article image: Abigail Keenan via Unsplash.

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About Sarah Osborne

  • Pennsylvania