A strong personal brand is more than just a nice-to-have. It’s your business card, your reputation and your network all rolled into one. It’s what makes people want to work for you, collaborate with you and listen to what you have to say.
With 41 percent of Americans and almost half a billion people worldwide tuning to podcasts every month, podcasting has evolved from being the alternative media to becoming the go-to source for in-depth information, storytelling and entertainment – as well as a great way to build a personal brand.
Think of podcasting as the Swiss Army knife in your branding toolkit. It’s like having a PR agency, a content marketing team and a networking event all in your pocket at once.
Here’s how to use those tools to carve out your personal brand.
How does podcasting amplify your personal brand?
So, what makes podcasting the ace up your sleeve for personal branding?
For starters, it’s an intimate yet scalable way to showcase your expertise. You’re not just broadcasting information: you’re engaging in meaningful dialogue that allows you to delve deep into your subject matter.
This two-way interaction not only positions you as a thought leader, but also makes you a relatable figure in your industry.
Aside from being a marketing channel, podcasting is a comprehensive strategy that can significantly elevate your personal brand.
But that’s not all: podcasting is also a networking goldmine. By inviting industry experts to your show, you’re not just expanding your audience – you’re also building valuable relationships. It’s like attending an industry conference from the comfort of your own home, minus the awkward icebreakers.
Aside from being a marketing channel, podcasting is a comprehensive strategy that can significantly elevate your personal brand. It’s about time you added it to your toolkit.
Learn how to be a great podcast host
Before we delve into the art of hosting, it’s important to grasp why taking the reins of your own podcast can be such a transformative experience for your personal brand.
When you’re producing a podcast, you’re in the driver’s seat. You control the narrative, set the tone and decide who gets to come along for the ride. It’s your platform to showcase your expertise, share your insights and engage with an audience that’s genuinely interested in what you have to say.
In essence, hosting your own podcast is like building a stage where you’re both the star and the director.
In essence, hosting your own podcast is like building a stage where you’re both the star and the director.
Now, let’s get into how you can master hosting.
- Be prepared: Dive deep into your topic and guest before hitting that record button. The more you know, the more natural the conversation will flow.
- Be engaging: Your listeners aren’t here for a lecture. Use open-ended questions to spark dialogue and debate. Make your audience feel like they’re part of the conversation.
- Be consistent: Consistency is to podcasting what location is to real estate. Stick to a regular posting schedule, whether it’s weekly, bi-weekly or monthly. Your audience should know when to expect new content.
- Be authentic: Authenticity is the currency of the podcasting world. Your listeners are tuning in to hear you, quirks and all. So ditch the script and let your true self shine.
Now, if you think podcasting is just about what people hear, think again. Your podcast’s visual elements – like the show name, cover artwork and even your promotional materials – play a crucial role in attracting and retaining listeners. Your theme music, the tone of your voice and even the quality of your audio equipment contribute to the listener’s experience.
Your visual and auditory branding are like the packaging of a product. They may not reveal what’s inside, but they sure make people want to find out.
Find your differentiating factor
To differentiate yourself in the podcast space, focusing on authenticity will be your golden ticket. It’s what makes you relatable, trustworthy and, most importantly, human. But how do you bring that authenticity?
Don’t be afraid to share personal stories and examples in your podcast episodes. Did you overcome significant challenges to get where you are today? Talk about that journey. Have you learned some hard lessons along the way? Turn them into teachable moments for the audience.
In the business world, thought leadership is the currency that never devalues.
Supplement that with unique insights on industry trends, technological advancements and business strategies, and you will be well on your way to position yourself as a thought leader.
In the business world, thought leadership is the currency that never devalues.
Use podcasting as a networking tool
Podcasting is the networking goldmine you probably never knew you had. It’s like LinkedIn, but with voice and personality. Inviting industry leaders and experts onto your show is more than just creating compelling content – you’re building a professional network.
Here’s the kicker: having your own podcast can open doors that were previously locked tight.
Think about how many times you have sent an email asking for a quick coffee chat only to be met with radio silence. But invite that same person to be a guest on your podcast, and suddenly they’re more than willing to carve out an hour from their busy schedule to chat with you.
Being a guest on other podcasts exposes you to new audiences, expanding your influence and reach.
You’re offering them a platform to share their insights, and in return, you’re gaining invaluable connections and knowledge. It’s networking on steroids.
And the beauty of it? The networking goes both ways. Being a guest on other podcasts exposes you to new audiences, expanding your influence and reach.
A great example is Tim Ferriss, an author and entrepreneur who has used his podcast The Tim Ferriss Show to network with some of the brightest minds across various industries.
Be good, while staying consistent
Lastly, remember that podcasting is as much about frequency as it is about quality. Even big brands like Coca-Cola or Ford need to hit us with an occasional commercial to keep their brand top of mind. The same goes for your personal brand.
Delivering high-quality episodes, consistently and on a predictable schedule, is the key to getting your name out there and keeping your audience engaged.
So there you have it. From finding your unique voice to building a network of industry leaders, podcasting offers a world of opportunities. Now, go hit that record button and start building your personal brand.
Adam Jaffrey is a multi-award-winning podcast producer who has been podcasting since 2009 (before Serial launched!). He has extensive experience and specialist skills in podcast production, marketing and growth. Jaffrey is the Strategy Director at Wavelength Creative – Australia’s leading podcast production and growth agency – where he oversees all new show development for its diverse range of clients.
