You’d be forgiven for thinking that the visual is the be all and end all of modern brand building. After all, pictures and video are a tried and tested method of grabbing consumer attention online and for leaning into the global algorithm that moulds social media.
However, this line of thinking may mean you are missing out on one of the most popular ways of spreading your message and broadcasting your brand – audio.
The spoken word may seem a very old-fashioned way to broadcast your message, but there is an academic theory called Uses and Gratifications that argues otherwise. Basically, it’s the theory that human beings turn to a lot of different media sources in order to satisfy their requirements for information, entertainment, and to feel connected to other people. If you have a good storyteller that plays into a listener’s imagination, is able to discuss complex arguments, and is able to highlight emotional nuances in a story, a listener can walk in another person’s shows, be transported to another corner of the world, or even be transported back in time. No special effects needed, only a microphone and clever audio editing!
But before you shell out on a fancy new radio microphone and make your study a radio studio, there are a few questions you should ask yourself to make your next audio project a success.
As with any brand marketing you have to ask who your target audience are, what they are going to gain from listening to your project or message, and what it is you are making for them.
Have a look at the below steps that will help you have a clear sense of who you are trying to reach, what you are trying to say, and what the scope of your audio project will cover.
What is your project and what are you calling it?
This is the first and one of the most important questions! Have a brainstorm of your different project ideas and names – the more the merrier! These don’t have to be completely polished concepts – just ideas that you think may have mileage to build audience engagement. Do your research around the potential scope of your project – there is nothing worse than developing your audio project all the way through only to find someone else has had the same idea and launched it before you!
Describe your project in a memorable sentence.
Think of this step as developing your ‘elevator pitch’, which is a succinct description of an idea that explains its concept in the time it takes to take a short trip in an elevator. You can also use this step to make a statement or purpose for your project. You can always come back and hone this step wherever you are in the process of developing your project, but try to keep this statement as focused as possible. Not only does it keep it succinct for any sponsors and collaborators, but it also keeps it simple in your mind too.
Define your audience.
Before you dive into your audio project, it’s important to know who you are trying to reach in the first place. This may change over time, but starting with a sense of who your audience is, what they need, and where they are will help how you develop your project. Think about a few groups of people you want to reach (e.g., career-minded millennial women), then prioritise them into the most important audiences you want to reach down to supporting audiences (or audiences that you want to reach but are not as important to the success of your project goals).
At this point, it would be a good idea to put yourself in your audiences’ shoes. Ask yourself what unique value or perspective can you add to their lives? Where and when will they listen to your work? After listening to your work, what will they think about, and who will they discuss it with? You don’t have to concrete answers to these questions, but they are worthwhile to think about at this stage.
Try to not only consider people who will be listening to your launched product, but also think about stakeholders, influencers, and competitors. How will your project appeal to them and what unique selling points are available for you to capitalise on?
What do you think you’re making?
This step may feel as though it’s a rehash of the previous steps, but don’t worry! This step is about drilling down further into the nitty gritty of your project and asking questions about:
- The format: What format will your end project result be? Will it be a single story, a podcast, a short audio clip similar to videos on TikTok, etc?
- The need: What might your audience need from your project and why? How will your project meet these needs?
- The alternatives: What are alternative ways that your audiences might get the information they need?
- The advantage: How is your approach different and/or better to what has come before and your competitors?
How might your audience benefit from this project?
This step is all about questioning how your project will inform, empower, or connect your audience – after all, your audience will probably not give your audio project a chance if there is nothing in it for them.
How will you engage your audience?
You may have the best idea for a podcast or an audio project in the entire world – but if you can’t bring the audience in, it’s as good as unlaunched. Have a think about how you’ll initially connect with your audience, and how you plan to then build upon their interest. Callouts, social media groups, membership privileges (e.g., Patreon membership), and live events can help reach out to audiences beyond your work.
How are you going to measure success of the project?
Success may mean different things to different projects and different teams – will it be a certain amount of podcast downloads or listens, increased sales, page views or social media mentions, collaboration with other teams, broadcast awards, or something else entirely?
With these steps thought through and part of your development plan, you are well on your way to conquering the air waves!
If all the above seems a bit overwhelming, don’t worry! Weave Studios is here to help every step of the way.
Weave Studios are a friendly, experienced team that can help you realise your website, graphic design, and SEO goals. Our team create clean, modern websites, built to industry standards that are fast to load, hosted by Weave Studios, and mobile friendly.
Need help with copywriting, images selection, audio editing, and layout? We’ve got you covered there too!
We also offer assistance with graphic and branding design, and have worked with many different businesses and organisations to build consumer awareness and loyalty. Eye-catching, consistent, and beautiful branding is part of our bread and butter – whether it is a branding refresh or completely new venture, we’re here to make your ideas a reality.