A brand is how people identify your business. Not just visually, but in a holistic sense. It could be a sound, logo, color palette, or any other sort of uniquely identifying media. For the audience, it invokes thoughts and feelings about your businesses based on their perceptions and previous engagements.
You may control the imagery and the voice, but it’s entirely up to the audience to determine what your real brand is to them and it may or may not be how you want your business or brand to be perceived. If your brand is poorly looked upon, changing those perceptions may take a significant marketing effort or even a complete rebranding.
In terms of how this applies to podcasts, your branding is just as important. With a podcast, you have one distinct advantage – you literally speak to your audience and control the conversation.
There is more to consider though when branding your podcast. Visually, of course, you have your album art which provides a visual representation of your brand – and that’s very important too – but you also have to think about sound design.
How many of you get transported back in time when you hear your favorite song from High School? How does it make you feel? Good sound design will invoke these same kinds of feelings and memories. Maybe not nostalgia from childhood, but you get what I mean.
Creating Your Sound Identity
And just like you how you wouldn’t want your logo to look the same as any other business, your sound identity should be just as unique. Your intro music, sound bed, breaks, outro, etc, should be used consistently so that when someone hears those sounds, they automatically associate your brand or podcast with it.
While it might be tempting to go dig into some commercial sound library and pull out music and tones you like, don’t.