Monday, August 18, 2008

The Theory Of Branding (And Building A Successful Radio Station)

KLM’s theory of branding is based on the same principles that apply to building a successful radio station that will stand out from the competition. If you want to win, you must:
  1. Create an identity that stands for a set of values. (What does your station stand for?)
  2. Emblazon your product(s) or service(s) (read: shows, bits and features) with it.
  3. Communicate it consistently. (Remember, frequency sells.)
  4. Grow and change with the marketplace and the consumer (user/listener).
  5. Become a way of life for a loyal franchise of customers (clients) and consumers (users/listeners).
  6. Attract new users (cume) and grow unendingly.

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