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.