Build your brand image by producing a podcast

Did you know that branded podcasts can boost your brand image? Yes, you can lull your listeners with your sweet words thanks to digital audio. How do you whisper your sweet words in their ears? Follow Calliopé's guide to producing your podcast and improving your brand image.

The benefits of podcasts for building your brand image

Podcasts are the branding phenomenon of recent years. More and more French people are becoming adept at this format, and brands are taking their place in this new market. But why does it work so well? For several reasons:

• podcasts can reach a wide audience, sometimes even beyond your core target;
• digital audio enables companies to create a special relationship with their listeners, who feel like they belong to a community;
• an original podcast can quickly go viral thanks to its all-purpose format. Anyone, without exception, can listen to it on streaming platforms, at any time of the day or night.

Podcasts come in a wide variety of formats, enabling each company or brand to find its own niche, one that will reach its listeners, whether customers or prospects. Another advantage of podcasts is the ability to tell a brand's story over a long period of time. You can divide the story of a major brand into several episodes. Luxury brands such as Dior, LVMH and Chanel have been playing the game for several years now.

How to produce a successful podcast

To produce your branded podcast, you first need to decide on the positioning you want to adopt. Do you want your tone to be close to your listeners? Or would you rather create a respectful distance? Depending on your chosen positioning and tone, you'll be able to consider the format of your digital audio among the various existing brand podcast formats. More of an interview format with employees or experts in your industry? Or would you prefer a non-fiction corporate podcast? In the latter, you can describe your brand behind the scenes over several episodes, giving your listeners the benefit of never-before-seen anecdotes! Once you've established your positioning, you need to put in place the right logistics for creating your brand podcast. There are several options for producing a podcast: do you go it alone, or work with a podcast agency like Calliopé? Of course, it all depends on the time and budget you can devote to your corporate podcast. After the technical side, think about the content side of your branded podcast. You need to provide high value-added content for your listeners. It's all about creating emotion and a link to generate anticipation for the next episode. Better seduce them to build loyalty. Finally, don't hesitate to enlist the help of podcasting professionals to find out how to communicate with your audience. So that your target audience finds its way to your corporate podcast! Different channels can be used depending on your business sector: social networks, online advertising, partnerships, etc. To be sure of succeeding in this exercise, which can sometimes prove tedious, put your trust in the Calliopé agency and its team of seasoned experts.

Margot BURON