Brand podcast: an essential tool for reinforcing your corporate identity

The popularity of podcasts is undeniable. In France, podcast listeners reached 17.6 million in 2022, an increase of 2.6 million on the previous year. Worldwide, by 2023, over 464.7 million listeners were regularly listening to podcasts, confirming that audio is now an indispensable format for reaching today's consumers. So, what is a branded podcast, and why is it such an important opportunity for businesses? This article explores the benefits, best practices and steps involved in creating an effective branded podcast that will capture the attention and increase the engagement of your audience.

What is a Brand Podcast?

‍A brand podcast is a series of audio contents created by a company with the aim of spreading its messages and values without being limited to simple advertising. Unlike traditional podcasts, it is specifically designed to reinforce a brand's identity, captivate its target audience and engage the listener over the long term.

Branded podcasts allow companies to :

• Creating an intimate bond with the audience: Podcasting engages the listener directly through the voice, creating a human and personal connection.
• Improve brand awareness and credibility: By communicating around expertise or values, the brand can position itself as a leader in its sector.
• Distribute content flexibly: Podcasts can be listened to anywhere, making them a format suited to modern lifestyles and a solution of choice in the battle for attention.

Why do brands choose podcasting?

‍The branded podcast achieves a variety of objectives. Here are the main reasons why more and more brands are investing in audio:

1. Authenticity and intimacy: Unlike visual media, podcasts emphasize the voice, which generates an immediate connection with the listener. This creates a unique closeness and builds trust.
2. Expertise positioning: Podcasts are ideal for establishing a brand as an expert in a specific field, through educational or inspirational content. Microsoft's "Back Office" podcast is a good example, with its discussions of technology trends and their impact on business.
3. Accessibility: A branded podcast can be listened to in the car, while cooking, or even during a sports session. This flexible, nomadic nature is appreciated by listeners, who don't need to give their full visual attention to the content.
4. Commitment and loyalty: As part of a series, podcasts create a habit among listeners, who return episode after episode. Long series or podcasts with regular episodes thus ensure greater loyalty.

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The Ingredients of a Successful Branding Podcast

‍Fora branded podcast to be successful, there are several key elements to consider.

1. Content quality

‍Rich, relevant content is essential to captivate the listener. A successful branded podcast doesn't just promote a product or company, it tells a story and adds real value.To ensure this quality, you need to:

• Define an editorial line: What topics should be covered? What tone should be adopted (informative, inspirational, entertaining)? Your line must remain consistent from one episode to the next.
• Adapt the content to the target audience: A podcast aimed at professionals in a specific sector (such as BtoB) will not be built in the same way as a podcast aimed at the general public.
• Ensuring authentic expertise: Inviting experts, influencers or players in the field enhances credibility.

Examples:

• SAFRAN: With "Même pas peur en avion", the brand has produced a reassuring and instructive series on the aeronautics industry, enabling listeners to understand the sector's technological advances.
• Merck: In its "Voices of Infertility" series, the laboratory tackles delicate and engaging medical subjects, reinforcing its image in the healthcare sector.

2. Format, Duration and Frequency

‍Theformat of a branded podcast is crucial, as it must match the expectations and habits of its audience. Whether you opt for interviews, roundtables or narratives, it's advisable to maintain a certain homogeneity in the episodes.When choosing a format, take into account:

• The ideal length: Short formats (5-10 minutes) are ideal for audiences in a hurry, while long formats (30 minutes to +1 hour) allow you to delve deeper into the subject.
• Regularity of publication: Publishing regularly (every week, twice a month, etc.) creates a listening habit.
• Episode structure: Each episode must have an introduction, a structured development and a conclusion.

Examples:

• Selectour with "Cockpit": A bi-weekly 11-13 minute podcast on travel destinations, perfect for quick and convenient listening.
• Microsoft with "Back Office": A monthly format of around 20 minutes, covering digital transformation themes.

3. Brand Identity

‍The brand podcast identity includes the presentation style, music, and sound design that create a recognizable audio signature. This allows the listener to immerse themselves in the brand's world.Elements that contribute to the identity are:

• Podcast name and slogan: A clear, evocative title attracts attention.
• Music and sound effects: A unique jingle or background music helps make a lasting impression.
• Graphic universe: The podcast thumbnail and associated visuals must be in keeping with the company's brand image.

Examples:

• BMW with "Hypnopolis": the brand has created a futuristic universe with an audio thriller where Hans Zimmer's music accentuates the immersive aspect of the experience.
• Upsa with "Ma santé en poche": A short, regular format, with similar voices in each episode, that creates a personal connection.

4. Distribution and Promotion

‍Distributinga branded podcast requires a careful strategy. In addition to audio platforms (Spotify, Apple Podcasts, Deezer), a branded podcast can also be relayed on social networks, websites and newsletters.Strategies to increase visibility:

• Multichannel: Distributing the podcast on several channels enables it to reach a wider audience. Publishing excerpts on Instagram, YouTube, or LinkedIn boosts its reach.
• Teasers and excerpts: Create trailers or excerpts to be published before each episode to arouse curiosity.
• SEO optimization: Using keywords in episode descriptions and titles helps your podcast to be found more easily.Examples:
• Blissim with "Regard": This branded podcast is promoted by a complete system, from social networks to paper guides sent to customers.
• Roche with "Singularity": In addition to podcast platforms, episodes are relayed on YouTube to reach a wider audience.

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Concrete applications of a Brand Podcast

1. Improve Employer Brand

A branded podcast can be a great tool for addressing topics relating to corporate culture, inclusion, and internal values. It enables companies to share their vision and strengthen their appeal to talent.

Examples:

• Sodexo with "Mieux": This brand podcast explores the challenges of modern work through interviews and testimonials.
• BNP Paribas with "In my shoes": A podcast on diversity and inclusion, giving employees a voice.

2. Adding value to products and expertise

‍A branded podcast is an excellent way to showcase specific products or highlight experts who can lend credibility and demonstrate the company's know-how.

Examples:

• Audencia and "Un parcours, un switch": By promoting the testimonials of its alumni, the school highlights the diversity of its programs and the impact of its training.
• Boursorama with "Bourso-Campus": By answering concrete questions on the stock market and personal finance, this podcast reinforces the bank's expertise.

3. Communicating CSR commitments

‍Manycompanies use branded podcasts to communicate their CSR actions and commitments, addressing societal, environmental or ethical topics.

Examples:

• Dalkia with "Making commitment a reality": the brand tackles CSR issues such as biodiversity and carbon neutrality.
• Air Liquide with "Parlons Avenir": Designed for investors, this podcast covers topics such as hydrogen and water preservation.

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Create a Brand Podcast in 4 Steps

Stage 1: Ideation

1. Define the subject and purpose of the podcast.
2. Identify the target audience and tailor the message to their interests.

Stage 2: Production

1. Script preparation, recording and post-production must guarantee high-quality rendering.
2. Mixing, editing and sound design must be in harmony with the brand.

Stage 3: Distribution

1. Select platforms (Spotify, Deezer, Acast) and integrate podcasts into a multi-channel strategy.
2. Use social networks, the company website and newsletters to maximize visibility.

Stage 4: Media coverage

1. Set up audio advertising campaigns and partnerships.
2. Use visual formats (excerpts, teasers) to promote the podcast on traditional and digital channels.

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Conclusion of this guide to branded podcasts

The brand podcast is much more than a simple audio format. It enables brands to develop a close relationship with their audiences, enhance their expertise and reinforce their brand image. Whether to communicate values, engage customers or attract talent, the branded podcast is a strategic investment, offering companies a unique and intimate tool in an increasingly saturated world. So, are you ready to launch your branded podcast?

Calliopé: The Expert Agency for Unique Sound Experiences

The agency Calliopé is much more than a sound communications agency. Since 2019, it has established itself as a benchmark in the creation of branded podcasts. Calliopé believes deeply in the unlimited power of sound, which it explores and magnifies to create unique experiences that capture attention, awaken the imagination, and arouse lasting emotions. With smartphones now at the heart of our lives, Calliopé places its expertise where everyone's attention is focused: at the entrance to the ear and in the palm of the hand.

With its independence and creativity, Calliopé stands out for its tailor-made offering, designed to meet the specific needs of each brand. Whether to raise awareness, inform or engage, the agency mobilizes a team of seasoned creatives to design high-quality content that resonates well beyond the moment of listening. This meticulous and uncompromising work, fueled by an almost obsessive passion for sound experiences, has resulted in fruitful collaborations with over 90 advertisers, who recognize the impact of a mastered and differentiating audio strategy.

Choose Calliopémeans opting for a strategy where each listening experience becomes a privileged, immersive moment, making the brand part of the everyday life of its listeners and creating an authentic, lasting bond.