By: John C. Lund
The Lund Consultants, Inc.
Many companies make cell phones and computers, but Apple managed to cut a unique path that led to sales numbers all other companies covet. In the process, the Apple name gained strength as the “i” moniker became a marker for innovation. Apple has mastered standing out in the crowd. Winning stations are like that: a unique edge or identity that becomes part of the brand. We call it Stationality.
What is your unique edge? If you say your music, then this can be attacked easily by a competitor in order to steal your audience. Is it market longevity alone, or have you coupled that with other unique desirable listener benefits?
An even bigger challenge is properly identifying your station’s unique offering and marketing that to listeners. In your next staff meeting, ask every employee to describe your station and then list a key attribute or offering. Chances are that some of your own staff have trouble defining what you are. What can we expect from a listener in that case? Conversely, you may find a description or approach that becomes your new marketing campaign.
The value of your brand rests with being easily identified and offering something exclusive or more attractively packaged for your audience.
Do you own your image in your market? We work with stations and groups to build unique positions and stronger brands that anchor ratings and revenue. Contact firstname.lastname@example.org to discuss your market. See the Lund Stationality Stylebook for ways to make your station unique.
Editor’s Note: The views and opinions of the above article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.