Iconic brands aren’t born in spreadsheets. They come from nailing the essay questions.
We broadcasters love our formulas and formats. We chase measurable metrics and try to calculate our way to greatness. Shameless lemmings, reverse-engineering someone else’s success. “Keep it simple, stupid,” we say. But dumbing it down isn’t the answer.
Spreadsheets aren’t the enemy. Research matters. The more you understand what makes your clock tick, the better. But when you let research run the show, you no longer have a show.
To build a legacy brand, you need a plot. It’s more scriptwriting than accounting. Your brand needs main character energy—complex, deep, and unforgettable.
What does your brand stand for and against? What feelings does it stir? Bonus points if they’re conflicting—like Apple, pulling off both “cool” and “geeky.”
Your identity isn’t your top-of-hour legal. It’s not a slogan. It’s a signal. Does an audience exist that identifies with your identity—or will there be once you identify it? Is your brand tattoo-worthy? Is it impossible for a competitor to out-you, you?
If your brand needs explaining, it’s not fully baked.
The great ones are unmistakable from every angle, in every moment.
Let’s take a real-world trauma: your station gets most of its listening at work. Research says congrats—you’re a “listen at work” station! Let’s call it Your At Work Network! Nine-to-Noon commercial-free sweeps! Sub sandwiches for the whole office!
But… where exactly does your perceptual study imagine these people work? Lumon Industries?
Why do they really choose your station in their soul-sucking cubicle? I’m betting it’s not to be reminded they’re in a soul-sucking cubicle. They’re listening to escape. To feel something else. Not to have you shine a fluorescent light on their fluorescent life.
Serve the story, not the theatre. Veering off script can work—but breaking character is a sin.
So let the competition crank out all the “Mix” this and “Lite” that, offering formulaic bit characters. “All Your Favorites” from whatever bracketed decades. The shallower the terrain, the more your epic brand gets to tower.
Iconic brands aren’t derived from replication. But the backstories of other icons? Pure inspiration.
In the storytelling business, they say there are only seven basic story types.
What’s yours?
- #1: If your brand rocks a style not found on the haircut chart
- #2: If it doesn’t quite add up in a spreadsheet
- #3: If you’re chasing the enchantment that drew you into this business in the first place
- #4: If you realize nobody has a passion for the term Hot AC (unless it’s a busted air conditioner)
Then you might be onto something.
Still missing that main character energy? Feeling a bit…derivative?
Maybe it’s time for a script punch-up. Legends don’t come from first drafts.
I might be able to help you with that.
This column was written by Ralph Stewart. Ralph most recently programmed JACK-FM and 94.7 The Wave for Audacy in Los Angeles, previously serving as Operations Manager for Audacy’s Los Angeles cluster. His radio career also includes a stint in Seattle where he programmed All Comedy Radio and Smooth Jazz 106.9 KNUA. He can be reached by email at ralpholine@gmail.com.
