The top three things beginner podcasters get wrong about branding

It's great to see so much activity in the podcast sector. There are more podcasts now than ever before, and audience numbers are continuing to grow. I've been in the industry now for over six years, and during that time I've seen plenty of podcasters make simple mistakes that could be holding them back from success.

Here are my top three mistakes when it comes to branding a podcast.

1. Choosing a difficult name

It might seem the most basic part of starting a podcast, but many beginners actually give little thought to creating a great name for their show. I've seen many instances of podcasters choosing a very generic name that's used by an already existing and large show, or selecting a name that is intended to be witty but just ends up being difficult to spell. It's also common that beginners might ignore basic trademark checks and end up picking a name that could infringe on the IP of a larger business. And my personal pet peeve is seeing podcasts which use the word 'podcast' in the title - most people listen in a podcast app so you don't need to tell them it's a podcast.

If you don't give your podcast name a lot of thought it could really jeopardise the chance of you making a hit. So what can you do to come up with a good name?

Firstly, try to find a name that your audience will actually be able to remember. Aim something that is between 1-4 words. The shorter the name, the easier it will be to remember and therefore search for. Your show name should be a reflection of the content inside the podcast, but remember you'll be communicating the name of you podcast with people over audio. So try to stick with words that are easy to say and easy to spell.

If you're trying to identify a good name, look around for other shows to see what you could use that would be different from the competition. Do a search in your podcast app or on The Podcast Index to see if there are any other shows by the same name. There are around four million podcasts now, so chances are you'll struggle to find something truly unique. However, it is still possible to find names for your show which aren't taken.

The other challenge of course is trademarks, when you've got a possible name, do a search to make sure it doesn't infringe on any trademarks. If you use a trademarked word, chances are you'll be forced to make a change. So make sure your show title is unique from the start and you'll be just fine.

2. Not having unique cover art

In every podcast app, the cover artwork is the first thing people see. It's how people often distinguish one show from another. And having great artwork can really draw someone to find out more. But the mistake I see many beginners making is to not invest any time, effort, or resources into creating a unique artwork design.

Here's a screenshot of a recent New & Noteworthy feature list on Apple. You can see some of the artwork stands out and is very easy to read. 'Who Robs A Banksy?' is particularly appealing because it has a great use of contrasting colours and is very easy to read.

But other artwork is quite difficult to read. For example, The Manifest Edit has artwork which is very challenging for people to read unless it's enlarged. The choice of font is already difficult, but you can also see that the colour of the text blends into the background.

Remember, your audience is mostly going to experience your artwork on a small device - probably a phone or a tablet, so make sure the text on your design really stands out. Use big, clear, lettering. Make sure the colours you use compliment each other in a good way. Sometimes you can make the text harder to read by using the wrong colour for your artwork.

Also, check out other artwork in your category. Think about how your design will sit amongst other shows. If most of the shows in your category are using light coloured backgrounds, can you maybe use something a bit darker?

If you aren't skilled at design, then please consider hiring someone. Having an expert pull together your artwork will make a big difference. Some of the best money I've ever spent in making podcasts has been on great designers who can help our shows really stand out from the crowd.

3. Ignoring the 'sound' of the show

It might seem obvious, but the sound of your podcast is the most important element. We call this the sonic experience. Often I'll hear beginner podcasters sit down and just start recording a conversation. While that's one approach to starting a podcast, unless you're an expert interviewer, or a celebrity, chances are you won't attract many listeners.

What beginners should think about from the start is the overall sonic experience of the podcast. How will you make your show actually sound interesting to listeners? What will you do to help your show stand out from everyone else?

Think about your podcast as a story. Everyone loves a good story. Whether you're crafting an interview podcast, or a deep-dive narrative, you need to think about the story arc of every episode. How will you keep people interested throughout the episode? What can you do to break up the monotony of people talking?

One of the best ways to make a show stand out is through a custom theme track. Having a custom theme track will give your show a unique personality. While it might cost some money to hire a musician or sound designer to make the track, that investment will well worth it.

Your musician will give you assets that can be used to really put a unique stamp on the episode. They'll give you the theme track, but you should also ask them to give you the stems and some stings. You can use these to break up segments, or to transition into an ad spot. Hiring a musician doesn't have to be super experience, however you still need to pay for the work. In my experience, you can get music from around $500 USD, but it will ramp up depending on how experienced the musician is.

Ultimately, you want your audience to instantly recognise your podcast when they hear the first couple of seconds of a show. Everyone who listened to Serial can identify it in moments, the same with shows like Science Vs or The Pitch.

Focus on your brand

If you're looking to take your podcast seriously, and deliver the best experience possible for listeners, focus on building your visual and sonic brand.

Over time, your audience will come to know and love your podcast, and you might even make some money. So it's important you set the tone from the very start.

You absolutely won't regret any investment into making your show stand out.