Tracy Johnson

Unexpected But Important Elements of a Personality Brand

When it comes to building your personality brand, we tend to think about the obvious: How we sound on the air, how tight ttings sounds, making sure those publicity photos catch the good side.

But we don’t think through many things that matter. In fact, everything affects your personality brand, and if you want your personality to be a 5-star brand, meticulous attention to detail is required.

Things That Affect Your Personality Brand

Here’s the start of a list of things that impact how listeners perceive you, and how you can massage the affect you have on fans and potential listeners:

How you answer the phone: Do you answer the phone? When you do, are you upbeat and bright? Do you sound interested, or is it obvious that you want to get them off the line as quickly as possible? This goes for the phone screener or producer as well. They’re your representative.

How you dress in public: This isn’t just for personal appearances and events you host, but when you’re out to dinner or going to the movies. When you’re recognized, does your appearance enhance the brand you’re building?

What you do at events: When listeners meet you at station or client events, do you give them a show? Is it an exciting, entertaining experience or is it routine? Do you stand out, leaving them with an impression that is memorable? Just standing around is not acceptable, unless your desired brand is to be boring. Entertain!

Which products or advertisers you endorse: This is sensitive, because that sales manager is out pitching endorsements to every client they an get on the phone, and there’s pressure to put your name on those ads. But they’re not all good for you, no matter how much the talent fee is. Each endorsement makes a statement about your personality brand.

How you respond to current events: When something major happens in your community, how do you react? Is it within your character brand profile, or do you fumble around searching for something to say until it’s too late to make an impression? At those high-impact moments, you must be prepared and ready to respond.

How you phrase social media posts: Do you write the way you sound? Does it fit your personality? Maybe someone ghost-posts in your name. That’s fine, but they must write in your voice, and it’s your responsibility to make sure that it’s being executed in a way that enhances your profile. It’s just as important to put your best foot forward on social media as on air. Social media spreads quickly.

The quality of video you’re creating: Just because it’s easy to turn on an iPhone and shoot a Facebook Live video doesn’t mean you can just throw it out there. If you’re going to get into video (and you should), know that every video affects listener perception. Make sure the lighting is right. You don’t have to have a make-up artist for each video, but you do need to look sharp.

That’s just a start. What would you add to the list?

Author: Tracy Johnson

Tracy Johnson is the founder of the Tracy Johnson Media Group. He excels in developing on-air superstars that attracts fans, grows ratings and generates revenue. He’s programmed great radio stations, leading two stations in San Diego from “worst to first”, earned dozens of radio industry awards and been named “Best Programmer In America” by Radio Ink magazine.

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