Episode 231 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Featured Guests: Tonya Eberhart and Michael Carr
Tonya and Michael are two international bestselling authors and hosts of the Be Bold Branding Podcast. Together, they are partners in BrandFace®, where they have helped thousands of Coaches, Creators, and Experts define, develop, and display their personal brands to change how they're seen and charge what they're worth. Their mantra is "People don't do business with a logo. They do business with a person".

0:03 - Unexpected Ways Your Identity Boosts Your Brand 
4:49 - The Top Mistake That’s Causing Listeners to Overlook Your Podcast 
5:13 - Why Mixing Personal Branding With Your Podcast Hurts You 
9:34 - What to Do If Your Podcast Outgrows Your Brand 
12:51 - Why Broad Podcasting Approaches Are Outdated

The Secret to Building a Memorable Podcast Brand

Most people think today’s top podcasters are successful because they have a massive audience, professional audio, and this seemingly effortless ability to pump out high-quality content daily.

Those things can help, but when you think of successful podcasts like "Serial" or "The Joe Rogan Experience", it’s not just the audio quality or even the content itself that draws people in and keeps them coming back for more. (Because if that were true, then everyone with a $100+ mic who releases high-quality episodes every week would be in the Top 100 and we both know that’s not the case).

But, today’s top podcasts DO have four things in common — and one of the most important? A strong podcast brand that compels listeners to choose your show over others like yours.

But podcast branding is much more than cover art and a catchy show title. Which is why I invited co-hosts Tonya Eberhart and Michael Carr of the top-ranked Be Bold Branding podcast to join me in this episode. We’ll help you nail the invisible elements of your podcast brand and create a show listeners can’t ignore.

So if you’re ready to learn the first steps you need to build a powerful podcast brand that commands attention? Read on.

The Top Mistake That’s Causing Listeners to Overlook Your Podcast

Many podcasters think their personal brand and podcast brand need to be one and the same. The idea is that if people are drawn to the host’s personality or expertise, they’ll naturally be hooked on their podcast, too. But with millions of podcasts out there, listeners are hunting for specific content, fresh formats, and unique value. Sure, a host’s charisma might pull them in at first, but it’s the podcast's ability to solve problems through hyper-relevant content that keep them engaged and coming back for more.

If your podcast’s content doesn’t match what your audience is looking for or if it lacks a distinct identity, even the most charismatic host will struggle to retain listeners. Personal branding can build your reputation and connect you with your audience, but it’s not always enough to make your podcast stand out.

Why Mixing Personal Branding With Your Podcast Hurts You

Here’s why leaning too heavily on personal branding can be a problem:

• Confusion Over Brand Identity: When your personal brand and podcast brand are intertwined, your audience might get confused about what makes your podcast different. It also creates SEO competition, where your business and podcast end up competing against each other. This makes it harder for listeners to understand why they should stick around if they can’t distinguish between your personal identity and the podcast’s unique value.
• Dilution of Your Podcast’s Voice: Mixing personal branding with your podcast’s branding can water down your message. For a podcast to truly stand out in a crowded market, it needs a clear, specific focus and a distinct voice. If your podcast is too closely tied to your personal brand, it may lack a sharp, unique identity. This can dilute its messaging and make it harder for listeners to understand exactly what problem your podcast is solving and why it’s worth their time.
• Limiting Your Podcast’s Potential: Your personal brand might be great, but it might not always align with your podcast’s goals or target audience. Blending the two can limit your podcast’s ability to evolve or attract new listeners over time.
  
  

Creating a Distinct Podcast Identity

Tonya and Michael stress that while your personal brand and podcast brand should be related, they need to stay distinct. For example, Insider Secrets to a Top 100 Podcast and my company, PodLaunch, are linked, but each has its own clear identity — and that’s on purpose.

Think of your podcast as the top of your funnel: it's where potential listeners first meet you. If it’s not clearly defined, you risk attracting people who aren’t a great fit. By zeroing in on a specific focus and unique value, you make sure the listeners who tune in are exactly the kind who’ll want what you have to offer.

What to Do If Your Podcast Outgrows Your Brand

So, what if your podcast brand no longer fits your evolving business? If your podcast has outgrown its original branding, that’s actually a great sign — it means you’re growing.

If your business focus has shifted or expanded, you also need to realign and update your podcast brand to keep it relevant. This includes redefining your target audience, revising your messaging, updating visuals, and even changing your podcast name. When done right, your audience will stick around — and a podcast rebrand can even spark renewed interest in your show. (And if you know your podcast needs a rebrand but you have no clue where to start, this episode will help).

By aligning your podcast’s brand with your evolving business, you maintain a clear, compelling identity that keeps your listeners engaged.

Leveraging Your Podcast Brand Across Platforms

Michael Carr emphasizes that your podcast needs to mesh with your overall brand strategy, especially if you’re engaging on social media, speaking at events, or building a presence on other channels. A consistent brand message across all platforms will strengthen your connection with your audience and make you more memorable. So if you need help elevating your personal brand across all platforms, be sure to check out the Be Bold Branding podcast.

Or if you know your podcast brand needs a facelift and you’re thinking, “Rebranding a podcast sounds… hard,” let’s talk. Book a free strategy call so we can help you rebrand and relaunch a top podcast that converts your listeners to leads on repeat.

Next Up:

In the next episode, we’re diving into why repurposing your podcast content isn’t growing your show like you hoped, and I’ll give you uncommon strategies the pros use to create viral content that commands attention and drives traffic back to your podcast. So if you're over posting podcast video clips to social media (or heck, throwing the whole episode up on YouTube), only to get ten views and no likes or comments, don’t miss it.