As a podcaster myself, I know how much effort goes into building a brand and identity for a new show. Your podcast is a representation of all that is you — your unique voice, experience, and perspective. You feel a strong sense of attachment to everything that you've been building through your podcast over time, because conceiving a title, crafting a brand, setting the tone of the show, and everything else you’ve pulled out of thin air — that's true art. And putting art into the world is a vulnerable process. No way would you change those things you worked so hard on…right?
If you're anything like me, you’ve also worked day and night, weekends and holidays behind the scenes to create an entire business ecosystem with your podcast at the center of everything. Making a big change to your podcast’s branding would entail a total rehaul of business operations, including the name of your entity, your trademark, your web domain, your social media handles, and a whole laundry list of other things you probably haven't even thought of yet.
But as your podcast continues to evolve, you may come to realize (like I did) that your show’s branding no longer aligns with your current goals, values, or audience. At that point, you'll have two options: you can either stay in your comfort zone or go all in to breathe new life into your podcast.
Think I may be talking to you? Here are five signs that it may be time to rebrand your podcast.
1. You’re trying to fit your episode content into the “box” that is your title
The title of your podcast can attract the right audience, help listeners understand what they can expect from each episode, and help with search engine optimization (SEO), so it's essential that it accurately reflects your show's content overall. If your show has evolved over time but your name no longer reflects what you talk about, it may be time to rebrand.
For example, I started a podcast called 4 Things For Your Podcast, but I eventually shifted away from sharing four tips for podcasters in each episode. As a result, the name of my podcast no longer made sense. Rebranding your podcast with a new title can help you attract listeners who are interested in what you’re currently making — not what you used to make.
2. Your podcast no longer aligns with your niche or target audience
You probably started your podcast with a specific niche or target audience in mind. But it’s only natural that as you begin to discover your voice on the microphone, you start to figure out what brings you joy to talk about (and what doesn’t). And that could mean a whole new target audience.
When I first started my podcast, I was speaking to the “new” podcaster. But I eventually discovered that my true passion lies in supporting the "podfluencer," a term I’ve made my own to describe the podcaster who is already taking action to build a thriving brand and business with their podcast at the center of it all. So I renamed my podcast as Podfluencer Society. Fine-tuning exactly who you’re talking to across your current content can help you realign your show’s branding with those who are interested in your specific area of expertise.
3. Your podcast branding is outdated
As with any creative endeavor, trends and styles in the podcasting space can change quickly. If your branding looks outdated, it can make your podcast seem stale or irrelevant. You may also have started your podcast years ago when there was less competition, at a time when a Canva font may have actually looked unique enough to stand out (no shade to Canva; I’d be totally lost without it). Basically, if your podcast's logo looks like it was designed in the early 2000s — or if a professionally designed logo is in your budget now, when it may not have been before — it may be time for a refresh. Same goes with outdated photography: if your hair is a completely different color and length than it was when you snapped your cover art photo, book a new headshot session. Rebranding your podcast with a new logo, color scheme, or overall design can help give your show a fresh, modern look that resonates with today’s listeners.
4. Your podcast branding is limiting your opportunities
As your personal brand evolves, you may find that your current podcast direction is limiting your opportunities. For example, my good friend Allie Reeves originally titled her podcast 6 Figure Influencer. But after about three years and almost 200 episodes, she realized she was no longer speaking to the “influencer” making or striving to make six figures online, but rather to the “woman who is all in: all in on her business, all in on her insane next level vision, all in on her relationships and values, and all in on herself.”
So she retitled her podcast to All In With Allie and started focusing on guiding business owners through what it really takes to “claim it ALL as an entrepreneur, wife, mom, and/or simply a woman who wears a lot of titles and is dedicated to wearing each of them well.” Now, Allie can more easily position herself to speak at conferences and on other industry-leading podcasts as an authority for the 7-figure-and-beyond earner. As you grow and evolve as an individual seeking bigger opportunities, it’s important that your podcast also evolves to follow suit.
5. Your podcast's growth seems to have plateaued
If your podcast's download numbers have remained stagnant for a while, it could be a sign that a rebrand is in order. A fresh brand identity can inject new energy into your show and potentially draw in listeners who previously passed it over. When rebranding your podcast, it's important to think about your target audience and what will appeal to them. You may also want to consider updating your content strategy or introducing new segments to keep your show engaging and dynamic.
Rebranding your podcast can be a daunting task, but as you continue to grow and evolve, it's essential to evaluate your current podcast branding and assess whether it’s keeping you stuck or getting you closer to the next-level version of your brand. By keeping an eye out for these five signs, you can make an informed decision about whether or not it's time to rebrand your podcast and take the next step towards achieving your big goals.
Karina Longworth started You Must Remember This 10 years ago with borrowed equipment and zero knowledge of audio editing. It's now one of the most popular podcasts on the charts. Here's how she did it.
Project management software for video production is geared specifically towards helping video creators keep track of everything that goes into their work, from pre-production to post and everything in between.