4 Ways Branded Podcasts Build Trust and Increase Brand Awareness

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By MuddHouse Media Team

When it comes to increasing brand awareness, improving your brand's connection to your audience is a crucial factor. Businesses are always seeking innovative ways to connect with their consumers on a deeper level. As audio content steadily increases in popularity, branded podcasts are a powerful tool to foster that connection. 

A well crafted podcast goes far beyond simply being audio content. Podcasting creates and fosters a unique psychological connection to your audience and develops a personal and lasting connection with your brand. Here is a look into the psychology of why branded podcasts just work.


1. The Power of Voice: Speech is a powerful thing. Human beings are wired to respond to voice. It's an instinct. Giving your brand a voice personifies it, and allows for your audience to connect with your brand on a more intimate level than through traditional advertising.

A branded podcast allows for an irreplaceable connection between brand and consumer to be built. By making trustworthy, memorable, and enjoyable content, your brand will naturally become associated with trustworthiness, memorability, and enjoyment. A study by BBC supports this, finding that branded podcasts increase brand awareness by 89%, brand favorability by 24%, and brand consideration by 57%.


2. Storytelling: Storytelling is the key to communication and connection. Narratives have the power to engage emotions, and emotions drive decisions–decisions to support your brand, buy your product, or use your service. 

Branded podcasts provide a platform for storytelling that represent and benefit your brand. By sharing authentic, compelling stories that relate to your brand, you can evoke emotions, build trust, and build a loyal community around that brand.


3. Expert Authority: Hosting a podcast helps to position your brand as an authority in your industry. When listeners consistently hear valuable insights, expert interviews, and in-depth discussions, they naturally associate your brand with knowledge and expertise. This builds trust and credibility, essential factors in converting listeners into loyal customers.

Expert authority can come from different places, people, and perspectives. Expert guest  appearances on your podcast, for example, are a great way to establish expert authority from diverse perspectives and reinforce credibility.


4. Community Building: Humans are social creatures, and a sense of belonging is a powerful motivator. A branded podcast creates a community around your brand, and in turn welcomes the audience to feel that they belong with your brand. This is a powerful tool in securing brand loyalty.

As your community grows and develops, so will your brand. Podcasting is particularly effective at this, and has been shown to foster 44% more mental presence, or engagement, than other forms of digital media.


Are you looking to build a stronger community around your brand? Do you want to personify and develop your brand to better connect to your consumers? Reach out to the team at MuddHouse Media to learn how we can help you develop a branded podcast that will support your marketing goals.

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