Radio has stayed relevant through the rise of the digital era and is only continuing to dominate. How? Because as every prominent name in the industry can tell you, keeping things fresh and new is the only way to keep your audience’s attention.

From being present on social media to refreshing their logos, there are many insights the media industry can take away from the radio business.

And who better to learn from than two of the biggest and well-known radio brands in the industry?

Get ready to absorb some knowledge from Colleen Louw, managing director at Kaya FM, and Leigh Smith, marketing manager at Jacaranda FM.

When should a radio station do a brand refresh?
Louw: It’s always good to be relevant to the audience — you have to take their lead. Brands have to reflect on who they are and how they connect with the people they are serving. The messaging has to make sense, the connection has to be authentic and we need to live up to that on all the platforms.

The pace of the brand refresh is driven by the audience’s needs. When you have your listeners’ interests as a priority, the rebrand happens organically. It shows that this was a natural refresh, which stayed true to the brand’s integrity.

Smith: Jacaranda FM rebranded in 2012 with minor changes made over the years, and the purple plectrum has remained core to the brand. We used the well-established brand to create a visual identity, but sometimes you may need to rebrand depending on the shape of the brand.

Ask yourself the following questions:

  1. Do you need to differentiate your brand from competitors?
  2. Is your branding outdated and reflective of a different societal culture?
  3. Have you outgrown your original mission?
  4. Do you have a poor reputation that needs an overhaul?
If you answered “yes” to any of these, then you will need to start with a rebrand and build your visual identity on those foundations.

Why is having a fresh brand image so important?
Louw: It is a great opportunity when refreshing a line-up to do the same with the look and feel. For example, at Kaya FM, we’re excited about our new show, Thomas & Skhumba in the Morning, but we have also extended our other shows, The Best T in the City, Midday Joy with Unathi and Kaya Drive with Sizwe to Fridays.

The story has to be fresh and the audience has to be represented. Ultimately, the story is interpreted by the listener through different touchpoints, like the brand’s image, music, content and conversation.

Smith: Your brand can either tiptoe down the street in a nondescript tracksuit, or strut about town with a top hat, shiny shoes and loud feather boa. Your visual identity will be led by the persona your brand takes on.

Whether your brand is high-energy and dynamic, or serious and respected, your visual language needs to convey that persona. That persona is what consumers will resonate with. And without consumer buy-in, even the most beautiful brand won’t get the engagement radio is so known for.

When should a radio station not be rebranded?
Louw: You have to remain contemporary as a brand and constantly evolve. You are living in a highly connected space with an audience that is tech savvy and connected in every way. As a brand, we need to stay in touch with the audiences’ needs and, as mentioned above, those needs drive the content and the positioning.

We are always reminded that we are servicing a market, so if you put a brand refresh in place that does not take the listeners into consideration, you risk alienating them.

How often should radio stations and shows gain new and fresh ways of being presented?
Smith: As new channels come into the fold (think TikTok), radio stations should make sure that their VI and brand shows up authentically at every touchpoint — and that you aren’t just duplicating the same look and feel across every channel.

What is the most important aspect radio stations need to take into account when rebranding themselves and their content?
Louw: You can’t be unfamiliar with your audience. Kaya FM represents home and a journey. That journey has to be matched on-air and through our other content spaces. You have to be authentic to your audience.

It is a realness that keeps them here. We are privileged because our staff inside the building: from our programmers and our brand people to our presenters — are all mirrors of the audience.

Smith: Think about it: Who is your audience and what will they most resonate with? It’s [never] about the brand and always about the listeners.

Do you love listening to the radio? What radio station is your favourite? Be sure to let us know in the comments section below.

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Want to work in the radio industry? Then be sure to read more about A career in radio: How to get your foot in the door.
*Image courtesy of Vecteezy