There are some telltale signs that your podcast is no longer working… but there are also some signs that it simply needs a bit of a glow up
Rebranding a show is not something we would ever recommend lightly. We work with enough podcasters to know that your podcast title, artwork and description are all the effort of many sleepless nights agonising over the best route forward. This means we also know that changing these things can be extremely difficult and it should be done with caution.
But of course, there are loads of benefits to a rebrand if you do need one. It can help you grow, better define your audience, pin down your USP and in general bring you on par with the top podcasters in your genre.
So how do you know when it is time to rebrand?
- Your Show and Your Content Live Separate Lives
This happens more often than you think. A (un)conscious uncoupling between what the show you created was meant to do and the actual content of the podcast today happens all the time. It could be that you wanted to do scripted deep-dives into the tech world but now you find yourself interviewing entrepreneurs more broadly and chatting about how they scaled up their business. Think about how your artwork, title and your description all reflect the actual content of your podcast. The first impression a listener gets from your podcast is vital to your success so make sure your podcast identity aligns with your episodes.
- Your Audience Demographics are a Surprise to You
If you look at your audience data and are surprised to see the audience off-base… there is probably a problem with your messaging. Your brand shapes how people see your podcast and it will dictate what kind of people are coming to you week after week. People make snap decisions on shows and your visual identity could be the real problem. We recently rebranded The Media Club to better reflect its media-insider feel and saw people flock to the show from day one.
- You are Embarrassed to Share Your Show
It’s easy to caveat ‘we named it when it was cool to say YOLO!’ but really, if you have to do that… maybe you should rename your podcast entirely. As a creator of a podcast, you should be proud to shout about your show. A rebrand would give you back some of that enthusiasm and love for your podcast and the energy you bring to sharing it will go a long way with your new audiences. Afterall, if you don’t like the name and don’t want to share the show – most of your listeners probably don’t either!
- Your Podcast Gets Lost on the Feed
Your artwork might be suffering from some age-related pains, too. If you have been doing your podcast for years, it might be time to step away from the familiar into the new world of flashy and bright visuals. You want your podcast to feel fresh and modern, even if your show is 10+ years old. Don’t forget to upgrade your episodic artwork too, as all of the visuals are part of your podcast language and they will help new listeners pause before scrolling away from your podcast on the main feed.
- You Kind of Just Want One?
There is also the final reason that is also good enough to rebrand your podcast – you may just want to rebrand! Your podcast might not be old, it might still sound good, it might be interesting enough but there may be a feeling between you (and maybe your team) that something just doesn’t align with your idea of what this podcast is anymore. It could be that you have upskilled everyone in your podcast production and artwork for other shows looks way better now and your old podcast looks a bit tired, or maybe it is just that you as a host don’t look the same anymore as your artwork photo. It’s okay to have a hunch- and feelings-based reason for wanting to rebrand too. Trust your gut, just don’t fix what really is working. If you are getting loads of positive messages about the artwork but only one person on your team hates it – it is probably worth considering sticking with what you know.