What Is Your File? …
by Erik K. Johnson
What is your file?
(photo by Kreego)
There is one file in your listener’s mind that you occupy. You can not occupy multiple files. You must pick one. Define that file and do all you can to support that image. That is the essence of your brand.
Where does McDonald’s fit in your brain file? McDonald’s is probably the “Fast Hamburgers” file. Does it also fill the “Milkshake File”? Probably not. Sure, they serve milkshakes. However, that file is probably occupied by your favorite ice cream shop.
Where would Cheetos fit in your brain file? It would go in the “Lip Balm” file, right? Of course not. However, Frito-Lay launched Cheetos Lip Balm in 2005. It failed miserably, because Cheetos occupies the “Cheesy Puffed Snack” file in your brain.
Your podcast brand can only occupy one file. You need to decided the one image you can own. Define your brand.
— I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Erik@PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Do not try to be all things to all people. Pick one thing for which your brand will be known. What is your file?