{"id":1646,"date":"2019-07-18T12:12:27","date_gmt":"2019-07-18T02:12:27","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=1646"},"modified":"2019-07-18T12:12:27","modified_gmt":"2019-07-18T02:12:27","slug":"character-counts","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/character-counts\/","title":{"rendered":"Character Counts"},"content":{"rendered":"

By David Kidd, BPR<\/em><\/p>\n

\"\"<\/p>\n

Having a clearly defined position that the audience wants, and staying true to it, is undoubtedly important for a radio station to be successful. But what we often don\u2019t realise is the importance of how we go about it all. A station may own the key programming and music positions in the market but beyond the best music scores there is another reason successful stations stand out from the crowd \u2026.it is the \u2018how\u2019 that helps a station grab the audience\u2019s attention. And the \u2018how\u2019 is all about brand character.<\/p>\n

The first step is Personality <\/strong><\/p>\n

There are many definitions of a brand out there but one I like is this one: \u2018A brand is a product [or service] with a personality.\u2019 It\u2019s this personality that makes a brand more than just a generic bundle of products and services. It\u2019s this that gives the brand an edge so listeners can bond with it.<\/p>\n

Personality is, as the name suggests, thinking about the brand as if it were a person. It\u2019s this brand as a person that people can relate to.<\/p>\n

Character takes personality\u00a0even further<\/strong><\/p>\n

Character is personality with purpose. A person\u2019s character is defined by what they seek in life. And the same is true of brands. Brand character defines the driving motivations of the station as well as its human-like characteristics.<\/p>\n

While we often talk about stations needing to evolve and not stand still, we actually mean the products and services they offer, or the way they communicate and express themselves. Their core character needs to remain consistent. We connect emotionally with stations when we feel we can trust them \u2013 trust that we\u2019re not buying into, and possibly telling others about, a brand that the next day flips and feels totally different to the brand we fell in love with. The \u2018I don\u2019t know you anymore, you\u2019ve changed\u2019 line can apply equally to radio stations as it can to former best friends.<\/p>\n

Measuring Your Station\u2019s Character<\/strong><\/p>\n

For many of BPR\u2019s clients we measure a station\u2019s character in our strategic studies with various brand images. Images that determine the extent of a station\u2019s relatability, trustworthiness, credibility, talkability (word of mouth), community involvement, companionship, engagement etc. \u00a0A program director may think his\/her station is \u201ctrustworthy\u201d \u2026\u2026.but do the listeners?<\/p>\n

Character is more than playing the best songs or having the most entertaining personalities\u2026..its what the entire radio station means to the listener.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

By David Kidd, BPR Having a clearly defined position that the audience wants, and staying […]<\/p>\n","protected":false},"author":3,"featured_media":1642,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/07\/analogue-buttons-design-157557.jpg?fit=5472%2C3080","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1646","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=1646"}],"version-history":[{"count":2,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1646\/revisions"}],"predecessor-version":[{"id":1648,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1646\/revisions\/1648"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/1642"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=1646"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=1646"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=1646"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}