Narrative Podcasts: brand case study
In developing any brand, there are three overall considerations that should inform choices of imagery and wording:
Distinguish the offering from others
Represent core characteristics
Create an emotional connection
Branding function 1: differentiation
To distinguish Narrative Podcasts from others in the audio and podcasting space, that led us away from things like waveforms, microphones, music notes, knobs, and other typical representations of audio and podcasting.
Branding function 2: representation
On point number two, the Narrative Podcasts brand needed to represent the core values of our own podcasting, and our approach to coaching and training: a balance of individuality and artsiness on the one hand, but also systematic rigor and discipline on the other. As we discuss further on the Course FAQs page, we believe everyone has a story to tell! And everyone’s voice is unique, and that uniqueness of authorial perspective is something we are here to champion as podcast coaches, and help unlock for students through our private coaching, workshops, and course. On the other hand, as with any art form, there are certain rules and principles that make for a great narrative podcast, from the four universal storytelling elements, to five best practices for making a standout trailer, and mastering those elements requires commitment and practice.
Branding function 3: connection
A brand creates an emotional connection through thoughtful and intentional use of imagery and colors, as well as reflecting the desires and needs of customers. Thus the Narrative Podcasts brand needed to show intentional and well-thought-out visuals, and also reflect the hope for creativity and self-expression that drive aspiring narrative podcasters.
With those goals in mind, what came out over multiple rounds of discussion and iteration was this system of dots and lines, with three main brand colors (purple, blue, and green) to represent the three main types of training we offer, as well as the background stripes and lines as supporting brand elements, to represent the story line of a narrative podcast, additional elements of individuality in storytelling, and to offer visual separation. Contrasting and careful use of two typefaces further conveys professionalism and attention to detail, which are key characteristics of a successful narrative podcast.
Brand colors: primary are purple, blue, and green, with a neutral palette of white and grays as background. Choosing three main colors with a largely neutral background, like the other elements, is to convey the mix of personality and professionalism that characterizes our approach to creating and teaching a scripted podcast.
Brand fonts: headlines are Playfair Display; body copy / text is Montserrat.
Brand element one: the watercolor dots
Our goal with the watercolor dots was to show the balance of individuality and systematization that characterizes a good narrative podcast. Circles are a strong graphic element, and watercolor matches the uniqueness of every human voice, without being the over-used symbols of sound waves, microphones, mouths, or knobs and buttons.
The three related watercolors also suggest that different types of podcasts and podcast training are each distinct, but have a family resemblance.
Brand element two: watercolor stripes
The purple, blue, and green watercolor circles are the primary elements, to represent the three different types of training we offer: online course, workshops, and private coaching.
The vertical watercolor stripe images are secondary elements, used to provide borders and visual accents in situations not related to the three primary product types, such as partway down web pages, or to create visual interest for the blog or assorted landing pages.
Narrative Podcasts brand: use of type
Contrast and repetition are fundamental principles of both visual and audio design, so we use contrasting type and repeated elements in several ways in the Narrative Podcasts brand. Contrast and repetition show intention, which conveys respect for the reader’s time and attention (which contributes to creating an emotional connection. We all want to feel like our time and attention are valued!).
Headlines and subheads are in Playfair Display, a bold serif with high contrast in thick/thin line weights. Using a serif for headings also differentiates the Narrative Podcasts brand from many current online brands, which use sans serif fonts. To add another element of contrast, headlines and subheads also use a contrast of bold and italic phrases.
Text or body copy is in Montserrat, a rounded sans serif with uniform line weight — again, to create a strong contrast with headlines. For more on the surprising parallels between visual and sound design, see our Sonic Storytelling workshop.
Online course teaser: why create?
This short video complements this look into the Narrative Podcasts brand, because it speaks to the perspective we bring to our podcast training. It begins by dramatizing the internal negative voices that try to stop us from creating, then lists some of the reasons to create. This enthusiasm for, and championing of everyone’s creative potential is a central theme at Narrative Podcasts.