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Never forget that your brand is an experience.

That’s true for all brands, as Apple has clearly demonstrated for decades now.

And it may seem clear to you when you’re thinking about listening to your radio station.

But if it is true, why do we hear what we hear today, in every town and city in America and around the world?

If your station is a true brand in your town, a brand that clearly stands for something, what will I – or any other listener – experience when we hear it?

I realize you may think your station provides an experience to every listener but have you ever checked with them to see if that’s actually true?

What do they say?

Don’t prompt them. Ask and listen.

Do they describe a consistent experience every time they listen or something more like a muddled description of the music you play, or perhaps – encouragingly – actually name one of your air talents and link that person with an expected feeling.

It’s one thing to think about Apple products and clearly see how every one of their products provides a consistent experience.

Same for Coke.

But can you honestly say any time a listener hears your station they experience what your brand stands for?

Can you say that at every touch point between a listener and your signal, the brand experience is consistent? Every time someone answers your station phone, every commercial that plays in every stop set, every encounter with your employees inside and outside the station supports that consistent experience?

If you can, please email your call letters to me.

I want to hear it for myself and spread the news.