Podcasting For Businesses: How to Start a Branded Podcast

Looking for a fresh way to amplify your brand’s voice? Meet the branded podcast. With the US population listening to 773 million hours of podcasts per week (Podnews), smart businesses are using this format to reach audiences in a meaningful way. 

In this guide, we’ll cover everything you need to know: why branded podcasts work and how to get yours off the ground.

What is a branded podcast?

A branded podcast is an audio series made by a business to connect with its audience. In essence, it is a company’s voice. They can be used to promote your products and brand awareness — but they aren’t just an ad. The best branded podcasts entertain, inform and build real trust with listeners.

Why you need a podcast for your business

Brand personality 

A branded podcast humanizes your business. When your audience feels like they know you, they’ll be more likely to trust and buy from you.

Brand building 

Getting your brand known is a key goal of any business podcast. A branded podcast puts your name out there in a format people want to engage with.

Connections 

Connections are a powerful commodity. Starting a branded podcast can raise your profile and build relationships with businesses, influencers and other podcast hosts.

SEO

Going audio doesn't have to mean ditching SEO. By hosting each episode on your site with a transcript, you can capture keyword traffic and boost visibility. 

Trint’s resources for podcasters, such as our audio-to-text converter, make the audio transcription process very simple. Looking for even more ways to optimize your podcast? Read our guide to podcast SEO for beginners. 

How to start a podcast for your business

Step 1: Set clear objectives 

All the best business ideas are built on clear and achievable goals — and this applies to your branded podcast, too. 

Before recording, define your purpose and what you want to achieve. Are you building brand awareness? Establishing authority? Educating your audience? Be crystal clear on your “why”, as it shapes your topics and tone. 

Choose a podcast approach to fit your goals. Popular types include:

• Solo podcasts: One expert shares insights.
• Interview podcasts: Bring in guests to share expertise.
• Interactive podcasts: Answer listener questions for more audience interaction. 

You should also decide how you’ll measure success. While many podcasters track downloads or engagement, business podcasts often focus on impact, like traffic or sales.

Step 2: Find your audience 

A podcast gives your brand a voice, but who is it that you’re talking to? Understanding your target audience helps create content that resonates. Consider: 

• Demographics: Age, job title, location.
• Psychographics: Interests, values, goals.
• Listening habits: Quick listens or in-depth discussions?

Step 3: Audio or visual 

Do you want to just be heard, or be seen too? This is an important choice.

Audio-only podcasts are perfect for listeners who want hands-free content while they go about their day-to-day lives. They are usually simpler and cheaper to produce.

Video podcasts add a visual element that’s great for social sharing. Plus, people like seeing the face behind the voice.

If you have the time and resources for a visual branded podcast, Trint can help you take it to the next level. Instantly transcribe episodes with our video-to-text converter and boost accessibility with our subtitle generator — essential for catching the attention of scrollers who watch without sound. 

Step 4: Set a budget 

Podcasting costs can range from budget-friendly DIY options to full-on professional productions. Here are some costs you’ll need to consider: 

• Equipment: Mics, headphones, headphone amplifiers, mixers, cameras, lighting, etc.
• Software: Recording and editing software, like Audacity or GarageBand
• Hosting: Platforms like Libsyn or Buzzsprout 
• Production help: The cost of paying editors or producers if you’re outsourcing
• Marketing: Paid ads, influencer marketing, etc. 

You might be tempted to shoot for the stars, but it’s best to start small. You can always upgrade your setup later as your podcast grows. 

Step 5: Deciding on podcast branding 

Your podcast isn’t just any old series — it’s your brand’s audio format debut. So, make sure it sounds, looks and feels like your business with some good podcast branding. 

Your podcast branding should cover: 

• Name: Something short and sweet that fits in with your brand and showcases your podcast is best. Looking for some inspiration? “The Sauce” by McDonald’s and “.future” by Microsoft are two great examples of fun, informative and on-brand podcast names. 
• Cover art: Choose cover art that fits your brand image while standing out on streaming platforms. 
• Tone: What is your podcasting style? Casual? Formal? Witty and playful? Choose one that aligns with your brand voice.
• Promo: Ads and social media posts are what draw listeners. Make a good (and memorable) first impression.

Step 6: Choose your platform 

To make your podcast widely available, you’ll need a podcast hosting platform. Some of the most popular options include: 

• Buzzsprout
• Podbean
• Libsyn
• Captivate 

On a tight budget? Podbean has a free basic option. Otherwise, Buzzsprout is a favorite for its analytics tools. 

Step 7: Find engaging guests

Whether you have an interview-style branded podcast or not, the right guests can transform your podcast. They bring a fresh perspective, a new audience and may even teach you a thing or two! 

But you can’t just invite anyone. Choose guests who are relevant to your industry or a specific episode. You can find guests at networking events, on LinkedIn or use the contacts you already have. 

Step 8: Set a schedule 

Before you hit record, decide how often you’ll release episodes based on your capacity and audience preferences. Weekly can be a great way to quickly build a loyal audience and get your brand out there, but it can be a big ask for smaller businesses. 

Biweekly or even monthly podcasts are easier to keep on top of, especially for highly edited podcasts. This can also allow you to record a few episodes in advance. 

Whatever you choose, remember: consistency is key. 

Step 9: Promote your pod 

You’ve created something amazing — now it’s time to let the world know. Promote your podcast pre-launch with teaser trailers on social media. Get your guests in on the action and ask them to promote their episodes. 

If you have a newsletter, put the launch date front and center. You could even offer subscribers early access to show your appreciation. 

Got budget? Paid ads are worth considering. You can easily promote social media posts online. But why not go a step further and pay for an ad spot on another popular podcast in your industry?

Branded podcast examples

StoryTech - Jeff Kofman, Trint Founder and CEO 

What happens when decades of storytelling experience meet cutting-edge tech? “StoryTech”, a limited series podcast hosted by Trint’s founder and CEO, Jeff Kofman, explores exactly that.

In this insightful branded podcast, Jeff sits down with storytellers from a range of industries to explore how technology is reshaping the way we tell stories. Guests include big names, such as former Nightline anchor and war correspondent Ted Koppel and Broadway producer Stacey Mindich.

With a background as a broadcast journalist and now the CEO of a major tech business, Jeff brings a unique, behind-the-scenes perspective to the topic. And like Trint itself, “StoryTech” is all about empowering creators with innovation. It’s a must-listen for anyone passionate about storytelling — and where it’s headed next.

Dish - Waitrose 

Hosted by Michelin star chef Angela Hartnett and broadcaster Nick Grimshaw, “Dish” is rich in expertise. Not only is there a host with experience in working on an audio format, but there is also an authoritative source for the main topic of the podcast — food. 

On each episode, the hosts and celebrity guest star enjoy a meal cooked by Angela Hartnett. Using Waitrose ingredients, the podcast entertains while also showcasing what they have to offer. It clearly aligns well with the brand — 67% of listeners are frequent Waitrose shoppers (S:E Creative Studio). 

Into The Mix - Ben & Jerry’s 

If there’s any business known for its commitment to its brand values, it’s Ben & Jerry’s. Staying true to these values, “Into The Mix” is a brand podcast focusing on social justice. 

Episodes include interviews with activists and deep dives into civil rights issues. 

By focusing on social justice — core to the Ben & Jerry’s brand — the podcast reinforces their values authentically.

.future - Microsoft 

Microsoft’s “.future” explores how the latest tech is shaping the world. Hosted by science and tech reporter Cristina Quinn, it features expert guests, including insiders from Microsoft itself.

With innovation at its core, this brand podcast fits Microsoft's ethos and values perfectly. The episodes tackle complex topics in an entertaining and straightforward way, delving deeper in parts. This helps it appeal to tech enthusiasts and industry professionals alike.

A branded podcast isn’t just about marketing: it shows listeners the people and values behind your business.

With Trint's AI transcription, you can truly elevate your podcasting experience. From video-to-text, audio-to-text and speech-to-text transcription to translation software, you can make preparing each episode a breeze with Trint for podcasters. 

Looking for even more podcasting tips? Head to our creator hub for more informative reads, including our tips on monetizing a podcast.