I believe in "mirroring". A well programmed radio station reflects the mindset and lifestyle of its listening audience in all aspects. Your BRAND resonates with the target consumer by how it's perceived by that individual. If you're talking about what I'm talking about. If you're doing what I'm doing. If the music, content, imaging, on-site dynamics, website visuals, etc. all "fit" the moment, there's a pretty good chance you're relating to your audience. That's the reason "generic" doesn't always work.
Google doesn't "mess" with their brand, they enhance it. Every holiday, special occasion, or even in a created situation...they'll alter their logo to mirror the moment. You can bet that as we inch closer to Thanksgiving Day, they'll Turkey-fy their logo in some way.
In the "old days", programmers referred to it as "the big event" of the day. When working with air talent and teaching them how to prep for their show--you would start with the big event of the day. Every day has one...and if it doesn't, you developed or created one...and "thread" that you could weave through the content of the show.
Whether it's your on-air, on-site, or web-based elements...integrating the "big event" can help turn the generic---into the relevant.
After all, don't you want your station to be viewed as relevant? Plugged in? In-sync? User-friendly? Targeted?On the day after Thanksgiving, shouldn't your station be plugged in to the "Black Friday" mentality...even if that's not YOUR personal mindset?
People will be out looking for bargains. BlackFriday.com has some helpful tools for your listeners. Maybe your station can create it's own sales-driven online vehicle specific to your town and your advertisers?
Don't wait for others to lead you. Take charge and set an expectation that the station will look the part, sound connected via music, imaging, on-air activity, and air talent AND act the part of a relevant-sounding product. It's easy to be generic. It takes some effort and creativity to make your content come alive with moment by moment, day to day, week to week mirroring.
