It’s About Connection

Someone recently directed me to an article at Colemaninsights.com titled “It’s Not Enough For Your Brand To Be Liked” by John Boyne. It was a good article and it really got me thinking about how brands need to go beyond just being “liked.” There are always a combination of elements that ultimately make up what will cause a listener to “love” your station. Most of those elements are similar but the one that always stands out is who they connect with. Above the music, events, contests…it’s the personality behind the mic that makes it happen.

Whether it’s a local radio host or a syndicated one, if they can make you feel like they’re speaking directly with you – that’s where the magic happens. I’ve been on both sides of the coin—local and syndicated—and listeners always tell me the same thing: “It doesn’t matter if they’re local or not. What matters is that they’re talking about something I relate to, or they’re so funny I can’t turn it off.” That’s it right there! It’s not about proximity; it’s about relatability and entertainment.

Think about it—when a personality can make you feel like you’re going to miss out on something good if you don’t tune in, that’s when you’ve created a real connection. It’s like when your friend starts telling a story, and you’re hanging on every word because you know it’s going to be hilarious or heartwarming. That’s the kind of relationship a brand should aim for with its audience. It’s not just about being a brand anymore; it’s about being a bond.

And I love the idea of mixing local and syndicated talent, but only if they’re seasoned and know how to connect. It’s not enough to just have a voice on the air—you need someone who can create those “feel-good” moments or tell a story so compelling that people can’t help but stick around. That’s when a brand stops being just a brand and starts being something people genuinely care about.

At the end of the day, connection is everything. Whether it’s through events, giveaways, or just a great personality on air, it’s about making people feel like they’re part of something bigger. And when you do that, you’re not just building a brand—you’re building a bond that will give you loyalty, trust, and a relationship that lasts. That’s the real win.

If it’s within your ministries financial means, get a coach and make the best bond you can with your listeners.