Define the station promise
A strong brand can be explained in one or two sentences. What does the station deliver that listeners can understand immediately? A genre, mood, community focus, decade, specialty, or programming style can all be part of that promise.
Design for small screens
A radio logo is often seen as a tiny icon beside a browser tab or on a phone home screen. Use simple shapes, strong contrast, and a readable wordmark. Avoid relying on tiny text that disappears when the logo is reduced.
Create a small color system
Choose a primary color, an accent, a dark or light neutral, and a text color. Use the same system across the website, social graphics, player, and station artwork. Consistency is more important than having a large palette.
Write a consistent station description
Create a short description for directories and a longer version for your website. Both should explain the format and listening experience naturally. Avoid stuffing a list of keywords into the description.
Build show-level branding
Regular shows can have their own artwork and names while still using the main station identity. This makes promotional posts easier to recognize and helps listeners remember recurring programming.
Keep the experience consistent
The station name, logo, social handles, stream metadata, website title, and directory entries should agree. Conflicting names make a legitimate station look less trustworthy and can make search engines and listeners unsure which page is official.
Browse the rest of the MPT CAST resources for practical information about internet radio, mobile listening, station branding, promotion, audio quality, SEO, and stream troubleshooting.