How to Brand Your Podcast: Names, Artwork, and Intros That Make a Lasting Impression
If you're starting a podcast—or even refreshing an existing one—branding is more than just a pretty logo or catchy title. It's your first impression, your digital handshake, and your chance to stand out in a saturated market. Let’s deep dive into how to effectively brand your podcast, covering everything from naming and artwork to intro music and tone of voice.
Why Your Podcast Name Really Matters
Choosing a podcast title might feel like a creative exercise—but it’s actually a strategic one. With thousands of new podcasts launching every month, discoverability is your first hurdle. And when most people are typing keywords into Spotify or Apple Podcasts, your title needs to help you get found.
Think about this:
What is your ideal listener typing into the search bar?
Is your podcast title reflecting the core topic of your show?
Are you using relevant, niche-specific keywords?
Podcast platforms prioritise the show title first when delivering search results, so as tempting as it is to go with something clever or witty, it needs to be clear, descriptive and keyword-friendly.
Quick Naming Tips:
Avoid vague titles (e.g., "The Journey with Kate and Jim")
Include your main topic (e.g., "How to Podcast" or "Freelance Finance Explained")
If your business name is important, use a colon format:
Grounded: How to Master Modern Landscaping
This way, you retain brand identity without compromising on search optimisation.
Should You Use Your Existing Brand or Start Fresh?
If you already have a strong online presence or a business brand, you might wonder if your podcast should sit under that existing profile or have a dedicated one.
The answer? It depends on your goal.
If the podcast is a standalone project, consider giving it its own brand identity and social handles.
If it's designed to amplify your business or personal brand, then host it under your existing profile and cross-promote where possible.
Some brands launch a podcast not necessarily to build a show with its own identity, but as a content engine—to boost credibility, generate social clips, and position themselves as experts.
Either way, ensure the podcast’s visual and tonal branding aligns with your existing identity for consistency across platforms.
Make Your Podcast Artwork Pop (Even on a Tiny Screen)
Your podcast artwork is like a thumbnail on steroids—it needs to be visually appealing, recognisable, and legible, even when shrunk down on a mobile screen.
Artwork Essentials:
Size: 3000px by 3000px (Apple’s required spec)
Keep it simple: Avoid small text, clutter, or overly detailed imagery
Use bold colours: Stick to 2–3 strong colours for contrast
Include faces: If you’re the host, a friendly, expressive photo can help humanise your brand
Minimal wording: Just the title—skip the subtitle here
Remember, most people will see your cover on a six-inch phone screen. It needs to be legible and eye-catching at that size.
And yes, if your business has an established logo, incorporate its colours or elements into your podcast branding—just be mindful that some logos aren’t scalable or legible when resized.
The Power of a Memorable Intro
From Netflix intros to three-second YouTube jingles, sound cues play a huge role in brand identity. A podcast is no different.
Whether it’s a custom jingle or just a short music bed, your intro should:
Set the tone for the show
Match the content style (serious, playful, relaxed, professional)
Be consistent across episodes
Be recognisable after just a few listens
You don’t have to have music, but even a quick 2–5 second sound can signal to listeners: the show’s starting now.
Aligning Your Podcast with Your Brand Voice
Your podcast is an extension of your brand, and its tone of voice should match everything else you're putting into the world—your website, your social posts, your packaging, even your email newsletter.
This isn’t just about sounding “professional” or “funny.” It’s about being authentic and consistent.
Think about:
Would your target client or customer expect this tone?
Does it align with the values and personality of your brand?
Are the hosts representing your brand appropriately?
Ultimately, your podcast should sound like an extension of your team—not a side project with a totally different personality.
Music, Colour, and Consistency
Your podcast branding is more than the sum of its parts. When done right, it should:
Reflect your brand personality
Reinforce your business identity
Work across platforms (YouTube, social, blog posts, email)
Help build recognition with your audience
Even seemingly small things—like reusing your brand colours in your artwork or matching your intro music with your Instagram Stories—can make your podcast feel like a polished, professional part of your wider marketing ecosystem.
Should You Ask for Outside Opinions?
Yes—but carefully.
Getting feedback from others can help validate your ideas and ensure your title, artwork, and tone are landing the way you want them to. Share early concepts with trusted people in and outside your niche. Ask:
Does this sound like something you’d listen to?
Can you tell what this podcast is about?
Does the branding feel consistent?
But don’t fall into the trap of perfection paralysis.
Sometimes, people plan for months and never launch. You’re better off starting imperfectly and improving with feedback than never releasing anything at all.
The Takeaway: Start Smart, But Start
Your podcast branding doesn’t have to be perfect—but it should be intentional. Take the time to define your show’s tone, title, visuals, and purpose before you hit record. But don’t let the process drag on forever.
Because once your show is out there, the real feedback begins—and your podcast will evolve as it grows.
Coming Up Next: Recording 101 – From Scripting to Sessions
Our next post will cover all things production: should you script your episodes? How much planning is too much? And what does a realistic podcast workflow look like?