How to Elevate Your Brand with a Podcast
- Sep 17, 2025
- 3 min read
By Ian Beighton
The Power of Podcasts
Podcasts may be viewed by some as an oversaturated space, but as a media platform podcasts are witnessing a 6-8% annual rise in listeners and watchers (YouTube) per annum. The reality is that there is
a lot of growth opportunity for your business here. It is now estimated that there are approximately 4.5 million podcasts registered globally (in 2025).
I’m often asked, “Can a successful podcast elevate your brand?”
The answer is yes! A podcast can elevate a brand in many powerful ways, because it creates trust, authority and deeper connections that conventional marketing may never be able to do. There are several different reasons for this. Podcasts are able to build legitimacy and help their hosts become thought leaders. That is because podcasters host conversations about what people are passionate about and invite people with relevant expertise into the studio. As the podcasts become better-known over time, listeners perceive them as trusted advice rather than just another brand. This in turn creates genuine and authentic connections with the people who listen. It’s a more personal type of media, where the voice of the podcaster becomes part of their daily routine that advertising and other social media posts can’t duplicate. The audience listens to and watches podcasts, while commuting, working out and doing daily chores.
Podcasting is rooted in storytelling, interviews and informal conversation. All this contributes to a much more relatable and approachable brand. It humanises the brand. Podcasting can be discovered on various platforms, making it a pathway to new listeners who might not hear of you elsewhere. The reach is wide.
If you want to broaden your reach, podcasting is a great way to do it. Guests come with their own audiences, and you increase your network even more through ‘collaborating’ possibilities on Instagram. This effectively leads your audiences and your brand into their lives via their followers. Listeners to podcasts represent a marketing audience with which most brands hope to connect, and listeners who spend time listening to podcasts are more than comfortable sharing and supporting your brand.
Connect with Potential Clients
Use a podcast to sell your brand. The average podcast length is 45 minutes; that’s a long time with potential customers and clients. Episodes can be converted into blog articles, social media content, newsletters and more, which provides your brand with repeat, value-based content rather than starting
from zero. This can be leveraged on every social media platform. Podcasts can help nurture leads by displaying success stories, educating prospects, and showcasing solutions you offer.
In my experience, podcasts drive engagement and loyalty – consistently creating episodes that entice the
audience to return time and time again naturally leads to repeat exposure, reinforcing brand loyalty. So, brands can create a community of listeners who resonate with the brand. Industry influencers interview guests to build networks and collaborations and cross-promotions help monetise or reinforce brand networks. This improves opportunities for partnerships and monetisation. The podcast industry is still expanding so it provides brands access to a growing medium.
A good podcast isn’t just sharing information — it’s leading an ongoing dialogue with your audience that builds trust, extends reach and bolsters your brand presence in the marketplace. Good luck with yours!
Ian Beighton is the Founder and host of the podcast So Whats Your Story, with 115 episodes over three years airtime, watched and listened to globally each week in 78 countries.
Find So Whats Your Story podcast here:
Instagram www.instagram.com/so_whatsyour_story
Spotify tinyurl.com/2p9jvckc
LinkedIn www.linkedin.com/in/ianbeigh
