We live in a world of endless content. Podcasts, streaming services, social media clips — it’s all just a tap or a swipe away. Unlike 20 years ago when we were limited to whatever was on TV or the radio, we’re now in control of the content we consume – and ignore. 

And that’s what many brands overlook when creating a branded podcast. They forget that they’re not just in competition with other branded content — they’re competing with all the podcasts (and other mediums) available. 

With that in mind, if your podcast feels like a sales pitch, audiences are not sticking around. In other words, when given the option, more people aren’t tuning into an infomercial (sorry, Sham Wow and Snuggie).

So, how do you make sure your branded podcast doesn’t fall into this self-promotional trap?

The key is focusing on value. People tune into podcasts to be entertained, to learn something new, or to hear a story that resonates. If you can create something that speaks to your audience’s interests or needs, you’ll see real results.

Think about it: When you listen to a great podcast, you’re not constantly aware of who’s behind it. You’re hooked on the story, the conversation, the insight. It’s only when the podcast ends that you realize it was produced by a company you trust. That’s the kind of relationship you want to build.

In this blog, we’ll be diving into just that. Continue reading to learn more about what successful branded podcasts have in common, what pitfalls to avoid when creating your series, and some examples of branded podcasts doing it right.

‍

What successful branded podcasts have in common

Before we dive into the ways to avoid making your branded podcast all about your company, let’s touch on three important things all impactful corporate series have in common:

‍

They’re a unique gift that can only come from your brand

Many branded podcasts fail because they prioritize marketing goals over audience experience. They start with the question, “How can we promote our company?” instead of, “What can we offer that’s truly valuable?” The best branded podcasts don’t feel like marketing — they feel like a gift.

Think about your brand’s unique position. What insights, expertise, or stories do you have access to that no one else does? What can you offer that would make someone’s day better, their job easier, or their perspective richer? 

When you approach podcasting with this mindset — giving something valuable instead of just taking attention — you build trust. And that’s what creates lasting brand affinity.

The strongest branded podcasts aren’t interruptions; they’re invitations. Listeners don’t feel like they’re being sold to. They feel like they’re gaining exclusive knowledge, hearing stories they wouldn’t find anywhere else, or being entertained in a way only your brand can provide.

‍

They lean into storytelling 

When we think of storytelling in podcasts, we often picture true crime series, investigative journalism, or fictional narratives. But storytelling isn’t just for these types of podcasts — it’s at the heart of every great show, branded or not.

Storytelling is what keeps listeners engaged. It’s what makes a podcast feel like an experience rather than a sales pitch. A good story makes information stick, builds emotional connections, and invites listeners into a world they want to return to.

For brands, this means shifting the focus from “What do we want to say?” to “What stories will resonate with our audience?” Instead of listing product features or company achievements, successful branded podcasts craft narratives that reflect their brand values, highlight unique perspectives, and evoke real emotions. 

‍

They don’t shy away from bold and creative choices 

One of the biggest traps in branded podcasting is playing it safe. Too many brands look around at their competitors and think, “We should do that too.” They match episode frequency, copy formats, and follow trends without stopping to ask: “Is this actually the right approach for us?”

Great branded podcasts don’t just replicate what’s already out there. They experiment. They find unexpected angles. They embrace a unique voice. Whether that means playing with format, bringing in unconventional hosts, or tackling stories no one else is telling, the key is to push beyond the obvious and create something unmistakably yours.

‍

Tips to avoid over-branding your branded podcast

Now that you have a better idea of how to approach your branded podcast, here are a few things you can do to help you make the podcast “from you, not about you:”

‍

Choose a host outside your company 

It’s tempting to default to your CEO or another internal leader as the voice of your branded podcast. After all, who knows your company better? But the best podcasts aren’t corporate monologues — they’re engaging, entertaining, and built to capture (and keep) an audience’s attention.

More often than not, an external host is the better choice because:

• They bring credibility and reach: Whether it’s a journalist, an industry expert, or a well-known creator, an external host comes with their own audience and reputation, helping extend your podcast’s reach beyond your existing brand followers.
• They make it feel less like an ad: Listeners can sense when a podcast is just another marketing vehicle. A strong external host ensures the content feels natural and engaging, not like a sales pitch.
• They offer a fresh perspective: Sometimes, the best insights about your industry come from those just outside it — people who can ask the right questions and uncover the most compelling stories.

That doesn’t mean your internal experts shouldn’t play a role. They can still be featured as guests or contributors. But the right host — someone with the skills, curiosity, and audience connection — can make or break your podcast’s success.

‍

Don’t put your company front and centre 

Your podcast should have its own identity, distinct from your company’s branding. While it’s fine to include your logo on the cover art, avoid making it the primary focus. Instead, design a visual identity that reflects the podcast’s theme and resonates with your target audience.

The same principle applies to your podcast’s name. Rather than naming it after your company, choose a title that sparks curiosity and speaks to the subject matter. This not only makes the podcast feel more authentic but also increases its appeal to a broader audience beyond your existing customer base.

‍

Keep your audience in mind every step of the way

We always suggest asking yourself and your team: Would you listen to this podcast if you didn’t work at your company? If the answer is no, it’s likely the content is more about promoting the brand than offering real value. The best podcasts pass this test because they provide something that listeners genuinely want, whether it's education, entertainment, or inspiration.

Podcast listening is transactional. Your audience is giving their most valuable resource — time — and in return, they expect something of value. Whether that’s to learn something new, be entertained, or feel inspired, it's essential to make the content worth their time.

In order to do this effectively, you’ll need to understand your listeners’ preferences and consumption habits. We suggest using tools like Audience Advanced Demographics and B2B Analytics to get the audience insights you need. 

‍

Examples of branded podcasts doing it right 

‍

Countermeasures by Emergent BioSolutions  

Countermeasures by Emergent BioSolutions tells powerful, real-life stories about the opioid crisis. The podcast focuses on the people making a difference — community advocates, first responders, and those directly impacted — offering an honest look at the epidemic and the resilience it’s sparked. By centering on hope and action, it creates an emotional connection with listeners while naturally tying back to Emergent’s commitment to public health.

‍

The Message and LifeAfter by GE

‍The Message and its sequel LifeAfter by GE, centered around captivating, futuristic scenarios — an alien transmission and digital resurrection — that pushed the limits of technology, aligning naturally with GE’s brand image as a leader in innovation.

The podcast stands out because it lets the story and characters lead, building emotional investment and intrigue, which eventually earned the show a Cannes Gold Lion.

‍

Momentum by The Canadian Olympic Committee

Momentum by the Canadian Olympic Committee follows five athletes as they prepare for the 2024 Paris Olympics. It goes beyond showcasing their athletic achievements and dives into their personal journeys, highlighting their passion, dedication, and resilience.

Through raw, behind-the-scenes moments, Momentum connects listeners to the athletes’ experiences — both the triumphs and the struggles—making their stories relatable and emotionally compelling. 

‍

Successful branded podcasts don’t feel like marketing

Instead of leading with self-promotion, the most effective branded podcasts prioritize compelling storytelling, unique insights, and audience-first content. 

By giving your podcast its own distinct identity, choosing a host who brings authority and authenticity, and focusing on content that genuinely serves your audience, you create a show that feels less like a corporate initiative and more like an experience worth tuning into.

At the end of the day, the most impactful branded podcasts don’t just build brand awareness — they build trust. They establish your brand as a thought leader, foster deeper connections with your audience, and position you as a company that truly understands and adds value to their world. And when you get that right, the business results follow.

For more branded podcast tips like these, join the community of brands in audio who subscribe to our bi-weekly newsletter, The Branded Podcaster.