If you’ve ever wondered “Does my business need a podcast?”—the growing evidence says yes. Absolutely!
Podcasting is no longer just a hobbyist’s playground. It’s a powerful tool for modern brands looking to build trust, deepen relationships, and stand out in crowded markets. According to a 2024 report from SoundsProfitable, 43% of listeners are inclined to tune into a branded podcast, and of those who are very likely to do so, 59% have consumed a podcast in the past week.
Translation: the people most willing to hear from your brand are already listening.
And they want your show.
This guide walks you through exactly how to start a branded podcast—from ideation to launch and beyond. Whether you’re exploring this in-house or hiring a branded podcast agency, you’ll learn what it takes to do it well and why it’s worth it.
Let’s start with a clear definition of what we are talking about.
A branded podcast is a podcast created and funded by a business to deliver valuable content that aligns with its mission, audience, and voice. Unlike traditional advertising or sponsorship, the company owns the show—but the content isn’t a commercial. It’s thoughtful, strategic storytelling that builds trust while entertaining or informing.
You’re not selling. You’re showing up as a voice of insight, credibility, or curiosity in your space.
Branded podcasts are sticky. They hold attention in a way few marketing mediums can match. People might skip a banner ad or scroll past your Instagram post—but they won’t easily skip a podcast they chose to subscribe to.
Listeners tune in:
That’s not passive attention. That’s relationship-building.
Done right, your podcast positions your brand as a go-to authority. You can:
This kind of long-form content builds thought leadership and deepens connection—without the pressure of a hard sell.
Who’s listening to branded podcasts? According to The Power of Branded Podcasts study:
If your target audience overlaps with these demographics, branded podcasting isn’t just useful—it’s a golden opportunity.
According to the Signal Hill 2025 Benchmark Report, the branded shows that grow—and actually improve brand perception—share three core traits. Jot these down:
It’s not about your product. It’s about what your listener already cares about. Start there.
Great branded podcasts connect the dots. They don’t just inform,; they apply insights to real-world situations your audience actually faces.
Whether that means humor, emotional storytelling, or simply not being boring—your podcast should be a joy to listen to.
Sound simple? It’s not. But if you start with curiosity and respect for your listener’s time, you’re already ahead.
Let’s break down the branded podcast production process into clear, doable stages:
Ask yourself:
This clarity will shape everything else—from content and tone to format and promotion.
Start with your audience’s interests, not your service offering. Then find the overlap with your brand expertise.
Examples:
Not sure what your audience wants? Ask them. Poll your followers. Interview a few clients. See what lights them up.
There are several formats to choose from:
Pick a format that fits your goals and the strengths of your team.
Then decide on:
You don’t have to do it all yourself. Depending on your budget and in-house skills, you can:
Either way, make sure you have the right support in place for:
You don’t need a full studio, but clean, professional sound is non-negotiable.
At a minimum:
You can also work with a studio or remote producer to ensure quality from day one.
Always plan your first 3–5 episodes before launch. That way, you build momentum and don’t scramble after week one.
Keep in mind:
If you’re handling this in-house, editing is the most time-consuming part of branded podcast production. Many brands outsource here for efficiency and quality.
Once your episodes are ready:
Then promote across every channel you own:
Pro tip: Brand fans discover podcasts in all kinds of places—66% on YouTube, 44% on Facebook, 37% on Instagram, and 35% through search. Don’t rely on just one platform.
Podcasting is a long game. Commit to at least one full season (8–12 episodes) before evaluating performance.
Watch for:
Refine your format, guests, or content based on what resonates.
Not every business needs a podcast. But if you’re a values-driven brand with something meaningful to say—there’s never been a better time to start one.
And unlike ads or short social content, podcasts give you uninterrupted attention.
That’s rare. That’s powerful. And it’s why so many brands are getting in now—before their competitors do.
At Theophany Media, we specialize in creating branded podcasts that don’t just sound great—they actually connect.
From strategy and scripting to editing, promotion, and launch support, we help businesses turn their ideas into shows people actually want to listen to.
🎙️ Book a free discovery call today to explore what’s possible for your brand.
You’ve got a voice. A mission. A message.
Let’s make sure people hear it.
