What Is Radio Imaging and Why Is It Important to Your Radio Station?

Radio is clearly a distinct form of entertainment, relying solely on sound, therefore a defined sonic branding is needed to distinguish one radio station with others.

One clear way of sonically branding your radio station is the use Radio Imaging.

Radio Imaging is a radio station’s signature sound composition that enables listeners to easily identify the station from the rest in a given market. It can showcase the station favorably against competitors, and gives the listeners an idea of what to expect in terms of content or format. Radio imaging is the general term used for varied on-air sound effects that identify, brand and market a particular radio station like, radio sweepers, intros & outros, bumpers, stingers and drops.

Radio Sweeps – are segues between songs that give listeners a brief station identifier or promo, generally 20 seconds or less.

Intros/Outros – are the show’s signature. It introduces the start of a program or signals the coming end or wrap up.  It can be pre-recorded or done live over music.

Bumpers – Usually consists of a voiceover and music that acts as a transition. For example, coming back from a commercial break, or move from one segment of the show to another. These are usually short, about 5-10 seconds in length.

Stingers – are short sound effects, pre-recorded words, fast piece of music (1-3 seconds) that are played to give emphasis to something said by the DJ.

Drops – These are sound bites lifted from movies, TV, or songs.  The length of Drops varies and can either be used as an emphasis or a transition.

The combined sound elements produces an overall sound imaging that helps to position the radio station within their market. It is designed to appeal to a certain demographic of audience that the station wish to attract. Overall it sets the mood, tone, and energy of the station, while also building a brand familiarity and loyalty with the listeners. The radio imaging defines the radio channel sound, with the exception of the actual music or talk content. It also creates fillers and transitions between the programs providing the listeners a more complete and seamless listening experience.

It is important to create a defined radio imaging to promote brand recall. You need to have a consistent radio image scripting by using targeted language and terms that listeners can relate to; and a use voiceover that can give the station a distinct style and tone.  These fillers and transitions help remind the listeners which station they are listening to and with an effective Call-To-Action can keep them tuned in during breaks or commercials, and also direct them to your website or social networks which helps you build your online presence.

Styles of Radio Imaging

The style of radio imaging is determined by the type or genre the radio station wants to maintain. Below is guide to the different radio station formats and their common target audience sourced from New Generation. Radio stations should properly match their imaging with the format or genre of their station.

An important key in making an effective radio imaging is to hire a professional voiceover. Choose your voice talent carefully. Their voice should reflect your station’s image or brand, and your target audience can easily identify with them – on gender, personality, attitude, energy, sound, tone, mood, diction, etc. You should look for talented and creative individuals who can work with you in putting together a sound that your audience will connect with. This is not an area for the amateur and inexperienced.

At The Voice Realm we provide thousands of radio stations around the world with the best experienced and professional voice talent at the most affordable rates. Make direct contact with voice talent through the most advanced online voice casting service. Hundreds of voices, thousands of demos, and no amateur voice talent to have to sort through. Affordable radio voice imaging is now within reach. Contact: info@thevoicerealm.com or visit the Contact page for help casting the perfect voice talent.