What Are Branded Intros And Are They Effective?

Branded Intros: How They Boost Your Station’s Identity

When was the last time a short piece of audio stuck in your head all day? Chances are, it wasn’t an entire ad or song — it was a quick audio cue, maybe even a branded intro.

Branded intros and radio imaging are the heartbeat of a station’s sound. They’re not just filler between tracks or a fancy way of saying an artist’s name. They’re a vital part of your station’s sonic branding, helping listeners identify your station, remember it, and come back to it again and again.

So… what exactly are branded intros — and are they really that effective?

What Are Branded Intros?

They’re are short audio elements built specifically to introduce a song by an artist, often including the artist name, track title, your station’s name, and sometimes your slogan or a callout. They’re used to announce new music additions, give your station a distinct sound, and build brand consistency.

But more importantly, they create sonic recall — a mental link between a song and your station. Think about it: if your audience starts to associate their favourite tracks with your station, they’ll be more likely to come back. That’s where branded intros really shine.

Why They Are Essential for Radio Branding

Let’s get real — without imaging, a radio station sounds flat. There’s no energy, no personality, no brand voice. Just a playlist. That’s not enough anymore.

Here’s why they’re effective in today’s crowded audio landscape:

• They create emotion and energy. Without them, your show risks sounding lifeless and forgettable.
• They’re fast and punchy. In a world of short attention spans, they deliver branding in seconds.
• They’re built for recall. That little burst of station identity, artist name, and sonic branding sticks in the mind.
• They build trust and familiarity. Consistency in your imaging builds recognition and loyalty over time.
• They’re modular. Branded intros are easy to update and can evolve with your playlist.

How I Use Branded Intros in Production

I’ve said it before across this blog — branded intros are one of the most underrated tools in radio production. They pack a punch without needing a full 30-second promo, and they allow you to constantly reinforce your station’s sound without being repetitive.

They’re simple, musical, and memorable. And if you get them right, they become part of your audience’s daily listening experience — almost like a signature.

Here’s an example: on Ash London Live, they don’t just announce a track — they bring it to life. You’ll hear audio that flows with the music, complements the artist, and ties it all back to our show’s unique tone and personality.

Here’s a squiz at some of my branded intros

Keep It Short, Sweet, and Musical

I recently featured on the Prodcast podcast, where I spoke about why I believe branded intros should be short and sweet. In a world where we’re hit with up to 10,000 marketing messages a day (yep, that’s real), the key is to cut through the noise quickly — and branded intros do exactly that.

Want to Try Branded Intros for Your Show?

Branded intros aren’t just a luxury for big commercial networks — they work for community radio, podcasts, streaming shows, and everything in between.

If you’re thinking about adding or refreshing your station’s branded intros, I’d be more than happy to help. Whether you need advice, voiceover direction, or full production — I’m all ears.

Get in touch today — no pressure, just a chat. Sometimes the best ideas start with a question.