What You Need To Know Before Starting A Business Podcast


Written by

Martin Sully

hot metal type being used to typeset a book


  • A quick intro about me
  • Why the podcast is important in raising brand awareness
  • The podcast aims to provide new information on small business branding.
  • The Origins of "Hot Metal Type" and why we changed the podcast's name.
  • The podcast will cover brands, guests, and our framework for building authentic brands.
  • Basic and professional podcast setup.
  • If you have any questions about branding, send them in, and we'll cover them in a podcast episode.

Podcasting's growing fast. According to demandsage, there are 464.7m podcast listeners globally in 2023. With predictions of 504.9m in 2024.

The podcast industry market size is $23.56b. And, there are over 5 million podcasts.

If you reach out to a friend or connection on LinkedIn, I guarantee they will reel off a list of must-hear podcasts.

If you are looking for one that focuses on branding, strategy and business stories, you've come to the right place.

Welcome to the Level Up Podcast, a business podcast that focuses on bite-size tips and introduces you to friends of the show who are taking their brand to the next level.

I’m your host, Martin Sully, a brand strategist, designer and founder of Snapper Studio. The studio has been running for 8 years, and I've been in the industry since 2007. I'm a public speaker and confident networker in my spare time, and my training in creating brands and content for brands allows me to transfer those skills into podcasting.

I don't want to boast, but we've been told by a podcast that we inspired them to create their own, and we think that's pretty cool. Go check out Personal Branding Unlocked, by Monica Walsmley and Josh Lawlor of Scrubba Body.

Creating the Best Podcast Possible: Level Up Your Business Podcast

This podcast was formerly the Hot Metal Brand Podcast, but I changed the name after a startling discovery in Episode 13 - Brandings Dark Past.

I want you guys to feel like you get to know me. I'm the face of this business, so getting to know me is vital to building trust.

You'll learn more about what I stand for and how I can contribute to the world and you.

Believe it or not, this isn't my first rodeo. My first podcast appearance came in 2021 with the Creator Club. And honestly, I didn't think I had it in me to do it.

I did it, and I loved it. My motto in life and business is to take opportunities while you can so you don't regret them later. Especially ones that can raise brand awareness.

Before launching, customer views shaped the podcast.

You won't hear me talking about typical business topics. E.g. finance, management, HR, technology, legal.

But I will guarantee you some inspirational stories from business owners. People who have stumbled on innovative ideas, authors, copywriters, and entrepreneurs.

Tracing the Origins of The Hot Metal Brand Podcast

Before I tell you more about the podcast, it's essential to understand the original name. It's also a chance to chronicle my newest Flearning (Failure and Learning) opportunity.

Hot metal type goes back into the history of typography and laying out books. They originally cut typography out of wood to use in printing presses. Wood chips, breaks and wears at the edges — it breaks easily, especially under the pressure of a printing press — so they moved to metal.

They moved to cast them from molten metal. Making them durable, quicker and cheaper to produce. This reminded me of the foundations and theory of my design practice.

Then we've got branding, which dates back to 4000 years when people started branding their livestock.

Shepherds could identify their animals and know which animals were in their possession. Then, fast forward to the 1860s, and the Bass Brewing Co. registered a little red triangle on their bottles to help them identify their brand. And they had that trademarked. Causing a snowball effect where people started protecting their identity.

Unfortunately, it didn't stop there. Colonisers began using the branding iron on people, namely slaves – this was the biggest lesson I learned and why I wanted to rename the show. So, if you listen to any of the first 11 episodes, they have a slightly different introduction.

The Key to Success: Branding Beyond Fortune 500

It's not all about the big brands like McDonald's, Coca-Cola, Nike and Adidas.

They get featured a bit, as they are great examples of historical brands that got it and continue to get it right.

But, even small businesses and side hustles need to start shaping their personal brand. So even the little ones are getting on board and grasping branding to help set them apart and keep them ahead of the competition.

If you can stay one step ahead of competitors, they'll chase your tail.

Big brands spend big money on their marketing and branding every year. Luckily for you guys, it's affordable, as you can hone in on what your target market loves rather than using a scattergun approach.

It's a fascinating time for people to be able to grow their brand right now.

Setting up Your Business Podcast Technology

When I started, I knew diddly squat about the tech side of starting a podcast, but with some research, I knew enough to get me going.

A Simple Setup for Your Business Podcast

  • AirPods and an iPhone. Or Android equivalent.
  • A podcast host - I use Buzzsprout

The simple setup will work a treat to get you into it. But, if you're planning on adding guests and want a more rounded, smoother sound, investing in at least a USB mic like the new Rode PodMic USB would be a great start.

Alternatively, take full control of your audio. With a pro setup, you can take Bluetooth phone calls, sync Zoom calls and pre-record intros on fancy sound pads. Take a look at the professional setup:

Achieving a Professional Setup for Your Business Podcast

Both setups will need some basic audio editing software - I use Adobe Audition as it's packaged up with Creative Cloud, which will be OTT for more users.

I hope you love the podcast and its guests as much as I do and feel inspired to level up your brand.

Have you got a branding question you need answered?

The podcast is a space for learning, and if you have any questions about a particular topic, such as - How to maintain a consistent brand voice? Let me know through our podcast form – we can cover it in an episode.

Need support? Book a Discovery Call.

Not sure where you want to go? We can chat through your brand, personal goals and work out an action plan.

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