Every Christmas for the last several years I’ve thrown a few coins into the Salvation Army bucket down the street at Hillcrest Food Market. But not this year. Nope. They’ve changed their bell ringer. The guy standing outside the store ringing the bell is different this season, and I’m upset!

Ludicrous, isn’t it? Obviously, no one would stop donating to the Salvation Army because Fred replaced Ted at the bucket. That’s because…

“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”Simon Sinek

Your station’s music, while important and you have to get it right, is your Fred and Ted. Your listeners aren’t going to love you more or less based upon whether you play a particular song from Casting Crowns, Mercy Me, or Hercules and the Chicken Fat People.

If you’ve ever gotten a complaint saying they’ll never listen to you again because of a song, or a disc jockey, or a program changing, that’s a red alert that your station has a weak brand.

In absence of a strong brand people will have to look for other things to define your brand. If all they have left are Fred and Ted your station will have a difficult time being meaningful to your listeners.