By Benét J. Wilson, DJTF chair & freelance aviation/travel journalist and blogger
I am addicted to the Jalen Rose Podcast on the Grantland Network. With an hour-long commute each way to work every day, I need my podcasts to break up the monotony of random song searches and NPR.
I can’t even remember how I found out about the podcast, but I love it. Back in the day, I was a HUGE NBA fan, even buying partial season tickets for the team that was the Washington Bullets. But something happened and all desire for anything NBA was killed — until the Jalen Rose podcast. But it’s not all about basketball. Jalen gives us the lowdown on what athletes really think and do, his thoughts on football (which are sharp and spot-on) and a healthy dose of celebrity dish (he loves Bossip).
Regular readers know I’m a BIG proponent of journalists branding themselves (I’m the Aviation Queen). So I’m in the car, and I start thinking about how effective Rose has been in developing and nurturing his brand and what we all can learn from him. So here’s what I’ve learned and what you can use as you develop your own brand.
- “Got To Give The People, Give The People What They Want.” This is the song that Rose sings at the beginning of each show, and this is what he delivers on during each episode. Great brands give the people (their audience) what they want.
- Mix the expertise with personality. Rose uses his unique personality to deliver news, analysis and observations using a healthy mix of his own experiences and pop culture references.
- Find your niche, but don’t be afraid to expand. Rose’s niche is basketball — college and professional. But he’s a man with many interests and because we already trust him as a great basketball analyst, it’s not too far of a stretch to trust him with topics like football, entertainment and even education (he founded and runs the Jalen Rose Leadership Academy , a public charter high school in Detroit).
- Promote yourself! The Jalen Rose Podcast has quietly become one of the most popular on iTunes — achieving this strictly by word of mouth. He’s on Twitter, has a great website, has a Facebook Page, a YouTube channel and you can watch him live on Ustream as he records the podcast. He uses all his social media platforms to promote the podcast and his other activities — but without being pushy about it.