Radio imaging is a core part of the sound design that makes up any successful radio station. It’s even got one of the coolest nicknames ever – sonic branding.
Sonic branding: that’s exactly what radio imaging is. At it’s simplest, it’s branding in the form of audio. It’s all the bespoke pieces of audio that make your station unique. Stings, drops, jingles, station IDs, sweepers, music beds, promos, intros and outros. These are all examples of radio imaging.
Why is radio imaging important?
While modern radio is branching out of the pure-audio world (radio stations now have stages at festivals, operate out of real-world venues, have communities behind then and much, much more!), at its core radio is still an audio platform. This means a lot of the branding by necessity has to be auditory branding.
If you’re watching Netflix or Amazon Prime, you see their logo everywhere – when logging in, when browsing and even before the movie your meal went cold deliberating over starts playing. This isn’t the same for radio, there’s nothing to look at. That constant branding (aka sonic branding) comes in the form of radio imaging. All the small pieces of audio that let you know what station you’re listening too.
Developing the right radio imaging for your station can be crucial. You need to identify what resonates with your target audience and then create the right imaging based off of that.
What are the different types of radio imaging?
While there are many, the most common are:
| Imaging type | Description |
|---|---|
| Station IDs | These are short, branded audio clips that identify the radio station by name, slogan, or call sign. They help reinforce brand recognition and comply with broadcasting regulations. |
| Radio sweeper | A quick, high-energy transition between songs or segments, often featuring voiceovers, sound effects, and music. Sweepers maintain the station’s identity while keeping the flow seamless. |
| Jingles | Catchy, musical elements that feature the station’s name or slogan, often sung. They create an instantly recognizable audio signature and enhance brand recall. |
| Drops | A short, pre-recorded vocal clip, usually from a celebrity, listener, or DJ, inserted into a broadcast for personality or emphasis. Drops add energy and variety to programming. |
| Intros & outros | Intros introduce a segment, show, or host, setting the stage for what’s coming next, while outros signal its end. Both maintain a polished, professional sound. |
| Bumpers / stings | Short, impactful audio pieces used between segments to separate content, often featuring station branding. Stings are especially brief and punchy, adding dramatic effect. |
| Music beds | Instrumental tracks played underneath speech elements like DJ talk, ads, or news segments. They set the mood and maintain energy without distracting from the main content. |
As you can see, there are many different types of radio imaging for you to choose from when creating the sonic branding for your radio station. The lines can get blurry between the different types, with stations often re-using assets between the different types of imaging.
How to create radio imaging?
Like anything in this life, you can either create your own or purchase your radio imaging. You have a lot more choice in this area than you used to though.
There are various online providers that will sell you pre-made or customised imaging. Additionally, DAWs (Digital Audio Workstations) have never been more powerful or more affordable. There are now cloud-based DAWs which are either free or usable for a modest monthly fee.
Your budget and the skills you have in-house will be the main factors informing which approach you take.
Station branding never stops
Now you understand the basis behind imaging and how it can help your station stand out. Go and get out there and start creating the sonic branding for your radio station.
Don’t forget though, branding never stops. It’s a continual process. Whether you’re just trying to keep things fresh or you’re trying to stay up to date with your listeners, your radio imaging will require continued focus.