Michael Baisden’s Return To Radio A Case Study In Branding Success
Written by J.Coveney
Dynamic multi-media personality Michael Baisden returns to urban radio in January 2017 after a three-year hiatus from the commercial airwaves. As previously reported, the new Michael Baisden Show will air from 3 to 7 p.m. on WRHD-HD2 The All New Fresh 97.9 Greenville, N.C., a newly launched R&B outlet that debuted in September. His return is welcome news for Baisden’s millions of fans who were caught by surprise when the show was abruptly canceled in March 2013 after a successful ten-year run. But to some, Baisden’s return to radio was the inevitable result of a consistent branding strategy.
Though the popular radio host Baisden found himself literally locked out of the Cumulus Broadcasting studio due to communication issues during his contract negotiation, he didn’t let that setback discourage or stop him. Where this professional fiasco would have sent others out of the spotlight for a while to reconsider their options, the media-savvy personality appeared not to miss a single step, continuing to meet his ongoing business and non-profit goals, maintain his public profile, and keep the national conversation around important social and cultural issues going strong.
STAYING TRUE TO HIS CORE
So how did the outspoken author and motivational speaker burnish his brand in the wake of his show’s demise? Baisden simply continued doing him by carrying on the many activities that helped land him on the radio in the first place. By writing and promoting thought-provoking books, drawing attention to key social issues in the African American community, and leveraging the exposure of a variety of broadcast and social media platforms to share his various messages, Baisden stayed in the public eye and maintained relevancy.
A New York Times bestselling author, Baisden released his latest book in 2014, a year after leaving radio. Titled Raise Your Hand If You Have Issues: If You Didn’t Raise Your Hand You’re Lying and That’s an Issue., the book follows 2012’s bestselling Maintenance Man II; and further cemented Baisden’s image as a credible motivational leader and life coach. Baisden utilized book publishing from the beginning of his career to establish himself as a public figure and subject matter expert; in an age of self-publishing and branding, book authorship is now a major pathway to brand identification for a wide audience. Baisden harnessed this idea back in 1997 with Never Satisfied How & Why Men Cheat, a provocative title that he first sold out of the back of his car and grew into a nationwide phenomenon.
Baisden shares the inspiration and goal oriented business plan he first developed in the marketing notes for Raise Your Hand. “As a college dropout, former Air Force Sergeant, single parent and transit worker from the south side of Chicago, I wanted my life to mean something. That opportunity came when I stepped out on faith to live my dream,” Baisden states. “That courageous step resulted in 5 bestselling books, a national radio show airing in 100 cities, 2 national TV shows, mentoring partnerships and social activism. Those things never would have happened if I didn’t learn to become an expert at managing my own life, my own business and my own journey!”
Mastering Multiple Media Platforms
No radio? No problem. Building on the national profile he’d gained while broadcasting a daily show, Baisden increased his presence through other media platforms, including social media, television, video and podcasting. Baisden has become a master of multi-platform social media marketing to keep his followers abreast of his activities and often controversial opinions. This has allowed him to keep pace with current events, as well as continuously interact with his followers. Baisden’s non-stop media activities paid off, with the busy personality posting a YouTube clip in September 2016 that celebrated his milestone of reaching 4.1 million FaceBook likes.