Storytelling in podcasts can be powerful. It can also flop — hard — when there’s no clear business goal behind it.
We’ve seen it firsthand.
When we were just starting out as a podcast company, we worked with a respected tech think tank. This organization was known for top-tier whitepapers on innovation, and its clients included global tech giants like IBM, SAP, and Kyndryl.
The think tank had the audience. They had the expertise. They had the access.
What they didn’t have was a podcast strategy.
The problem: Boxing with pillows
The think tank sold somewhat generic “branded podcasts” to its clients — and brought us in to deliver them. But we were kept out of the strategic conversations that should have shaped the shows from the start.
We were handed plans that felt half-formed. (Or to put it more bluntly, we were boxing with pillows on our hands, and there was no real force behind the punch.)
Once production began, the cracks widened:
- Business and audience goals were unclear or missing.
- Podcast ideas weren’t connected to a larger brand strategy.
- Hosts were technical experts, but untrained in podcast storytelling.
- Formats were rigid, with little room for creative elevation.
- Show marketing (by the brand) was spotty or non-existent.
The result?
Many of these shows ended up sounding like instruction manuals — dense, technical, and dry. They didn’t capture attention or loyalty. Even tech audiences, some of the smartest and most curious listeners out there, expect podcasts to be immersive, entertaining, and human.
Without that spark, a branded podcast becomes just another piece of noise.
Furthermore, the shows were left to languish in the void on the internet with little-to-no promotion by the tech brands themselves, as no marketing plan had been established from the get-go.
The broader trend: “Build it and they will come” syndrome
Our experience wasn’t unique.
Across the industry, we still see too many brands falling in love with the idea of storytelling in podcasts, without doing the hard work of tying the story to a business case, making a show that truly serves an audience, and then promoting the heck out of it.
Too many brands assume that making good content is enough. It isn’t.
A great branded podcast must deliver podcast business impact — whether that’s thought leadership, lead nurture, client retention, brand affinity, or talent recruitment.
Without a north star, storytelling drifts.
Without promotion, your show goes unnoticed.
Without discipline, investment is wasted.
Why even the most creative content needs a business case
Creativity is essential.
But creativity without commercial clarity is a vanity project.
When we build branded podcasts now, we start by working directly with clients to:
- Interrogate business and audience goals up-front.
- Kick the tires on tone, structure, and competition.
- Define measurable outcomes (not just “make something cool”).
- Ensure the show will stand out in its space — not blend into it.
We still occasionally “white label” for other agencies or brands — but we insist on a proper creative discovery and alignment phase before production begins. Lesson learned.
The non-negotiable questions every brand should ask before launching
Before you record a single word, your branded podcast team should answer:
- What specific business goal are we trying to impact?
- Who exactly are we speaking to, and why will they care?
- How will we measure success? (And over what time horizon?)
- How does this podcast fit into our broader marketing and owned media strategy?
- What will differentiate our show from every other show in our space?
Anything less is setting yourself up for disappointment.
How we tie storytelling to business outcomes
Today, our podcast development process is built for impact:
- Strategy-first workshops to clarify goals and audiences.
- Creative treatments that anchor storytelling formats to business needs.
- Host coaching and format building that helps subject matter experts shine.
- Competitive scans to identify white space — and opportunities to be bolder.
- Influencer alignment to accelerate reach and credibility.
- We help brands identify and collaborate with influential voices — either as podcast hosts, recurring guests, or key amplifiers — to maximize dissemination and strengthen audience trust.
Because no matter how great a story is, if it doesn’t move the needle for your brand, it’s not serving its full purpose.
Final thought: Raise the bar or risk the flop
The impact of a branded podcast isn’t just measured in dollars — it’s measured in attention. Trust. Credibility.
Storytelling in podcasts can build lasting loyalty.
Or it can bore, confuse, and drift away unheard.
Brands serious about owning their media channels need to hold branded podcasts to a higher standard. Insist on:
- Business clarity
- Audience obsession
- Strategic creativity and alignment
Otherwise, you’re just whispering into the void.
Jen Moss is the Co-Founder and and Chief Creative Officer of JAR Audio. As JAR’s podcast “doula”, collaborating with enterprise brands to bring great podcasts into the world. With a background spanning CBC Radio, Canada’s National Film Board Digital Studio, Vancouver’s Roundhouse Radio and the University of British Columbia, she guides the creation of captivating podcasts at JAR.
