Building a strong idea Coming up with a solid idea and concept for your radio station is essential groundwork you should be undertaking before jumping into broadcasting. Ultimately, this starts with your audience. Who are you going to be targeting, what sort of music do they like to listen to, and what sort of content do they expect? Plenty of food for thought. But let's look at how to identify your ideal listener. By asking yourself these kinds of questions you can start building up a profile of who that IDEAL listener might be. Personas are used widely in many marketing and branding exercises. Getting a good grasp of this early on is a great place to start. Then once you have a clear idea of who your audience is, you can start building and crafting the concept for your station to match this type of person.