Ever wonder why some businesses become household names while others struggle to get noticed? The ones that stay top of mind are the brands you can’t forget — just ask Bradshaw & Bryant.
Twenty years ago, they were just another personal injury firm struggling to stand out. Today, they own 28% unaided brand awareness in their market — more than double their nearest competitor. Through consistent radio marketing, Bradshaw & Bryant created a name that lives rent-free in their community’s minds.
The Turning Point
Back in 2005, Managing Partner Michael Bryant was throwing marketing dollars around without much to show for it. Sound familiar? Then he attended a marketing seminar with one of our very own sales reps, Kris Priebe, and everything changed. That session shifted his focus. The firm began honing its message, telling compelling stories, and leaning into its jingle, “justice for the injured.”
This wasn't just random advice — it followed the BrandsFormation system, a proven methodology we use for building a business’s brand through strategic storytelling and consistent messaging.
Building Brand Trust Over Hunting for Quick Wins
The firm chose to invest roughly 7% of its annual revenue into advertising as part of its comprehensive marketing plan. About 70% of that media budget went to AM/FM radio, creating a focused, dominant presence. They weren’t chasing immediate wins — they were building long-term trust. They made a commitment to being known before people needed them.
Bradshaw & Bryant’s consistency paid off. A recent study of St. Cloud residents revealed just how strong their presence has become:
- 28% unaided brand awareness
— more than double the nearest competitor - 40% advertising recall — 1.5x stronger than anyone else
- Top rankings across every stage of the customer journey
The Four-Step System Behind Their Radio Ad Success
Bradshaw & Bryant's success demonstrates the power of the BrandsFormation methodology we use with clients today:
1. Strategy First: They defined their unique market position and owned it completely.
2. Focus on Your Message: Every radio ad featured authentic storytelling with Michael's voice, creating emotional connections rather than just listing services or credentials.
3. Be Consistent: Same message, same voice, same positioning across every single touchpoint. Just a steady, dependable presence.
4. Dominant Frequency: They achieved true dominance where their audience actually listened, building up to buying ads on multiple stations with 52-week contracts delivering consistent weekly presence.
The result? They didn't just advertise — they became ingrained in the community's consciousness through strategic repetition and authentic storytelling.
Playing the long game
Most businesses focus only on the tiny percentage of people ready to buy today, 1–5% of the market at any given time. Bradshaw & Bryant flipped that thinking. They farmed future demand, planting seeds with people who might need a lawyer months or years down the road.
This approach requires patience — something that's in short supply these days. Michael Bryant put it perfectly, "It's not something that happens right away. It's not something that happens fast. But you start seeing results when people know who you are and trust you."
Turning strategy into results
Bradshaw & Bryant’s story proves something we've known for years but too many businesses forget: building a brand through radio marketing isn't an expense, it's an investment. And when you invest wisely in radio advertising with the right strategy, message, and commitment, the returns compound over time.