It can be difficult to define who you are as a business. Working from the inside out, so to speak, in order to appeal to your target audience requires intentional messaging and a strong foundation. Radio advertising can give you both.
You need to begin with branding. What does that mean? It means establishing an emotional connection to your audience, as well as a way to define who you are, and what you do. Simply put, branding is a way to communicate your image.