Building a successful radio station involves more than just playing music. By following a radio format, you tailor your station&#39;s programming and image to reach the audience you want. That will not only boost your ratings, but help you win advertising dollars in your market.Everyone whose voice is heard on the radio can be called an announcer, but not everyone makes the leap in being a true radio personality. By building your personal on-air brand, you can separate yourself from your competitors -- both at your station and in your city. Rise above the others to become more valuable to your station and earn a fatter paycheck.Leaving the security of a radio studio to take a show on the road requires a special set of skills. Mastering face-to-face contact will boost yourself and your station in the minds of your listeners. They will put a face with the voice and remember both more easily.These days, your online radio brand is almost as important as what you do on the air. Give your listeners reasons to come to your website by offering exclusive content, ways to interact with your station and special deals from your top advertisers. You will forge a stronger bond with your audience members even when they&#39;re away from their radios.Who says you have to be a media mogul to own a radio station? With the right tools, you can create your own radio station on the Internet. This is your chance to be the boss of a virtual station that can attract listeners around the globe without the need of a broadcast license or a transmission tower.The most popular radio programs may sound spontaneous, but they require a lot of preparation long before hitting the airwaves. Part of that work involves tweaking your content to reach specific audiences and deciding whether to pay someone to supply jokes or other material is worth it. The time you spend answering these questions will pay dividends when your show goes live.Part of your radio brand is your station logo. The colors, font and style you choose tell your potential listeners a lot about what they can expect to hear on your airwaves. Look through these popular radio logos to see for yourself the image the stations are seeking.Radio jingles are nearly as old as radio itself. A short, easy-to-remember series of notes and words will create a permanent brand impression on your audience. You don&#39;t have to pay someone to produce these jingles for you -- make them yourself with free or low-cost software.Some of the most successful people in radio never sit behind the microphone. You can have a fulfilling career choosing the music your station plays, selling advertising or managing a radio staff. The people occupying the executive suite may not have the on-air recognition of the announcers, but they get to make the important decisions to chart the course of a radio station.The best advice about building your radio brand comes from the people who&#39;ve spent decades in the industry. They&#39;re the ones who&#39;ve witnessed the transition from AM to FM and the new competition from Internet and satellite music services. Their first-hand experiences will help you know whether radio is the career for you.