7 ways stations brand investigative and consumer journalism

In addition to being a standalone news brand, “on your side” can also be used either in conjunction with that or independently as a way to label investigative and consumer reporting. Like the other branding strategies listed here, it’s typically combined with the station’s other branding (“6 On Your Side”).

“On your side” is notable for its straightforward emphasis of the connection between the station and the viewer.

The short and simple word “unit” is often combined with the station’s other branding (“Unit 5”) to brand a station’s investigative or consumer journalism team. The use of the word is simple and, though it conjures images of SWAT units or police divisions, isn’t quite as clear cut as some of the other branding mentioned here. It does, however, imply that there is a team approach to this franchise. 

Used by CBS O&Os to varying degrees, the “original reporting” branding started as a national promotional campaign for CBS, who claimed it “invented original reporting.” In some markets, the “original reporting” branding is used, to varying degrees, as overall newscast branding or as part of the station’s investigative and consumer reporting branding. 

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