Agree with what’s been said so far. Definitely you need a cohesive brand identity and marketing strategy. It comprises color and form for the logo and all your matching on-air graphics, as well as verbal “hooks”, slogans, audio cues, etc.
Every ident, lower third, and voiced intro/wrap needs to have the “magic phrase” in it, whatever your strategy team decides you are. Be it “channel 13 Heartland News”,”Green Thirteen” “Local Thirteen NewsNOW”, “Livethirteen”,”thirteenFirst”, or whatever. A simple, easy to recognize and CONSISTENT logo is in all the graphics, on your mic flags, on your trucks, and is reinforced with the marketing catchphrase, whatever that winds up being.
The consumer advocate and problem-solver type pieces that are usually saved for sweeps periods need to be used more often, to get your air staff and visible crews out in the community as living billboards, and cross-promoted on radio, the web, and in print media. Yes, before you say it, I’ll agree this can be obnoxious… if done sloppily and inconsistently. But this is how you build that brand awareness, with consistent impressions, over and over.
First have internal discussions and come to some consensus over what your specialty is, what’s unique to your place, and how to encapsulate that in a slogan. Then work with a graphic designer to use color and form and proportions to reinforce that image and slogan. Every channel in my market can be identified just by the predominant color in their graphics packages and logos. You may like or hate their logos but they are distinctive and memorable. Lately, some of them have been making their graphics overly-busy, and I think that loses the audience.