SHOW / EPISODE

Creating an Exquisite Audio Brand Experience with Jodi Krangle (Audio Branding Podcast)

40m | Jan 5, 2021

Audio experiences affect us at a subconscious, evolutionary level. As a brand you need to be thinking about the audio experience of your brand. This includes voice, music, jingles, sounds and more. 

Voice Over and Voice Acting

  • The VoiceOver industry is a close knit and large industry. 
  • A company wants to find someone to represent their company in voice. 
  • Voice talent is used for external and internal purposes. 
  • It’s all about creating the perfect audio experience for their customers. 

The importance of Good Audio

  • When I watch a YouTube video, good audio is more important to me than good video. 
  • Try watching a movie without any sound. The impact will be completely gone. 
  • Music has an incredible emotional impact on us. 
  • The sound of someone’s voice has a huge impact on us. Just by listening to a voice we immediately trust someone more or less. 
  • The market is becoming less trusting and can see through BS more easily. It’s important to have a trusting voice behind your brand. 

Voice Training

  • Reading a script and making it sound natural and conversational is difficult. It’s acting. That’s why most voice actors get coaching and training. 
  • Consider what you’re saying. Give yourself time to think about what you’re going to say. 
  • Avoid excessive filler words. 
  • Don’t sound like you’re reading a script. Make it sound like the words are coming naturally. 
  • Don’t talk through your head. Instead, let the sound resonate throughout your whole body. 
  • Learn how to breathe. When you breathe in, your stomach should be going out.
  • Cynthia Zhai - Voice Coach, Speaker & Trainer

Hiring Voice Talent vs. Doing it In-House

  • Being a good speaker with a natural sounding voice is difficult and requires training.
  • You hire a professional to do a good job. You likely won’t get the best results from Sam in accounting. 
  • From a trust building perspective it may be best for you to do it yourself. Do this if you are making a brand that revolves around you. 
  • A large company with many employees with a brand that doesn’t revolve around a person should hire a professional. 
  • Find a voice that matches your brand. 
  • You can’t create trust without understanding your brand values and messaging. 
  • In order to create trust with your brand, you need to focus on the audio experience that people have with your brand. 

The Science Behind the Impact of Audio

  • When you listen to a podcast, you get to know the host and connect with the people you’re listening to. 
  • Podcasting is a personal medium. 
  • The human voice connects us. 
  • Because of evolution, we are conditioned to know who our people are and there is something comforting about listening to another human. 
  • We can discern nuances in the human voice like emotion and tone. 
  • Our audio spectrum is many times wider than our visual spectrum.
  • The human voice is a powerful connection. 

Music and Tones in Branding

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