Creating an Exquisite Audio Brand Experience with Jodi Krangle (Audio Branding Podcast)
40m | Jan 5, 2021Audio 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
- There are so many opportunities in marketing for music and tones.
- Jingles are a powerful way of helping consumers remember your brand.
- Originally, jingles were there for entertainment. In recent history, jingles are actually going out of style though.
- In the 90’s, brands started moving to celebrity music endorsements of their products.
- Michael Jackson - PEPSI Commercial - Billie Jean
- Now, it’s more of an all around audio experience.
- MasterCard just paid millions of dollars to create a brand sound.
- Sound On: Mastercard Debuts Sonic Brand
- Apple Mac Startup Sound/Chime
- iOS keyboard sound
- iPhone Text Message Sent Sound Effect
- Nissan LEAF Dream Drive Rocks Your Baby to Sleep
- Hospitals are even looking into sound design to help people sleep and be calmer in the hospital environment.
- Sound can even affect our other senses.
- Steve Keller - Sonic Strategy Director - Pandora
- List all of the senses and think about how you engineer your brand experience.
Follow Jodi:
- 5 Tips for Implementing an Intentional Audio Strategy
- Jodi Krangle Website
- Audio Branding Podcast
Follow Jacob
Follow JMH Media:
Listen & Subscribe
We’d love to hear from you!
Have some feedback about the show? Feel free to reach out to us at trustcast@jmh.media You can also rate us in Apple Podcasts or your favorite app to help more people discover the show!
Trust Cast
Loading...