240 episodes

Keeping a consistent sound in how you present your company really is the "hidden gem" of marketing. But audio or sonic branding influences us in many different ways and in many different places within our lives. Education is key! I'll be exploring that here, both with my own observations and by interviewing knowledgeable professionals in the field of advertising, marketing, music and science.

Audio Branding Jodi Krangle

    • Business
    • 5.0 • 55 Ratings

Keeping a consistent sound in how you present your company really is the "hidden gem" of marketing. But audio or sonic branding influences us in many different ways and in many different places within our lives. Education is key! I'll be exploring that here, both with my own observations and by interviewing knowledgeable professionals in the field of advertising, marketing, music and science.

    Sell Your Brand with Effective Storytelling: A Conversation with Mark Wonderlin - Part 2

    Sell Your Brand with Effective Storytelling: A Conversation with Mark Wonderlin - Part 2

    “I think the biggest mistake most people, most businesses make when they go into that project is they think it’s a story about them, but the reality is it’s a story about your customer and how you help them in their story. And that’s the way we try to frame it. With the narration, with the visuals, with the music, from the story. It’s really trying to connect with that viewer on, ‘What is the problem you’re having?’ Why are you reaching out to this company in the first place? What has piqued your interest?” -- Mark Wonderlin
     
    This episode is the second half of my interview with business filmmaker, marketing expert, and Mosaic Media Films founder Mark Wonderlin as we discuss the importance of storytelling when it comes to video marketing, the different social media strategies for local versus global marketing, and about Mark’s philosophy that “the most expensive video is the one that doesn’t work.”
     
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest audio chats will be about. If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts.
     
    (0:00:00) - Different Types of Marketing Videos
    The second half of our conversation starts as Mark shares his memories of a powerful video he recorded about a cancer patient, and the crucial role sound played in bringing her story to life. “I worked on this project personally,” he recalls, “and, you know, still to this day, like seven years later, I mean, it’ll bring tears to my eyes.” We discuss the two kinds of marketing videos, brand promos and testimonial videos, the different approaches he takes to each one, and how social media has upended some of the old rules. “The thing about TikTok,” he says, “is that people’s attention spans are just getting shorter and shorter and shorter because there’s just so much content out there.”
    (0:09:26) - Digital Marketing and Social Media Strategy
    We also talk about how Mark’s social media strategies can vary depending on both the company and their customer base. “So, like a B2B company is not gonna really perform really well on Facebook,” he notes, “just because of the pool of the audience there, whereas a B2C company will do better because they’re consumer-based products.” He explains the different approaches between social media videos and more traditional advertising campaigns, as well as what they have in common. “It’s just a matter of the targeting,” Mark explains. “So the better you’re targeting, the better you’re going to be.”
    (0:19:53) - The Impact of Sound in Media
    Mark also shares his thoughts about the explosion of AI in the industry, particularly AI voices and how commonplace they’ve become on social media lately. “There’s this one AI voice company I’ve heard,” he recounts, “and it’s weird because they were showing samples of it, like, on a podcast or a YouTube video, and I hear that voice all the time now on YouTube.” We discuss whether virtual voiceovers can save a client money, and why he thinks human artists shouldn’t be written off just yet. “You save money on the front end,” Mark says, “but you’ll lose on the back end because people are just bouncing. They’re leaving because they’re turned off by the non-professionalism of the...

    • 31 min
    Audio Branding and its Impact on Consumer Recall: A Conversation with Mark Wonderlin - Part 1

    Audio Branding and its Impact on Consumer Recall: A Conversation with Mark Wonderlin - Part 1

    “I think a part of that is because, you know, 75% of people, like, on Facebook, will not listen to sound, so they don’t really equate it as much, or they don’t understand the value of it. However, sound is very, like, people are very unforgiving when it comes to sound. So people take in 50% of the experience through sound and that’s a combination of, like, music, narration, sound design elements, and if you can’t hear what the person’s saying when you’re watching it, people will turn it off right away.” -- Mark Wonderlin
     
    My guest this week is the driving force behind Mosaic Media Films, and he brings more than expertise in video production – he brings a strategic marketing mindset. What sets his company apart is the unwavering focus on the marketing side of video content: he collaborates closely with clients, delving into the sales and marketing strategies of their businesses. This understanding allows him to create videos strategically tailored to drive traffic and boost sales.
    His name is Mark Wonderlin, and our discussion will range from hints on how to get the most out of longer-form content and where sound plays a part in the marketing and production of a great video to how best to use sound to sell, all while remaining authentic to your brand.
     
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available and what the newest audio chats will be about. If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts.
     
    (0:00:00) - Sound in Video Production
    We begin the episode with Mark’s earliest, most influential memories of sound, from playing basketball with his childhood friends to R&B groups like Boyz II Men and P.M. Dawn as a teenager. “I remember having the cassette player, listening to those cassettes, driving in my parents’ minivan,” he recalls. “Whenever I hear those songs it’s super nostalgic.” Our conversation turns to how he first got into video production, the unconscious impressions that sound design creates, and the challenge of keeping viewers engaged on platforms like TikTok, where you might have just a few seconds to make an impression. “I’m a big proponent of documentary filmmaking,” Mark adds. “Depending on the brand, it’s really good to just have that one-to-one narration directly connecting with the prospect.”
    (0:15:44) - Importance of Audio Branding Consistency
    The discussion shifts to audio branding and the role it plays in video production, from including musical motifs and sonic logos to keeping the same voice talent for a more consistent audio brand. “They’ll use a campaign,” Mark says about auto companies, “and use the same voice throughout because it creates that feeling and emotion they want to invoke. Is it a male voice that’s really gritty? Is it a female voice that’s really soft and trusting?” We also talk about resisting the temptation to shake things up for the listener. “I think another mistake that companies typically make,” he explains, “usually smaller businesses, is the importance of consistency in branding. Because they’ll get tired of it and they’ll just want to change it. But to new prospects, they’re seeing it for the first time.”
    (0:19:59) - Effectiveness of Sonic Branding
    Mark also talks about the hidden

    • 25 min
    The Power of Healing Through Music: A Conversation with Jonathan Taylor - Part 2

    The Power of Healing Through Music: A Conversation with Jonathan Taylor - Part 2

    “The piano is the same way. The piano has a hammer that goes like that on the string. The harpsichord has a pintrip that is plucked, all right? What do you do on the guitar? You actually pluck the string or hit it like a hammer in a way. So, in a certain way of thinking, the guitar is not the stringed instrument that everyone thinks it is. On the other hand, what makes the guitar so difficult? The double stops, the triple stops, quadruple stops.” -- Jonathan Taylor
    This episode is the second half of my conversation with musician and international concert artist Jonathan Taylor as we discuss the healing power of music, composing cinematic guitar compositions, and the surprising reason why the guitar might not be a string instrument after all.
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every other Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.
    If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
    (0:00:01) - Power of Sound and Space Exploration
    As the second half of our discussion begins, we talk about his chance meeting with the head of JPL during a music tour flight. “So we were talking,” Jonathan says, “and I didn’t rail at him, but I said, ‘You know, NASA really blew it.’ And he goes, ‘What? excuse me, sir?’” He shares more of his thoughts on the Space Race and what being a musician has taught him about holding onto an audience. “Even after two landings on the moon,” he recalls their conversation, “the viewership went like to nothing because everyone was bored. I said, ‘Well, you have to have a new project.’”
    (0:05:57) - Power of Healing Through Music
    Jonathan also recalls the places and events that made the deepest impression on him, including one listener at a concert whose life was literally transformed as a result. “A man had come into the auditorium,” he remembers his manager telling him, “and he was going to kill himself and he was on the brink of suicide, and he heard the concert and he decided not to kill himself.” We talk about sound’s power to reach out to people in unexpected ways, and he shares his thoughts on why the guitar isn’t necessarily a string instrument, or, at least, isn’t exactly played like one. “In executing a passage on the guitar to that exploding sound that you hear,” he says, “people ask, ‘How do you create that?’ And my answer is. ‘I release the energy.’ But it’s not enough for me to just tell you that.”
    (0:18:55) - Music and Filmmaking With Jonathan Taylor
    As our conversation comes to a close, Jonathan reminds us once more of the new app he’s released, which you can find a link to at the bottom of this page. “I forgot to tell you,” he jokes, “I forgot to mention that, I don’t know what’s the matter. I’m forgetting so many...

    • 24 min
    The Musical Journey of Guitarist Jonathan Taylor: A Conversation with Jonathan Taylor - Part 2

    The Musical Journey of Guitarist Jonathan Taylor: A Conversation with Jonathan Taylor - Part 2

    “And so the concert comes, and, about the ending piece of the concert. I didn’t know who I was. All that vanity and ego, ‘I’m a classical musician,’ all of that stuff, those labels go right out the window. And why is that? Because it’s down to survival time now.” -- Jonathan Taylor
    This episode’s guest is a California native who’s currently representing the U.S. as an American Cultural Specialist in South America and the Caribbean. He’s performed sold-out concerts for such luminaries as UN delegates, American ambassadors, and foreign heads of state. During his formative years in the 1970s and ‘80s, he studied music at Chapman University and was head of the music department at the Newport Institute of the Arts in Southern California. He’s known for his virtuosity and unique transcriptions and has performed extensively throughout Europe, North and South America, and Asia. He was one of the very first artists to record digitally back in the early ‘90s and he’s set about creating a catalogue of over three hundred tracks. His music is streaming worldwide on iTunes, Spotify, Pandora, Amazon Music, Sirius Radio, and most streaming services everywhere.
    His name is Jonathan Taylor, and our two-part discussion is a must-listen for anyone interested in the power of sound – and particularly the power of music. Prepare to be inspired!
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every other Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.
    If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
    (0:00:00) – Musical Journey and Touring Adventures
    The episode starts off with a look back at the start of Jonathan’s musical journey, and the grandmother who played the organ for silent movie productions. “Those things,” he says, “I’m sure, influenced me, and I started picking out tunes, you know, on the ukulele, because the guitar would have been too big for my fingers at that age.” He talks about the challenge of mastering, rather than just being proficient at, music, and the difficult promise he made to himself at age fourteen to truly master the guitar. “It is saying that you have made an oath to yourself,” he explains, “which is the only oath anyone can really make, and that it is going to require tremendous labor and work and discovery.”
    (0:16:51) – Jonathan’s Encounters Around the World
    Our conversation turns to the tours he’s been on all over the world, and how it’s broadened his perspective as a musician and as a person. “Once one steps out of the door of their domicile,” Jonathan tells us, “something will happen because you are now out into the world.” We talk about some of the famous people he met while touring in India and one memorable occasion at an ambassador’s house when music and politics...

    • 23 min
    Insights for Succeeding in Today's Music Industry: A Conversation with Carl Bahner - Part 2

    Insights for Succeeding in Today's Music Industry: A Conversation with Carl Bahner - Part 2

    “The way to get your rates up is to make them realize that you’re like the supply, and demand works in your favor if the supply is one, right? If you’re the only person doing this thing, not the only person mixing, not the only person doing, I don’t know, a Scottish Gen Z accent, I don’t know what the equivalent would be. It’s not just the only person doing that service, it’s the only person doing that service but from your set of experiences and perspectives, people are a lot more willing to pay for that. Because they’re not just getting your unique taste, your unique, like, approach to it, but it’s the peace of mind, knowing that you’ve got their back.” -- Carl Bahner
     
    This episode is the second half of my conversation with musician, mix engineer, and sonic wizard Carl Bahner as we talk about the true purpose of music producers, the importance of enthusiasm when it comes to branding, and what it takes to succeed in today’s post-Spotify music industry.
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every other Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.
    If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
     
    (0:00:00) – Artist’s Guide to Music Business
    The episode begins with Carl’s biggest piece of advice for up-and-coming artists: “Know what you’re signing up for.” As he puts it, record labels are in the business to make money, not to necessarily make things easier for the band. “They think that having a label is going to solve all their problems,” he says. “They can just be themselves, do what they want, and everybody has to listen to us. And that’s not how business partnerships work.” We talk about building your brand and professional relationships, and being recognized for what you have to offer. “It’s not about changing who I am to try to fit what I think that they want,” “he explains. “It’s just saying, okay, the people that are going to find the most value in what I do are going to find the most value in who I am and why I do what I do.”
     
    (0:13:07) – Pricing Strategy for Creative Freelancers
    We discuss finding your passion as a freelancer and the importance of bringing that sense of enthusiasm and genuine interest into each project. “What is it,” Carl asks, “that I just absolutely have the most passion, just, like, pouring out of me when I’m doing it, and then ask yourself, okay, well, if there’s a market for that.” He shares what he’s learned about the value of networking and building a reputation for reliability and trustworthiness, and the new role of music in today’s digital gig economy. “Your music is no longer the product or thing that you create,” he says. “Your music is advertisement for you. The music that you make on social media, it’s the...

    • 33 min
    Turning Passion into Profit in the Music Industry: A Conversation with Carl Bahner - Part 1

    Turning Passion into Profit in the Music Industry: A Conversation with Carl Bahner - Part 1

    “It was when I started figuring out, without knowing what it was called, because I also didn’t have any marketers in my life growing up. But when I was finding gigs for myself when I was the freelancer, mercenary, playing with a bunch of different people, I had to learn what these people are looking for. How do I figure out how to let them know that I can be the good fit for them? How do I find the people that I think I’m going to be a good fit for? And how do I convince them that I’m a good fit for them? Which is ultimately what the personal branding is.” -- Carl Bahner
    This episode’s guest is a mix engineer, educator, and a brand strategy super-nerd on a mission to help artists and producers make great songs and help other studio pros attract ideal clients.  Hailing from rural Pennsylvania, he’s made a name for himself internationally as a team-builder and sonic wizard, focusing his boundless enthusiasm on playful, memorable, vibrant music. Working with artists like The Wombats and Hippo Campus, he’s proven highly adept at producing earworms tailored to fit like a favorite T-shirt.  But don’t be fooled by his youthful energy – he’s a seasoned pro who’s toured extensively and opened for major acts like Walk The Moon and Charli XCX.
    In addition to mixing and production, he hosts the podcast Thanks For Thinking and is a passionate educator when it comes to sharing industry knowledge through content creation: he recently released an online course called “Communicating The Care” that’s aimed at helping studio pros clarify their perspectives and connect with ideal clients seeking meaningful collaborations.
    His name is Carl Bahner. and this discussion will challenge the myth of the starving artist and give creatives some comprehensive steps to make sure they get paid what they’re worth.
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every other Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.
    If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
    (0:00:00) – Early Musical Memories and Instrument Exploration
    We start things off with a look back at Carl’s early memories of sound, or, in this case, the new memories he’s creating with his six-month-old daughter.  “That’s way better than my early memories,” he jokes, “which is probably just listening to Sandi Patty cassette tapes in my mom’s car or something.” Carl shares his journey through music, from the piano to the clarinet, and how he discovered the guitar. “What drew it to me is,” he explains, “or drew me to it, was the fact that there was so much more variation in what you could do with it – and, I think, a lot more exciting possibilities.”
     
    (0:12:55) – From Trumpet to Percussion
    Carl shares with us his...

    • 34 min

Customer Reviews

5.0 out of 5
55 Ratings

55 Ratings

PlayinGmes ,

Great show

Jodi has a terrific voice and great podcast. The content is meaningful and substantive for serious podcasters, folks interested in audio, and anyone interested in learning how audio — sound — can enhance their brand. Well done Jodi!

HeatherFormerHooter ,

Amazing voice & knowledge

Jodi’s voice and knowledge of audio is impressive—and I’m not easily impressed!

soozinsta ,

Fascinating topics and great guests

I love all things related to audio and marketing and this podcast has been a long-time favorite. Jodi covers so many aspects of the world of audio and how it impacts branding, marketing and the way sound influences audience perception. Her guests are interesting and relatable and Jodi’s delightful voice, insights and contagious laugh make this show a must-listen.

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