Audio Branding

Jodi Krangle
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Audio Branding

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. Want to be a guest on Audio Branding? Do you contribute something unique to the world of sound? Send me a message on PodMatch, here: https://www.podmatch.com/hostdetailpreview/jodikrangle and we'll talk. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

  1. The Evolution of Audio Media: A Conversation with Chris Krimitsos - Part 1

    قبل ٣ أيام

    The Evolution of Audio Media: A Conversation with Chris Krimitsos - Part 1

    “So I got involved in YouTube first, uh, in ‘06, and then audio, I got involved in 2012. I started, like, paying attention in 2013, um, the summer of 2013. I really got heavily in podcasting ‘cause I saw the opportunity and what it could do for people. And like you said, I love voice. It’s a much more nuanced form of communication, but it’s so profound ‘cause, right now, um, even today, even though I think people should have a video component of some sort, when you look at people’s stats, the people that listen to audio are much more engaged in that show than the people that watch the video.” – Chris Krimitsos This episode’s guest has been successfully growing Podfest Multimedia Expo from what started as a meetup at a local café in 2013 to an international conference with more than three thousand registrants. Content creators have benefited from his knack for community building as they build relationships, their podcasts, and YouTube channels through the platforms he’s provided. These experiences, whether in-person or virtual, are built on his experience as the creator of over two thousand live events in his professional career. As a trendsetter, he quickly identified podcasting’s popularity and responded with a 2017 documentary about the evolving medium called The Messengers: A Podcast Documentary. The film has been placed on YouTube for global distribution after having initially been released on Amazon, where he also had his book, Start Ugly: A Timeless Tale About Innovation & Change, hit #1 in the categories of Business Leadership and HR. His name is Chris Krimitsos, and in this conversation, we find out more about how he decided podcasting would be such a big thing, what it takes to put together a conference of Podfest’s size, and where he thinks this medium will take us into the future. We’re all about sound here – and podcasting is definitely a part of that. So keep listening to learn more from this encouraging, community-minded, giant in the 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. 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. (0:00:01) - Evolution of Audio Media Platforms As our conversation starts off, Chris shares his early memories of sound, particularly hearing the nightly train in Long Island as a child. He recalls growing up in the early days of podcasting and talks about how YouTube, Bluetooth, and even the automobile industry all helped shape the course of podcast history. “That eight-year lag between [having] the Bluetooth device in the car and the Bluetooth on your phone to match up,” he explains, “it gave YouTube and on-demand video about an eight-year head start.” We discuss whether podcasting might eventually replace radio altogether, and its advantages over the increasingly commercialized streaming video landscape. “You might have some ads in the front,” he says about podcasts, “but you listen to a person’s voice and you’re not necessarily scrolling for the next audio show. You’re committed to that show for that half hour.” (0:11:24) - Podcast Platform Dominance Conversation Our discussion turns to which platforms are dominating the market these days and where podcasters should...

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  2. Crafting a Memorable Sound Identity: A Conversation with Jon Brennan - Part 2

    ١٠ جمادى الآخرة

    Crafting a Memorable Sound Identity: A Conversation with Jon Brennan - Part 2

    “All right, so this happens a lot is that brands will be, especially in agencies, they’ll be coming up on a new campaign and they’ll think, ‘Oh well, you know what, this campaign is going to launch at such date, I’ll throw some audio branding on there.’ And then, from the get-go, then they’re thinking about the audio brand as part of the campaign’s messaging, and that is not what you want to do. So number five is think of your audio branding as part of your brand’s equity and part of your brand’s identity, and do not plan your audio branding around your campaign message. Because then, as soon as that campaign message is gone and thrown out, there goes the audio logo.” – Jon Brennan   This is the second half of my conversation with audio branding expert and founder of Sonic Signatures Jon Brennan as we discuss Jon’s tips for building a successful brand strategy, what Home Depot gets right when it comes to brand consistency, and the future of AI music in audio branding.   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) - Implementing Effective Audio Branding Strategies The second half of our discussion begins as Jon talks about the ubiquity of UX sound design and the opportunities it presents for establishing a sonic brand. “You know the sound of your ATM,” he says. “You know you’re using your audio logo. Any place that you have a brand interaction is where you want to use that melody, that sound so that it is more of an ecosystem.” He continues his list of tips for building a successful audio brand, including the importance of marketing versatility. “So number five,” he explains, “is think of your audio branding as part of your brand’s equity and part of your brand’s identity and do not plan your audio branding around your campaign message, because then, as soon as that campaign message is gone and thrown out, there goes the audio logo.” (0:11:11) - Evolving Audio Branding Strategies Our conversation turns to the value of a dynamic campaign that keeps up with changing demands. “What you want to do,” Jon says, “is continue to develop and adapt your audio identity through more touch points, more use cases, using it in your new, current campaigns, not just letting it sit there on the shelf from what you created five years ago.” We talk about the growth of AI in everything from editing to composition, and how it fits into a sonic branding strategy. “There’s so much stock music out there now, AI music,” he says, “but still really working with a composer to bring out the specific messaging, and also the action onscreen, makes your advertising so much more interactive to watch.” (0:14:53) - Advancements in Custom Audio Branding As our discussion comes to a close, Jon shares an awkward advertising moment that came from relying on stock elements. “I was with a customer this morning,” he relates, “and we were watching a video, and I recognized the stock image that they’re using for a major car company. It was the same stock person that was in a detergent brand.” He tells us how listeners can get in touch with him, and we talk about some of the...

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  3. Create an Effective Sonic Branding Strategy: A Conversation with Jon Brennan - Part 1

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    Create an Effective Sonic Branding Strategy: A Conversation with Jon Brennan - Part 1

    “That’s right, yeah, and to me, that’s one of the most important steps in the whole process is this research, brand assessment. And then you bring that research and assessment to life in the mood board, and that is what allows you to create something that is so customized to this brand, that it only works for this brand.” – Jon Brennan   This week’s guest is a lifelong audio producer who loves to help brands communicate effectively through sound. He regularly produces voiceover and sound design for brands like Tide, Downy, Cascade, Henkel, Dell computers, and more, and he’s led the creation of such audio branding identities as Amazon Alexa, Hostess, Boomchickapop, and Fireball Cinnamon Whiskey. His name is Jon Brennan, and since our last conversation, episodes 126 and 127, he joined Sixième Son, a world leader in audio branding, as a senior account executive, where he managed the creation of audio identities for Fortune 500 companies and brands. After two years, Jon returned to lead his own audio branding agency Sonic Signatures in 2024. He enjoys using his love of music and audio to entertain and inspire others, and we’ll be talking a lot about how companies can and should work audio branding into their marketing plans. While Jon has worked with some very large companies in this capacity, the Fortune 500 aren’t the only ones who benefit from this kind of strategy.   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) - Journey in Sonic Branding Industry As our episode starts off, Jon tells us about a recent experience with sound, and how it sparked bittersweet memories of his late uncle. “I distinctly heard my uncle’s voice,” he recalls, “and his characteristic laughter coming from the other room, and it’s just like I just thought my uncle Tom was there for a minute and it actually moved me to the point that I just got totally choked up.” He describes his work with Sixième Son and such clients as Boomchickapop and Hostess, and the reason for his return to Sonic Signatures earlier this year. “Going back to my own agency,” he explains, “I’m able to be the creative director, I’m able to write concepts as well as tap other very talented composers to write concepts as well, and I’m just very fulfilled when I’m able to have that creative energy.” (0:16:56) - Effective Sonic Branding for Regional Companies We take a closer look at some of Jon’s recent ad campaigns, and he tells us about a particularly memorable sonic branding project for Fireball Whiskey. “You’ve got the dragon who sounds like a demon,” he says, “but then you’ve got this angel choir that is hanging out high above him in the audio spectrum... and so together it makes this disruptive sound that is also very memorable.” Jon talks about how remote...

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  4. Elevating Brands Through Podcasting: A Conversation with Traci DeForge - Part 2

    ٢٥ جمادى الأولى

    Elevating Brands Through Podcasting: A Conversation with Traci DeForge - Part 2

    “It’s got to look good, sound good, look good if it is video, but it’s got to sound good, good quality audio, good editing, and it’s got to have enough interesting information that people want to talk about what they heard or they have a pivotal moment or an a-ha or it changes their life. So, and that again is why I am so incredibly passionate about podcasting and just, in general, because, I don’t know if I’ve ever shared this with you, but listening to a podcast literally did change my life with a medical condition that I had.” – Traci DeForge   This episode is the second half of my conversation with founder and CEO of Produce Your Podcast and internationally recognized podcast expert Traci DeForge as we discuss the branding power of podcasts, Traci’s tips for utilizing social media, and her work with the Podcast Professionals Association.   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.   (0:00:01) - Leveraging Podcasts for Brand Growth The second half of our conversation starts with Traci’s explanation of how building a brand’s audio strategy differs from sustaining one, and the challenge of reaching out to an audience without sounding like a sales pitch. “[If] you can think about what’s in it for the audience, then all of the visibility, leads, and sales component happens as a residual of that,” she says about podcasts. “But the most important key is... that it’s got to look good and sound good.” We discuss how podcasts help forge a lasting connection with listeners, and how one podcast helped her overcome a lifetime of migraines. “I really, really share that story,” she tells us, “because it’s not just me going. You can change the world one voice at a time. Like that person’s voice changed my literal life and my family’s life.” (0:07:07) - Exploring the Power of Podcasting Our discussion focuses on the growing importance of video in podcasting and whether it’s possible to still succeed as an audio-only production, “If you are currently thinking about being an audio-only podcaster or you are thinking about starting an audio podcast,” Traci says, “absolutely yes, yes, yes, you do need to start the audio podcast or keep the audio podcast.” She explains how much social media algorithms have evolved just over the last year, and her advice for building an audience. “Use the video for shorts,” she suggests. “Use it for shorter segments, use it for social media clips. Use it for that, because if you’re not doing that, that is what’s going to leave you behind.” (0:15:43) – The Power of Sound in Podcasting As we wrap up our conversation, Traci tells us more about how she co-founded the Podcast Professionals Association and the role it plays in helping podcasters network and strategize in a quickly changing market. “We have two virtual events a month,” she explains, “where people can connect and have conversations about how they price their business challenges in the industry. How are you facing AI? What happens if you lose a big client? How are you changing your prices?” We also talk about what sets the power of sound apart, including the unique...

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  5. Engaging Listeners with Creative Audio Strategies: A Conversation with Traci DeForge - Part 1

    ١٨ جمادى الأولى

    Engaging Listeners with Creative Audio Strategies: A Conversation with Traci DeForge - Part 1

    “I really believe in developing the power of an audio brand as the Nike swoosh, as the Amazon arrow smile. Your audio brand should be as recognizable to your personal brand, to your business brand, however you’re leveraging your audio platform. It should be as good a quality, and people should invest in, and not have it be an afterthought. If you think about what people invest in personal branding and visual branding aesthetics, website branding and then, oh, ‘I want to start a podcast.’ And they never even consider that that’s an extension of all of that other investment that you’ve made.” – Traci DeForge   This episode’s guest is the founder of Produce Your Podcast, an award-winning full-service production and marketing agency, and is recognized as an international podcast expert, sought-after speaker, and media contributor. She’s the creator of the Podcast Management Academy, the industry’s only certified podcast manager training program, and co-founder of the Podcast Professionals Association. She’s also the co-host of the Ask Brien radio show on KHTS AM & FM in Los Angeles and has been featured on all three major networks along with CNN, CTV, American Express OPEN, and Radio INK, and is a member of the Rolling Stone Culture Council. Her name is Traci DeForge, and if you’re looking to take your podcast to the next level, you’ll want to hear what she has to say about it.   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.   (0:00:01) – The Love of Audio We start things off with a look back at Traci’s childhood memories of sound, from calling Dial-a-Prayer to hear stories over the phone to listening to to the radio under the covers at night. “I used to sleep with an AM transmitter radio under my pillow listening to ghost stories,” she recalls, “and when my friends would come over for slumber parties. I would create these elaborate radio shows.” She tells us about how developing her first podcast in 2015 helped inspire her to create Produce Your Podcast. “There are going to be some other busy consultants and business owners,” she explains, “who are going to want to have podcasts, but they’re not going to want to do everything it takes to have it be a broadcast that represents the quality of their brand. And so that’s when Produce Your Podcast was born.” (0:11:01) - The Power of Audio Branding Our conversation turns to the differences between audio and video productions, and why just ripping the audio from a video production might not cut it in podcasting.“If you don’t really understand the true power of audio and audio branding,” Traci notes, “then you could get lost in thinking that ‘I’m just going to do a video podcast or video recording,’ or even a video webinar to a degree, ‘and I’m just going to grab the audio off of that.’” We discuss how the audio production works to bring the imagery to life for listeners, and how a podcast lacking that connection can leave its listeners cold. “That can be the point where an audience could fracture from you,” she adds, “because they don’t feel connected to the conversation. So they may stay through that conversation

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  6. The Hidden Power of Music Therapy: A Conversation with Noel Anderson - Part 2

    ١١ جمادى الأولى

    The Hidden Power of Music Therapy: A Conversation with Noel Anderson - Part 2

    “So put on some good music, especially music with a very steady beat. Every time you have focus, yeah, every time that beat goes, it drips a little bit of dopamine. So that’s another reason why we also can support people with, with their gait, like with walking because we need that little bit of drip of dopamine when we walk. It actually naturally happens. But for people that have a challenge with that, like for Parkinson’s, maybe a stroke, that gets affected. So if we have a very steady beat, boom, boom, every little bit, dopamine drips, and it actually helps to regulate our system and anticipate when to take those steps. Yeah, so that’s just one.” – Noel Anderson   This episode is the second half of my conversation with director of Anderson Music Therapy and board-certified music therapist Noel Anderson as we talk about music’s effect on our brain chemistry and cortisol levels, the different effects that making music and listening to music have on our brains, and the role sound and music can play in treating such disorders as PTSD and depression.   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) - Music and Memory Our conversation continues as we talk about music’s effect on our brains’ neural connections and how we experience the world around us. “The experiences we have,” Noel explains, “everything affects those neural connections and what gets formed, what doesn’t get formed, um, so, yeah, so this is a big question.” We discuss sound’s power to help boost our dopamine levels and manage depression, and how she’s helped Alzheimer’s patients reconnect with their past through the power of music. “I think if you keep your mind as active as possible,” she says, “then you can at least hopefully slow it down. And I think music is one of those things. Like I said, it exercises the whole brain and so if you can keep that connection to other people, that’s going to keep you healthy.” (0:09:53) - The Impact of Music Therapy We talk about the different therapeutic roles that making music and listening to music play, and she tells us more about mirror neurons and music’s ability to engage our deepest social instincts. “It’s that active participation that actually connects us to people,” she tells us, “whether it’s moving to drums or even moving at a concert, you know, dancing. That actually can increase empathy.” Our conversation turns to managing stress and depression, and to how she’s helping parents and children bond through music therapy. “What I like about the drum,” Noel says, “is that you’re face-to-face, and so a lot of research shows that having that facial affect again, those mirror neurons connecting back and forth, that is really, really important for attachment and for bonding with your child.” (0:16:51) - Accessing Music Therapy Services As our discussion comes to a close, we take a look at some of the online resources out there for finding a licensed music therapist, and how much of it might be covered by insurance. “It depends on your diagnosis,” Noel explains, “depends on the insurance you have, depends on the specific goals that

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  7. Finding Healing Through Melody: A Conversation with Noel Anderson - Part 1

    ٤ جمادى الأولى

    Finding Healing Through Melody: A Conversation with Noel Anderson - Part 1

    “I had a client in the practice that they, well, what they said is, ‘I am disabled because of mental health and PTSD symptoms, and music therapy’s helping me work through many issues very directly in a way that years of talk therapy hasn’t been able to touch.’ For this individual, they had been through years of talk therapy, and for some people, that is very valuable and very helpful, myself included. But like myself, I had to start with music therapy first because it just accesses the brain in a different way. It accesses the body in a different way than just talking.” – Noel Anderson   This week’s guest is the founder of Anderson Music Therapy Services and has been a board-certified music therapist for over fifteen years. Her journey started with a Bachelor of Music in Music Therapy from Immaculata University, followed by a clinical internship at the Kardon Institute for Arts Therapy in Philadelphia. Driven by a desire for growth, she pursued specialized training, earning certification in Neurologic Music Therapy at Colorado State University, certification as a Trauma Professional, and a Master of Music Therapy degree from Temple University. Before founding her practice in Roanoke, Virginia, she developed a school-based music therapy program for individuals of all ages and abilities. Her love of music began early – she’s been performing since the age of ten through voice, guitar, piano, and flute – and her impact extends globally, benefiting communities in Africa and India. Her name is Noel Anderson and I’ve been looking forward to chatting with her about all the ways we can harness the power of sound to motivate us, to help us heal and to improve our lives. Keep listening because I know you’re going to get some invaluable golden nuggets from this discussion!   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) - The Power of Music Therapy We start things off with Noel’s early memories of sound, from the tiger song she wrote before she’d even learned to spell to her discovery in college of how music therapy could help others. “I didn’t always have a very easy time identifying my emotions or being able to express my emotions,” she recalls. “I was very shy. So music just was how I would express myself.” She tells us more about the board certification process that becoming a licensed music therapist involves, and about her work helping children in Africa and India. “I spoke of how music works with developmental disabilities and neurologically,” she explains, “and then we were able to work, you know, hands-on with the kids and co-treat with the therapists there and the doctors, and it was a really great experience.” (0:07:27) - Global Impact of Music Therapy Our conversation turns to the neurological impact of music, and its ability to influence and even redirect our body states. “It’s one of the few things in the world that activates so many [neurons],” Noel explains. “It exercises the whole brain, and that’s why it can get our attention very easily rather than just speaking alone.” She talks more about how sound can help regulate the nervous system and shares...

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  8. In the Clubhouse: AI in Podcasting – Part 2

    ٢٧ ربيع الآخر

    In the Clubhouse: AI in Podcasting – Part 2

    “I agree that humans will always want to work with humans and that we’re gonna always favor it in a lot of ways, especially because of the spontaneity, the creativity, the vibe. Kids love to use the word vibe, but we want the vibe and AI doesn’t have the vibe. Kids are really good at detecting AI, really good at it…. They pick it out way before their parents. So they’re really tuned into it. So I think that’s what’s going to keep it at bay in terms of being a true creative tool for really a long time.” – Sean Savage   This episode is the second half of my Clubhouse discussion with voice actor and Sound Off Media Company owner Matt Cundill, Home Studio Mastery founder Junaid Ahmed, podcast producer and AR Media host Sean Savage, Spoken Life Media founder and Podcast Hall of Fame Inductee Rob Greenlee, and long-time podcaster and audio technology consultant George Whittam, as we discuss the future of AI, what sets machine and human learning apart, and building your own AI clone. As always, if you have questions for my panelists, 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) - AI and the Future of Technology The second half of our conversation begins as we talk about the impact of AI on everything from social media to politics, and what that might mean for its future. “I interviewed David Pogue earlier this year,” George says, “and he’s done a tremendous amount of AI research and experimenting, and he’s like, it hasn’t yet swung an election that we know of, so maybe we shouldn’t be too worried. But it’s just something to think about, and I think about it all the time.” The topic turns to AGI, or Artificial General Intelligence. “That day is coming,” Rob tells us. “I don’t know if it’s five years from now, ten years from now, that it surpasses, you know, the ability to think and process information, um, better than a human, but I think it’s coming and once that happens, it’s going to change everything.” (0:06:44) - Ethical Implications of AI Use We talk about the ethics of AI usage, and whether there’s any practical difference between how AI models are trained and how children naturally learn. “Even if your older brother is telling you ‘don’t copy me,’” Junaid notes, “guess what? Your younger siblings are still going to copy them. There’s no lawsuit against that. You know, that’s how human beings are literally taught.” George describes his experience with feeding an AI all his writing content to help it learn his writing style, and we discuss the prospect and legality of such AI ‘clones.’ “If you went and scraped pretty much all the work that you’ve done and voiced,” Matt says, “packaged it up to create an AI model, you then can own the licensing of that AI voice and be paid for it. But if somebody else went and did it, the answer would be no. But, as we’ve discussed, some people are out there doing it and saying ‘tough beans.’” (0:17:45) - AI Usage and Ethical Concerns The conversation turns from creating new content with AI to revisiting old content through the lens of machine learning. George talks about old recordings and the potential to restore them and add sound elements that have been...

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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. Want to be a guest on Audio Branding? Do you contribute something unique to the world of sound? Send me a message on PodMatch, here: https://www.podmatch.com/hostdetailpreview/jodikrangle and we'll talk. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

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    Audio Branding

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