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

• 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
• Linkedin
• Audio Branding Podcast

Follow Jacob

• LinkedIn

Follow JMH Media:

• JMH Media: Building Brand Loyalty and Trust
• LinkedIn
• Facebook
• Instagram

Listen & Subscribe

• Apple Podcasts
• Google Podcasts
• Spotify
• YouTube
• Podchaser
• Overcast
• Amazon Music

We’d love to hear from you!

Have some feedback about the show? Feel free to reach out to us at [email protected] You can also rate us in Apple Podcasts or your favorite app to help more people discover the show!