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Archives for April 2020

Interview with Global Brand Strategist, Edward Farley – Part 1

April 29, 2020 by Jodi Krangle

Edward Farley has quite a history in marketing with over 25 years of experience in global marketing, brand management, creative development, and sports and entertainment marketing. He has degrees from Michigan State, Harvard Business School, and Northwestern University and has lectured on global brand management and marketing at multiple universities. Currently, Ed is working on business development for a few different agencies and is working with a product incubator accelerator that is engaged in new products in the clean technology space.

In the first part of my conversation with Ed, we discussed how he became interested in branding and marketing, as well as: 

  • How marketing today is much different than it used to be
  • How technology and the consumer experience have evolved
  • Ed’s work with a variety of industries, including beer companies, healthcare insurance, nonprofits, and financial services
  • How principles of developing a great brand strategy are fairly universal across industries
  • How Intel became one of the earliest audio branding success stories 
  • How audio branding serves as a way to drive recognition and trust
  • Ed’s work helping Humana with a complete brand repositioning
  • The importance of tone of voice and personality coming through a company’s music/audible experience
  • How companies can use audio to become more approachable, friendly, and helpful—or however they want their consumers to perceive them to be
  • Bringing an emotional vibe to a brand
  • How an Arby’s commercial can leave you feeling satisfied (even before eating their food!)
  • What exactly Ed means when he talks about a brand’s DNA
  • The best time for a company to think about audio in their marketing strategy
  • The architecture of a brand strategy and how it applies across a variety of consumers
  • How Alexa, artificial intelligence, and Amazon Polly are revolutionizing the brand experience

If you’d like to learn more about Ed and his work, the best place to connect with him is on LinkedIn at https://www.linkedin.com/in/edward-farley-a08a839/ .

This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!

And if you’re interested in crafting an audio brand for your business, why not check out my FREE Audio Branding Worksheet?

Filed Under: Audio Branding, Marketing Tagged With: advertising, artificial intelligence, audio branding, brand DNA, brand strategy, marketing, technology

How Can Audio Branding Help Your Podcast or Company? (Why Should You Care?)

April 22, 2020 by Jodi Krangle

How Can Audio Branding Help Your Podcast or Company?

According to Harvard Business Review [4], Audio Branding is “the strategic use of sound … in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales.” So ultimately, think of it as a brand or podcast’s emotional short hand – the quickest way to your listener’s heart.  How do you want them to feel when they hear you?  And how does it help your podcast or company to reach your audience FASTER and on a deeper level? If you think about this, it’s pretty important – and here’s why:

Professionalism

This part is pretty self-explanatory.  Having professional audio shows that you’re a professional. It makes it clear that you invest in your endeavor and take it seriously.  When it comes to podcasts, I do understand that there are productions that prefer not to be “produced”.  They can be a true expression of your own authentic self.  And as such, sometimes, it’s just fine for you to talk in front of a microphone and leave it at that.  But if your podcast is a reflection of your brand? Or your company?  It needs some professional panache.

Consistency

It’s hard to ignore the musical trill that Intel uses at the end of every tech commercial you’ve experienced in the last many years (even on the radio where there are no visuals!). The consistent use of that sound along with the promise of quality in the visuals, has made the two ideas forever intertwined in our minds.  You don’t need to see that promise anymore.  All you need to do is hear it. Mazda uses the playful whisper of a child saying “zoom zoom” to convey both a sense of power and a sense of wonder.  Not a bad image for a car! And I know you’ve heard and can easily recall the three notes played when NBC comes on the television. What kind of emotion does that create in you? (It probably depends on the shows they air and how much you love them.)  Anticipation? Nostalgia?  Something else?

This kind of powerful memory response triggered by a sound can also work with something as simple as only one tone—like the Taco Bell sonic logo (or what used to be called an “earcon” https://en.wikipedia.org/wiki/Earcon). My blog about Advertising At Cannes talks about this in more detail. What happens when an advertising campaign replaces the distinctive sound of Big Ben in London with the Taco Bell bell? You definitely get a media explosion, that’s what!

Download the Audio Branding Worksheet and get started on YOUR Audio Branding Strategy Today!

Sound can very closely be associated with a company and their brand, but only if it’s consistent. And persistent. If the audio of a brand changes too often, it can become jarring or confusing to those you’re trying to reach. Changing a company’s sound capriciously can actually damage a brand.

Also, keep in mind that you might get tired of your audio branding. Believe it or not, your boredom isn’t a good reason to change it. Keep it until your accountant says it’s no longer working.

Are sales dropping? Are clients no longer contacting you? Maybe then it’s time to re-examine your brand’s image—both its visuals and the way it sounds. And keep in mind that if those two things don’t match one another, your clients and customers will turn away without being aware of exactly why. It’s unconscious.  Make sure your audio is consistent with the “tone of voice” of your brand image. Sight and sound should work together. When it does?  It’s magic.

Effectiveness

Audio is such an effective advertising and marketing tool for many reasons. Here are just a few.

• Sound touches us immediately. It goes right to our hearts. People buy based on emotions and then justify it with logic, so touching your listeners’ emotions makes it much more likely they’ll remember you. Be intentional with how you want them to feel when they see and hear your brand.

• The world is full of visual distraction, especially now. (I don’t know about you, but I’m constantly overloaded with branding images and advertising every time I go online! It’s tiring!) Sound cuts through the noise. It reaches us on a deeply personal level. If you want to be noticed, you need to be heard.

• Music is a universal language. The instruments and tonal structure may change, but essentially, you can communicate emotion to a global audience without needing to know the language they speak. That means that if you invest in an effective audio brand, you can reach your intended audience on an emotional level, FAST—anywhere they might be listening. It doesn’t matter what your native language is if people can relate to the sound.

I totally understand that sometimes it’s hard to know where to start with this stuff.  But figuring out an audio brand to match your visual brand, isn’t as difficult as you think it is.  I’ve created a worksheet that will give you a hand with this and you can download it at https://voiceoversandvocals.com/resources/ , if you’re interested.

And I hope you stay safe and healthy! Take care of yourself, ok?

Filed Under: Audio Branding, Marketing Tagged With: audio brand, audio branding, Cannes, earcon, Edleman, Intel, Mazda, sonic branding, taco bell, tone of voice

Interview with Brand & Marketing Motivator, Corey Dissin – Part 2

April 15, 2020 by Jodi Krangle

In the second part of my interview with Corey Dissin, we discussed the three elements to every spot and how to build a successful audio brand for audio talent.

Corey and I also talked about:

  • How a voice talent is not a voice talent (yes, that caught me off guard, too!)
  • The difference between the types of voices that would be used in, for example, a horror movie trailer versus those that would be used in a Disney movie trailer
  • The demand for audio content and how podcasting has risen in popularity
  • What Rudy Gaskins meant when he said, “Branding is both a noun and a verb.”
  • How, for most voice talent, there’s more to the brand than just their voice
  • The only difference between social media, broadcast television, a movie theater, the radio, and a streaming service
  • How reading copy is a skill for voice talent—not their profession
  • Why some people need to fire themselves
  • Some of the topics Corey covers in his Go Get It podcast and One More Round podcast
  • How social media is like being Pete Rose and George Foreman
  • The importance of making 99 enemies in sales
  • The long shelf life of podcasts and other aspects that make podcasting so powerful 
  • What Corey has been up to lately and the feedback he’s gotten so far

You can find more on Corey Dissin at http://www.coreydissin.com . You can also find his Go Get It podcast at https://coreydissin.com/podcast and his One More Round podcast at https://coreydissin.com/one-more-round .

This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!

And if you’re interested in crafting an audio brand for your business, why not check out my FREE Audio Branding Worksheet?

Filed Under: Branding, Podcasting Tagged With: audio brand, audio content, audio talent, branding, podcasts, sales, social media, voice talent

Interview with Brand & Marketing Motivator, Corey Dissin – Part 1

April 8, 2020 by Jodi Krangle

Corey Dissin was only 19 when he first got into the world of audio and sound. He started answering phones as a volunteer with Paul Turner Productions (now Propulsion Media Labs). His volunteering later morphed into an internship, at which point he met Paul. The two formed a friendship, and later Paul began allowing Corey to sit in and watch him record voiceover sessions and produce commercials. At the end of the day, Paul would let Corey stay around in the studio and “play,” and that was how Corey began to learn how to produce audio. Paul later hired Corey, and through that work, Corey not only sharpened his production skills, but he also learned marketing. Today, Corey is a marketing coach, hosts two podcasts, and is the Vice President of Propulsion Media Labs. He is also “the undisputed heavyweight champion of content.”

In the first part of our interview, we discussed a bit more about his beginnings with Paul Turner Productions. We also talked about: 

  • How Propulsion Media Labs offers turnkey video and audio production services for a large variety of businesses, serving as a secret weapon for many of its customers
  • Corey’s role in the sales process of recruiting talent while working with Paul Turner
  • How Corey got involved in the voiceover end of things with Paul Turner Productions
  • How Propulsion Media Labs sets itself apart from the competition
  • Why Corey fired himself ten years ago
  • How to choose the right voice for a project
  • How Corey’s knowledge about the key marketing aspects of growing a voiceover business morphed into the coaching he does today
  • Corey’s signature phrase, “Go get it!”
  • Corey’s belief that “It’s not what you do it with. It’s what you do with it.”
  • The one skill that most voiceover talent, producers, graphic designers, freelancers, and solopreneurs overlook 
  • How businesses are missing out by not utilizing social media to its maximum potential

To learn more about Corey Dissin, you can visit http://www.coreydissin.com . You can also check out his Go Get It podcast at https://coreydissin.com/podcast and his One More Round podcast at https://coreydissin.com/one-more-round .

You can also find out more about Propulsion Media Labs at http://www.promedialabs.com . 

This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!

And if you’re interested in crafting an audio brand for your business, why not check out my FREE Audio Branding Worksheet?

Filed Under: Audio Production, Marketing Tagged With: coaching, internet voice coaching, marketing, podcasts, voice talent, voiceover

Interview with Audio Alchemist, Steve Keller – Part 2

April 1, 2020 by Jodi Krangle

Here’s the second part of my fascinating interview with Steve Keller. In it, we dove into how brands can harness the power of archetypes as well as what Steve calls the three pillars of return on sonic investment.

We also discussed:

  • Music’s impact on our perception of meaning
  • How music soundscapes and noise affect the healthcare industry
  • How consumers’ experience of products often differentiates brands more than the products themselves might
  • Psychophysics—how our perception of reality is a combination of sensory inputs
  • Using sound to affect other senses
  • Carl Jung’s utilization of archetypes in psychology
  • Both the science and art of sound—that they’re not at two opposite ends of a spectrum, but rather they’re two sides of the same coin
  • The importance of brands being intentional and making educated choices around sound
  • The problem of brands failing to make decisions based on the importance of sound, even though they understand the important role sound plays
  • How critical it is to devote time and energy to audio branding in addition to visual branding  
  • Steve’s desire to inspire younger people to move even further with the current knowledge and research around audio branding

For more information about Steve Keller, check out http://www.studioresonate.com. You can also follow him on Twitter at @AudioAlchemist_ (that underscore is important) or find him on LinkedIn at https://www.linkedin.com/in/stevekeller1/.

This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!

And if you’re interested in crafting an audio brand for your business, why not check out my FREE Audio Branding Worksheet?

Filed Under: Audio Branding, Marketing, Research Tagged With: advertising, archetypes, audio branding, brand recognition, Carl Jung, healthcare, marketing, music, psychophysics, sonic branding, sonic identity

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