Listening in Marketing Builds Trust Through Sound | Matt Borck

https://voiceoversandvocals.com/podcast/

Listening in marketing starts with understanding the people you're trying to reach. In this episode of the Audio Branding Podcast, Jodi Krangle talks with Matt Borck, Partner, Chief Listening Officer, and co-founder of The One Group Agency, about why deep listening, empathy, and sound can help brands create stronger and more authentic connections.

Matt shares how his early emotional connection with music eventually shaped his approach to marketing. He explains why truly understanding an audience means looking beyond data and paying attention to how people feel, what they're experiencing, and what they need from a brand in that moment.

The conversation also explores the emotional power of music, how sound can create psychological safety, why brands need to get beyond their own personal preferences when creating content, and how subtle human imperfections can make audio feel more genuine.

Jodi and Matt also begin exploring the growing role of AI in voice and audio, including something AI still struggles to replicate: the lived experience behind a human performance.

In this episode:

Why effective marketing starts with deep listening
How Matt went from touring musician to Chief Listening Officer
Why empathy helps brands understand their audiences
How music can create emotion, trust, and psychological safety
Why the right sound depends on the listener, not the marketer
How brands can avoid creating audio that feels like an ambush
Why human imperfections can make content more relatable
What breathing, timing, and emotion reveal in a human voice
How AI voice differs from genuine human performance

Chapters:

00:00 - The Importance of Listening
13:18 - From Music to Marketing
26:22 - AI and the Future of Voice

Read the full episode article:
https://voiceoversandvocals.com/blog/audio-branding/listening-in-marketing-why-sound-builds-trust-with-matt-borck/

Connect with Matt Borck:

https://www.onegroupagency.ca/

https://www.linkedin.com/in/mattborck/

✨ Sound is Powerful – Great Sound is Everything ✨

I LOVE putting this tool to work for you. I want to make sure that the compelling image you present to the world isn’t only visual – it’s also audible. Carry through with that professional logo or company colors and have a professional, signature sound. Now more than ever, you want to rise above the noise!
The voice you use for your commercial campaign, explainer video, or corporate narration can either make you sound world class, or have your potential customers or clients tuning you out. And there’s nothing worse these days than being ignored. A well-thought-out sound will make it impossible for that to happen!

✅ Do you need a voice talent for your next project?
Visit my voice-over website to find out more about how my voice can help you with your audio brand.
👉 https://voiceoversandvocals.com/

✅ Get your complimentary mini e-book and learn how to create your personalized and branded audio branding strategy with my Top Five Tips for Implementing an Intentional Audio Strategy
👉 https://voiceoversandvocals.com/audio-branding-strategy/

☕ 𝗪𝗮𝗻𝘁 𝘁𝗼 𝘀𝗵𝗼𝘄 𝘆𝗼𝘂𝗿 𝘀𝘂𝗽𝗽𝗼𝗿𝘁 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗔𝘂𝗱𝗶𝗼 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗣𝗼𝗱𝗰𝗮𝘀𝘁? Now you can, if you Buy Me A Coffee 🎙️ 🎧 Thank You for Your Support!
👉 https://cstu.io/45659e

Other Helpful Things . . .

✅ You can also subscribe to the Audio Branding Podcast here on YouTube to watch the show's latest episodes. Just make sure to hit that subscribe button 🙂

✅ Want to leave an honest review of my podcast? I’d love to know your thoughts!
👉 https://lovethepodcast.com/audiobranding

✅ Join The Power of Sound Facebook Community!
👉 https://www.facebook.com/groups/thepowerofsoundgroup

✅ Subscribe to my Newsletter
👉 https://bit.ly/SUBSCRIBEAudioBrandingPodcastNewsletter

👉 Editing/Production by Humberto Franco : https://humbertofranco.com/

#AudioBranding #ListeningInMarketing #SonicBranding #Marketing #BrandStrategy #SoundMarketing #HumanCenteredMarketing #Voiceover #AI #MattBorck

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Want Better Brand Content? Start With Listening (#shorts)

What happens when a brand goes beyond knowing its audience and makes people feel genuinely seen?

👉 Full episode on Wednesday!
https://voiceoversandvocals.com/blog/audio-branding/listening-in-marketing-why-sound-builds-trust-with-matt-borck/

Matt Borck, Chief Listening Officer and co-founder of The One Group Agency, explains why listening comes before content creation, including the music and sound a brand chooses.

When you can honestly say to your audience, "I really see you," everything about the way you communicate begins to change.




✨ Sound is Powerful – Great Sound is Everything ✨

I LOVE putting this tool to work for you. I want to make sure that the compelling image you present to the world isn’t only visual – it’s also audible. Carry through with that professional logo or company colors and have a professional, signature sound. Now more than ever, you want to rise above the noise!
The voice you use for your commercial campaign, explainer video, or corporate narration can either make you sound world class, or have your potential customers or clients tuning you out. And there’s nothing worse these days than being ignored. A well-thought-out sound will make it impossible for that to happen!

✅ Do you need a voice talent for your next project?
Visit my voice-over website to find out more about how my voice can help you with your audio brand.
👉 https://voiceoversandvocals.com/

✅ Get your complimentary mini e-book and learn how to create your personalized and branded audio branding strategy with my Top Five Tips for Implementing an Intentional Audio Strategy
👉 https://voiceoversandvocals.com/audio-branding-strategy/

☕ 𝗪𝗮𝗻𝘁 𝘁𝗼 𝘀𝗵𝗼𝘄 𝘆𝗼𝘂𝗿 𝘀𝘂𝗽𝗽𝗼𝗿𝘁 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗔𝘂𝗱𝗶𝗼 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗣𝗼𝗱𝗰𝗮𝘀𝘁? Now you can, if you Buy Me A Coffee 🎙️ 🎧 Thank You for Your Support!
👉 https://cstu.io/45659e

Other Helpful Things . . .

✅ You can also subscribe to the Audio Branding Podcast here on YouTube to watch the show's latest episodes. Just make sure to hit that subscribe button 🙂

✅ Want to leave an honest review of my podcast? I’d love to know your thoughts!
👉 https://lovethepodcast.com/audiobranding

✅ Join The Power of Sound Facebook Community!
👉 https://www.facebook.com/groups/thepowerofsoundgroup

✅ Subscribe to my Newsletter
👉 https://bit.ly/SUBSCRIBEAudioBrandingPodcastNewsletter

👉 Editing/Production by Humberto Franco : https://humbertofranco.com/

#AudioBranding #ListeningInMarketing #MattBorck #Marketing #SonicBranding #BrandStrategy #AudienceConnection #DeepListening

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How to Build a Sonic Identity That People Remember | Sami El-Quqa

Check out the The Audio Branding Podcast Here: https://voiceoversandvocals.com/podcast/

Sonic identity is about far more than creating a memorable piece of music. In Part 2 of my conversation with MusicGrid CEO Sami El-Quqa, we explore how brands can use sound strategically to build recognition, strengthen emotional connections, and create consistent experiences across customer touch points.

Sami takes us inside the process behind developing a sonic identity, from discovery workshops and creative direction to competitor analysis, sonic brand guidelines, rollout strategies, and implementation.

We also look at real-world applications of sound, including Flynas and its extended sonic ecosystem, where boarding music changes depending on the destination, and Jahez, where sound becomes part of the customer experience at one of the app’s most rewarding moments.

Sami explains why MusicGrid does not use AI for the actual creative composition or recording process, while still recognizing its usefulness for research and idea development. He also shares why he believes an increasingly AI-driven world could actually make human involvement in music even more valuable.

And for anyone hoping to enter the sonic branding industry, Sami offers an important distinction: a sonic branding agency isn’t simply a music studio. Understanding the brand comes first.

In this episode:
- Why sonic identity starts with understanding the brand
- How discovery and vision workshops shape creative direction
- How Flynas uses an extended sonic ecosystem
- Why sonic touch points matter across the customer journey
- How brands can roll out and reinforce sonic assets
- Where AI fits into the sonic branding process
- Why human creativity may become even more valuable
- What aspiring sonic branding professionals need to understand
- How sound strengthens recognition, memory, and emotion


Chapters:

00:00 - Positioning in Sonic Branding
09:48 - AI’s Role in Sonic Branding
18:46 - The Power of Sound in Branding

Connect with Sami El-Quqa

MusicGrid: https://www.musicgrid.com/

Instagram: https://www.instagram.com/musicgrid/

LinkedIn: https://www.linkedin.com/in/sami-el-quqa-35a367144/

✨ Sound is Powerful – Great Sound is Everything ✨

I LOVE putting this tool to work for you. I want to make sure that the compelling image you present to the world isn’t only visual – it’s also audible. Carry through with that professional logo or company colors and have a professional, signature sound. Now more than ever, you want to rise above the noise!
The voice you use for your commercial campaign, explainer video, or corporate narration can either make you sound world class, or have your potential customers or clients tuning you out. And there’s nothing worse these days than being ignored. A well-thought-out sound will make it impossible for that to happen!

✅ Do you need a voice talent for your next project?
Visit my voice-over website to find out more about how my voice can help you with your audio brand.
👉 https://voiceoversandvocals.com/

✅ Get your complimentary mini e-book and learn how to create your personalized and branded audio branding strategy with my Top Five Tips for Implementing an Intentional Audio Strategy
👉 https://voiceoversandvocals.com/audio-branding-strategy/

☕ 𝗪𝗮𝗻𝘁 𝘁𝗼 𝘀𝗵𝗼𝘄 𝘆𝗼𝘂𝗿 𝘀𝘂𝗽𝗽𝗼𝗿𝘁 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗔𝘂𝗱𝗶𝗼 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗣𝗼𝗱𝗰𝗮𝘀𝘁? Now you can, if you Buy Me A Coffee 🎙️ 🎧 Thank You for Your Support!
👉 https://cstu.io/45659e

Other Helpful Things . . .

✅ You can also subscribe to the Audio Branding Podcast here on YouTube to watch the show's latest episodes. Just make sure to hit that subscribe button 🙂

✅ Want to leave an honest review of my podcast? I’d love to know your thoughts!
👉 https://lovethepodcast.com/audiobranding

✅ Join The Power of Sound Facebook Community!
👉 https://www.facebook.com/groups/thepowerofsoundgroup

✅ Subscribe to my Newsletter
👉 https://bit.ly/SUBSCRIBEAudioBrandingPodcastNewsletter

👉 Editing/Production by Humberto Franco : https://humbertofranco.com/

#SonicIdentity #SonicBranding #AudioBranding #SoundBranding #SamiElQuqa

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