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Show Notes

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

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Complete Podcast Transcript

(This transcript was created using software. Please be advised that it won't be 100% accurate, and it may contain formatting errors.)

Jodi Krangle

Jacob Harmon: All right. Welcome back to another episode of trust cast. And I am super excited today because I have Jodi Crangle with me and she is a voiceover actress, but then she also does this podcast called the audio branding podcast. And I'm just excited to learn all about audio and how audio affects us as people and how we can build trust with audio.

So thank you so much for being here, Jody.

Jodi Krangle: Thanks so much for having me.

So 

Jacob Harmon: first off, I just love your voice. I have to say, as a, as a voice actor, I'm sure that you've spent a lot of time practicing, but I was listening to your video before we got on it's a little reel of all the different voiceovers you've done. And when you jumped on it, I was like, Whoa, she sounds just like that.

It sounds like, like a really professional voice. So I love it.

Jodi Krangle: That's the point, I guess. 

Jacob Harmon: so I, I love to learn just a little bit more about that industry, um, uh, voiceovers and, and creating voiceovers and kind of the psychology behind hiring a professional voice actor. Uh, what insight can you give us into that industry?

Jodi Krangle: voiceovers and kind of like hiring.

Well, it's a pretty close knit and large industry. Actually, it feels large from the inside, I guess. Um, but really, I think it has a lot to do with the whole audio branding thing, um, which is kind of how I got interested in that topic in the first place, because I'm one small. Tiny little part of that audio branding spectrum that a client is going for.

So when they put out an audition and they're looking for someone to represent their company in voice, they're looking for someone who matches their brand image, who matches the way that they feel they should sound. Outside of their company, but also inside of their company, a lot of the people who create these kinds of things, create them for internal presentations, just as much as external.

So a lot of the stuff that people, regular voice talent do on a regular basis, isn't the really flashy stuff. It's , internal presentations, phone systems, uh, web explainer videos. And for every company, it doesn't have to be one of the fortune 500, you know, like there's all sorts of this out there.

And I am. Not really in the realm of animation, video games and audio books. There are certainly lots of people who do that and they are immensely talented and I'm like, I bow down to their talent. Uh, but I mostly stick to the advertising and corporate narration areas. And so that's really where I've had my focus and that's kind of where I feel a lot of audio branding comes in. 

Jacob Harmon:  That makes sense that you want, it's like a lot of companies, they invest a lot of money into graphic design or video. Right. But I've almost found in correct me if I'm wrong, but. I think audio is almost more important than video. Like when I watch a YouTube video and if they have bad audio, I'm out of there, like I just can't stick around, but if they have okay video, but their audio sounds good.

Like I can forgive the video and I don't know, maybe that's just me. Maybe that's just an anecdote, but I think that good audio really does matter.

Jodi Krangle:  I'm wrong, but

like when I watch video bad audio, I just can't figure it out. But if they have like, I can forgive, I don't know. Maybe that's just.

Good. Yeah. I mean, watch a movie without sound for two seconds. You won't get any of the impact, you know, that's how film that's how film is made.

Super.

Jacob Harmon: And I, I know that like, and this is a little different than the voice part of it, but music too is, is so impactful. I know that the moments in a movie that hit you the most, oftentimes it's because of the music, the visuals help, the, the, the voice helps, but like the music for me, that's what really moves me when I'm watching a movie.

Jodi Krangle: hopefully.

Definitely. And it's all about emotion. Really? This is all about emotion, even the sound of a human voice, in fact, that can hit you harder than a lot of other things. And as far as trust is concerned, definitely the sound of someone's voice , is going to be something you find either trustworthy or smarmy or.

Really or, you know, like you, you want someone genuine. That's actually another thing as far as voiceover is concerned, because that has changed over the years in a lot of cases and advertising has become a lot less. Listen to me, sell you something and more, I'm going to tell you about this thing and you can like it or not.

It's really totally up to you.

Jacob Harmon: Yeah, it's kind of like, if you think back to the nineties, the whole  infomercial stage, like it was a, Oh, buy this thing now, like get 10% off or shipping and handling in the next 24 hours. It was very, very sells many. Whereas nowadays it's more. Here's an Instagram ad or here's  a quick little video.

Let's show you what it's all about. If you're interested. Great. If not keep scrolling, you know?

Jodi Krangle: Next 24 hours.

Here's a, here's a quick little video.

Yeah, audiences skewing younger. I think so the younger generations are they're BSO meters are way up here, way up here. Like you cannot say anything to them that that's stinks of anything besides just saying a sentence and being you and really. Honestly, that's how it should be. And that's why a lot of voice actors get training because this is a really artificial environment.

Like I'm sitting here, you know, whoever's listening to this after the video is without the video. I'm sitting here in a five by four padded room, staring at a computer screen with headphones on my head and a microphone in my face. And I'm supposed to make a script sound like I'm actually having a conversation with someone that's acting.

That's not something that most people just come by naturally. So that's why people in the voice business get coaching. That's what that's for. I mean for a lot of other things, too, if you're an animation or video games or audio books, that's a completely different thing. And there's obviously training for that.

But even for the advertising, you still need the training.

Jacob Harmon: Yeah. And obviously we don't have the time to really dive into a full on course of become a voice actor. But what are some of the high level, most impactful things that you would learn in a voice acting school or training? Like if I wanted to become a better speaker or get my point across more clearly, what are some tricks or tactics that I can do?

Jodi Krangle: you're saying is definitely, a big one and you don't need to be. I'm just as bad as anyone with this, but you don't need filler words that again has to do with not pausing and giving yourself time to think about things. And even like, if you're reading a script, the thing about a script is for it to sound real.

You actually have to sound like you're not reading, and if you're not reading, then you're considering what you're saying before you say it. And it's not all going to come out. You know, sing song E or one note, or it's just going to be you. Uh, the other thing that I have talked with several other people about, and, um, a couple of them are coming on my show very, very soon.

They talk about talking in your, uh, your head voice. Or, or through your throat as opposed to your entire body. So when we, when we talk through our head, just our head, it sounds thin and tinny and not real, not exactly all there, you know what I mean? And when we let the sound go through our entire body, you get more of a resonance.

You get more of a, uh, depth of sound. And that can help you immensely. So people who don't like the sound of their voice, that might be part of the problem.

Jacob Harmon: Interesting. I, I'm a singer. Um, a lot of people listening to this probably don't realize that, but I, I did choir all growing up and I come from a family where we sing a lot. And so I understand like the

Jodi Krangle: That's how I got

Jacob Harmon: voice. Oh, yeah, that's awesome. I understand the difference between like a head voice and a chest voice.

But when you say having it go all through your body, what are some things that people can actually do to do that? Is it posture? Is it standing up instead of sitting down? Like, what are some of those tactics?

Jodi Krangle: What are some of those, you know, one of the best ones is learning how to breathe. And that sounds like a really silly, basic thing. But a lot of people have learned to breathe with taking in air and their stomach going in. And, and really when you are expanding your, the air in your body, you are, your stomach should be going out.

 so if you take a deep breath, , your diaphragm should be inflating, so, or, or expanding your stomach should be expanding. And so when you, when you learn how to take a deep breath with your entire body and let your stomach go out as you're. As you're, you know, taking in that breath and then deflate when you're letting your breath out.

There's, there's a difference.  Somehow when we were kids or growing up, we learned to do it the opposite way.

Jacob Harmon: Yep. I'm a off guard. 

Jodi Krangle: just to give credit where  credit is due. I actually got that from a video I was watching and she's going to be on my show as well. So we're going to have a more in-depth conversation about this, but her name is Cynthia Jai and she teaches CEOs and, uh, major people of companies who have to make presentations to the board, et cetera, how to speak.

Uh, better when they're presenting these things, how to be better public speakers

question I

Jacob Harmon: to be subscribing to your podcast too, because this, this topic just fascinates me. Uh, so the question I have for you, and there might be a little bit of bias here on, on your end and my end. Um, and that's okay. But I'm just curious. So let's say I'm a company I'm wanting to create an ad or, or a podcast or something.

What's the benefit of hiring a voice actor versus having someone in-house do it. 

Jodi Krangle: I get asked that a lot.

Jacob Harmon: I'm sure you do.

Jodi Krangle: think it depends. Yeah. I think it depends on if that person internally has had any training. I mean, To be a natural speaker to be able to read a script without sounding like you're reading and make it sound so that they're enthusiastic about the company and not just speaking the words on the page, in viewing them with some kind of energy and.

Interest, you know, that takes a professional. And I don't think internally someone's going to be able to do that for you unless they have some training of their own. And there are, of course, some people who do have that training, so I'm not going to completely, you know, factor it out. But at the same time you pay a professional so that you sound professional.

And in general, you're probably not going to get that from Sam and accounting.

Jacob Harmon: Right. And I'm going to push back just a little bit, but that's okay. And I want you to push back on me too. I just, for the sake of conversation here. So I'm thinking,  from a trust-building perspective, like I want someone to resonate with me. Right. , and with, with my personality and. So,  is that a reason to do it myself or is it still worthwhile to, for, for example, in my business and with this podcast, right?

Like part of the whole purpose of this podcast is to create content and have people get to know me through this podcast. Right. And so I'm just trying to figure out, would it be best for me to kind of go and get some training then and become a better speaker? Or is there still. Worth in and making it sound better and getting a professional who knows what they're doing?

Jodi Krangle: know, what, if you're talking about making your own brand, then I think it would be worth your while to get some training it yourself because it's your brand, it's you, right? You want people to know you. So that makes total sense to me now, a company who has multiple employees. Or even one guy or girl who doesn't like the sound of their own voice.

I don't know how that's going to instill trust in the people, hearing what they're putting out. So. You know, it's, it really depends on what you're trying to accomplish. If you are your brand, then you should do your own speaking. you, if you are putting out a product or a service and you don't necessarily need to have you as the face. the brand, then I would say, get a professional to do it for you, because then you sound professional. You have, uh, you know, you've obviously put together a script that would go so on a video or on hold or whatever you're creating and it makes for a more professional. A more professional brand basically. And, but it really depends on what that brand is. You need to know what your brand is before you do that, because I'm the first person to say, I am not the right voice for every brand. Certainly not. You know, it's, I, you know, I'm  gonna choose those as well as the people who choose me. So it's, it's both, but.

You need to know what your brand is before you can decide who's going to be your spokesperson

Jacob Harmon: A hundred percent. Okay. Yeah, I can. I'm completely behind that. And I think that really, it's interesting because almost every single episode of this podcast that I've recorded so far, we come back to talking about defining your brand and creating your values and creating. And honestly, yeah, like at the end of the day, you cannot create trust.

Unless you understand what your values are and what your brand is. whether that be in your website or your copy or , your audio or your video, like every piece of your brand needs to revolve around a core. Right? And so that makes a lot of sense.

Jodi Krangle: the end of the day. Right to understand what your values are and what your brand is, whether that be your website or your coffee, your audience, or your video too. Right. So that makes a lot of sense. And that's kind of what audio branding is all about. I mean, it's, it's audio branding, uh, but it is as important as your visuals. And I think a lot of people make a mistake by thinking that they can have a lovely logo and wonderful colors and fonts, and that's all they need. It's not all they need. If you want to make a really deep trusting connection with the people who are experiencing your brand, you want to have a full sensory experience.

You don't just want it to be, you know, one dimensional. Yeah.

A

Jacob Harmon: So let's talk, talk a little bit about that then. I'd love to dive a little bit into maybe the science or the psychology behind audio and why it is so impactful. just on a personal level, I listened to so many podcasts, like I'm a, I'm a podcast nerd, and I feel like I know these people. And they've never met me.

Like if I saw them on the street and went up to one of my podcast, hosts that I listened to and said, Hey, like, I love your podcast. They'd be like, I've never met you before, but I feel like I know them, you know, how, how is that possible? And what's going on on the psychological level. Okay.

Jodi Krangle: Well, I think a lot of us, I mean, it depends on the podcast, obviously, so it depends on what they're saying, but I think a lot of people who are doing podcasts, they're doing it independently. Um, you know, some of the big names are. Big names and you get to know them the way that you get to know movie stars or whatever, you know, you see them from afar and you get to know their stories.

Yeah. Et cetera. But a lot of the people who are making podcasts right now are just people just like us. And they're putting their life stories out there so that people can hear what they're all about and understand who they are and make a deeper connection with them as they do this podcast. It's it's almost even more intimate than being a radio DJ because you can call into the show.

Sure. But in, you know, you don't really have  it's I don't know. It's just seems to me like podcasts are almost a little more personal

agree.

Jacob Harmon: I agree.

 So why do you think that is are we conditioned to like listen to people and then all of a sudden have an affinity for them? Or, or do you have any insights there?

Jodi Krangle: necessarily. Yeah. I think though that the human voice really connects us and that's evolutionary. Like that's, that's been an evolution thing that, that keeps us safe. We understand who our people are by how they talk to us. Right. And we can discern different nuances in the human voice in a way that.

You wouldn't be able to see in a visual spectrum. Like it just, we don't have the type of visual spectrum that we do in our ears. Like our, our ears have, uh, an audio spectrum that's many, many times wider than our visual spectrum. So we can hear differences in emotion, in tone, in all sorts of different things that.

Bring us closer or keep us farther apart from the people we're hearing. So I think the human voice is a very powerful

Jacob Harmon: Yeah. And thinking about those nuances, like, I guess that goes back to this classic problem that a lot of people have with text messages and emails, right. Is it's hard to understand tone and it's hard to understand emotion from words alone. It's just not quite enough information for us to understand the full story.

Jodi Krangle: And I think a lot of people mistake the fact that they're not seeing the people's face as they're doing this. When I think it's almost more important for you to hear them speaking it, if that makes any sense.

Jacob Harmon: it does. And I agree because even a phone call. Has a lot more power and, and phones have horrible audio quality too. Like the quality is way, way down, but the emotion is still so much stronger. I'd much rather jump on a call with someone to talk something out, then do emails back and forth over and over again.

So.

Jodi Krangle: Yeah.

Jacob Harmon: Interesting. And it's like, we're trying to, yeah. It's like, we're trying to compensate a little bit with things like emoji to add emotion to text, but I still don't think we're quite there.

Jodi Krangle: It's like, we're trying to compensate.

I am putting emojis all over my emails all the time. People get on my case about it. I'm not going to stop because, because that text is so easy to misconstrue, you can just get the wrong, the wrong thought from seeing words on a page or in an email. And. One emoji one little smiley face can get that all fine.

I

Jacob Harmon: emoji. I know a lot of people aren't, but I am so send emoji my way. All you want.

Jodi Krangle: I actually don't use the, the graphical ones. I just use the text ones. Like, you

Jacob Harmon: The colon Prince. Yeah.

Jodi Krangle: Yeah. I'm old school.

Jacob Harmon: Well that's okay. That's okay. Awesome. Well, so let's talk a little bit, um, we've, we've kind of talked a little bit about voice. I want to talk a little bit more about music though. Uh, and I know, I know that that has a huge effect in marketing. I mean, historically I don't know when that ever started, but I think the first thing that pops into my head is jingles.

Right?

Jodi Krangle: Um,

and I know, I know that that has,

Oh yeah,

Jacob Harmon: Because jingles, I think the purpose of a  jingle is to get something stuck in your head and to make you think about it more easily, but like there's so much opportunities for music. Can, can we dive into that a little bit?

Jodi Krangle: Yeah, I can't remember who said this and I might, I might have to look it up at some point, but some ad person said, if you don't have anything to say, make a jingle.

So I think originally they weren't really thinking of it in the terms that we are now, uh, and jingles have kind of gone out of style right now. There really aren't a whole lot of them left, but in the beginning and I mean, this. It started back in the twenties, you know, originally they were, they were there for entertainment.

It was there to be a part of whatever radio show you were listening to. And so it was all listening and. It, it became so very memorable that people started using it deliberately, but it took a while for them to understand that that's what was happening. And then, and then you go from like the nineties. I think it was the nineties.

It was, um, Michael Jackson's, Pepsi, commercial, think when he did a takeoff of Billy Jean. With, uh, with the Pepsi generation. I think when that started, people started the ad people started doing more, um, licensed music as opposed to jingles. They wanted like the famous singers and performers to do spots and make them so that they.

Well, you know, sold a product and then jingles kind of fell out of favor and they became just maybe like a local thing that you still here. um, I don't know that they're really all that much of a thing anymore. I think what's happening right now is that audio is becoming more of an all around experience. So. Brands have brand sounds like for instance, MasterCard just paid many, many millions of dollars to brand their, their sound. Um, which I think is like six notes that are then changed depending on where geographically they're being heard. There's like a  second and a half little audio.

Sound that happens when you have a transaction over something like Alexa or Google home, because you don't see what's happening. Right. You can't see the transaction go through. So you need to hear something in order for you to recognize that you you've had a successful transaction. So it's, it's become part of their whole identity and it's usable in many different.

Places. It's not just  in, for instance, a commercial on TV. It's, it's their radio. It's their Alexa and Google home. It's there. Uh, like every different country has a different type of musical instrument or like a series of musical instruments that they use with those same six notes.

You can use it for different. Um, different demographics. So an older demographic might sound one way and a younger demographic might sound  another way. So there's so many different ways that you can use this. And yet it's the same sound across every touch point.

Jacob Harmon: Yeah, that just to create like a consistency in the brand and, Oh, I hear that sound. I think of that brand. It's not the idea. Yeah.

Jodi Krangle: Totally. Yeah, because if you hear two seconds of that sound, you know, who you're, who you're, uh, experiencing, you don't need to see anything. And that's the really cool thing about it because a lot of things, these days are going into audio only like Google home and Alexa, and any of your smart appliances and wearables and all of that stuff.

Uh, all of these things are, are going to only be heard. And there's another aspect to that, because if you think about this, you don't have to be paying full attention to it. Right? If you're looking at an ad and you're hearing what the ad is about, and you're seeing it on the television, you have to concentrate on it to get anything from it. Whereas, if you're listening to something like we listen to podcasts, you can listen to podcasts while you're washing the dishes. You can listen to podcasts while you're doing the laundry. You know, you can do all sorts of other things while you're listening, but you can't really do that with your visuals.

Jacob Harmon: Yeah, that's so interesting. And I'll, I'll try to find like either YouTube videos or audio snippets or something and put these in the show notes, um, so that people can listen to all their things we're referencing. Um, but it's just making me think of like, I'm a huge Apple fan boy and, uh, technology. Fan.

And it makes me think of like the sounds that Apple puts in like the startup  chime on a Mac, or even like the taps when you're typing a text on your iPhone. I always turn that off, but the little tap, tap, tap,

Jodi Krangle: Yeah. Yeah,

Jacob Harmon: or when you send a message to

Jodi Krangle: We don't need to, right. Yeah, exactly. We don't there. It's, it's kind of funny too, because like, we have put sounds into things that don't need to make that sound anymore. Like if you're taking a photograph on your phone, you don't need to hear a click. There is no click, but we've put it back there.

Uh, there was, uh, I can't remember who, who puts out the leaf, but it's an electric car and, uh, they put out a sound scape, like a CD or a, like a downloadable, uh, audio scape that parents could give to their kids when they're in the car, because the car no longer makes those soothing sounds. They put them to sleep.

Jacob Harmon: Interesting. Whoa. Okay. Wow.

Jodi Krangle: I mean, yeah, electric cars don't make the same sounds that regular cars do. Right? So you need that extra little, but, but who knew that that was what was happening with regular cars? Like I actually didn't know that I was, I was kind of, I was interested to hear that, but apparently driving your, your child around in the car seems to Sue them.

And now that the car no longer makes that sound. You need to simulate it. You need to, you know, have a, an actual like music piece that does it for you.

There's

Jacob Harmon: I can also imagine as we move to like an electric car future, I could also imagine maybe from a safety standpoint, because a lot of times, like if you're walking down the street, You hear a car coming. Right. But if you can't hear an electric car, I, I don't know. I mean, I'm not a car engineer, but I imagine that that's a concern that people are having is, Oh, how do we make sure that people can hear this car coming so that they're not going to walk out into the street?

Right. So interesting, like sound is just, it's literally all around us, it's in our environment and it makes such a big difference, but it's one of those things that. At least, most people I think don't think about consciously because it's just always there.

Jodi Krangle: Yeah. And it's, it's one of those things that can heal or hurt you because we are making a whole lot of noise. We, humans are making a whole lot of noise and our environments are getting louder all the time and our ears can't shut off when we sleep. You know, they're open all the time.

So you have to be very conscious of the sounds that surround you because when you're sleeping in that it can cause stress. That's why that's why hospitals are starting to look into soothing sounds because people can't sleep in the hospital environment. They just can't there's too much going on and beeps and alarms and people talking and, you know, moving around and like all sorts of things.

And there is a very big movement to. Make sound a much more conscious thing in a hospital healthcare environment,

I'm kind of

Jacob Harmon: like there's so many, there's this big movement towards, uh, sound machines or white noise. I'm kind of a white noise skeptic as a father. I'm like, I don't want my kids to be reliant on that. Right. Cause a lot of, a lot of parents will they'll their kids will go to bed with white noise. And my thought is I want to be able to go somewhere.

And if we don't have our white noise machine, like we'll still be okay, you know? But, but is like, is there a benefit to white noise or a detriment?  

Jodi Krangle: It depends, I think, on where you're using it. If you go away and you can carry that white noise with you and in a strange environment, you can make your kids feel more safe. Then I don't think that's a bad thing,

Jacob Harmon: okay.

Jodi Krangle: the, the sound surrounding them in that strange environment may be something that would keep them from falling asleep.

So if they have something they're familiar with. That might make it easier at the same time. I don't know. I don't know what the answer is. I know when I was a kid, my parents gave me the radio and I had the radio on before I went to bed and I couldn't sleep without it for a long, long time.

I

Jacob Harmon: So interesting. Well, I think that. Sound is definitely something I want to learn more about and to do that, I'm going to be listening to your podcast for sure. So I definitely recommend,

Jodi Krangle: of things. Yeah.

Jacob Harmon: I definitely recommend to our listeners. Obviously you're listening to this on a podcast app. So go ahead and search right now for the audio branding show. Is that what it is?

Jodi Krangle: Audio, audio branding podcast.

Jacob Harmon: Audio branding podcast. Yeah. Go ahead and search for that. I think that it's definitely something worth, worth learning more about as marketers and as, as branders is there any other,

Jodi Krangle: more all the time.

Jacob Harmon: I think we all are right. I mean, this, this industry is an industry of learning.

Jodi Krangle: quickly.

Jacob Harmon: Things are changing so quickly. Like just the other day, I was thinking my goodness, a marketer that an older marketer, someone who's maybe in their fifties or sixties at this point, like their entire industry has changed so much in the last 10, 15 years. For me, it's like, Oh yeah, it's all this technology because I'm just getting started.

But I just imagine how quickly this landscape is changing for people. So there's always, it's always important to keep learning for sure.

Jodi Krangle: Yeah. 

Jacob Harmon: anything that we haven't talked about Jody so far related to audio or marketing that you think we should bring up?

Jodi Krangle: Well, there is one. The thing that I talked about with Steve Keller on my podcast, and, and I was mentioning before we got on the recording, uh, he's the Sonic strategy director at Pandora, and he's done a bunch of different stuff and is a musician, a psychologist, and an ad guy. So really, really cool conversation.

We had. One of the things you mentioned was  an advertising.  Campaign that they had done for propel the, the drink, the it's like an electrolyte drink, where they had put a DJ station together where people could listen in their, in their ears and in headphones and taste the drink and they could dial in whether they wanted more salt or more sweet by what they were hearing. Yeah. So our senses all work together and we can influence what we taste by what we hear.

Jacob Harmon: That's super interesting. So wait, let me make sure I understand what you're saying. So basically. They would play a sound in their ear. I don't know, music or whatever it was, and that would make them want more salt in their

Jodi Krangle: Not want it w like they're tasting it and they could decide whether they wanted it saltier or sweeter.

Jacob Harmon: So it would affect the perception of the taste. Oh my goodness. That's insane.

Jodi Krangle: Yeah. How cool is that though? I mean, we're weird creatures,

Jacob Harmon: Yeah. I mean, now that you say it, it makes sense because I know like smell affects taste, right? Like there's, there's that classic thing where if you plug your nose and eat something, then you can't like differentiate different tastes. So, so interesting. So all of our senses, all five senses are really interacting with each other and affecting each other.

Jodi Krangle: they are, some of them are more tied than others. It depends on where they're interacting in the brain. Um, I believe the sense of smell and the sense of hearing are our most powerful ones. So you'll experience things like, for instance, you'll hear the creak on a floor.

In a kitchen and all of a sudden, you'll remember baking cookies with your grandmother when you were six, because that was the same sound. Right. And you're not just murmuring it. You're there. It's like time travel. You're actually experiencing it and, you know, smell will do that to us too. But. The things like the music that, uh, an establishment plays in a restaurant can have a very big impact on how people experience and taste the food that they're eating.

So if, yeah, like I, I know that, um, Steve was, uh, experimenting with a friend of his on, um, sustainable food and things like that. I think, I think he had mentioned something like that and they were trying to make. A certain food crunchier when people experienced it, to make it more like mouth satisfying.

Right. But it was because of the music that they were listening to while they were dining. Right. I mean, dining's not happening all that much anymore right now, but at the same time, when that does resume, um, the music that you play in a restaurant can have a big impact on, on how people experience the taste.

Jacob Harmon: Yeah. And I'm almost just thinking right now, thinking about all these different senses, tastes, sight, smell, hearing, touch. Like I think that would be an interesting exercise for a brand to go through like. Let's list all our senses and say, okay, what do people smell when they walk into our establishment?

Um, what do people hear? What music is playing when they see our ads or, or come into our shop or whatever it is. Um, or if it's a physical product that we're shipping to them, how does the product feel? How does it sound when you're taking the wrapping paper off or the, the, the packaging off, like all of these things that I just think it'd be a fun exercise for a brand to sit down and list them out and say, okay, What's good about these things.

What's bad about these things and what can we improve to make our experience better? Okay.

Jodi Krangle: definitely retail establishments, especially because when people go into your store, it should be an experience. And even the stores where the music is like loud and, and, you know, um, Designed for younger people. Yes. I understand that. But even younger people are going to walk out more quickly if you're assaulting their ears.

If it's too loud. It, they're still going to not spend more time in there then, then they absolutely have to, you know, and I mean, it's, again, it depends on the person, but, but generally when you're actually measuring these things, you will find that people will only stay around that sort of environment for so long.

And it doesn't matter how old they are. You know, you want to make a pleasant. Environment for the people that you are trying to get to experience your brand, but at the same time, you want to make an authentic connection with them. And sound is a really good way to do that.

Jacob Harmon: I love it. Wow. Okay. You've given me a lot to think about Jody. I appreciate that. Um, I know that you have a free PDF that you're offering.  Where can we find that? What are we going to learn from that? And then also, where else, if people want to connect with you or ask you a question , where can they find you?

Jodi Krangle: You're giving me a one

and then also.

sure. Uh, the audio branding strategy document that I have is five tips to be more intentional with your audio branding strategy. So if you're really looking for steps that you can take to. Give yourself some idea of what your audio branding could be and how to work that out. I've put together a PDF that is at voiceovers and vocals.com/audio-branding-strategy.

And if people want to reach out to me for either voiceovers or advice or whatever they want to talk about, I'm at voiceovers and vocals.com. And if they want to experience the podcast that is at audio branding, podcast.com.

Jacob Harmon: awesome. Well, thank you so much. I really appreciate it. And like I said, I've learned a lot, so I'm looking forward to editing and listening to this show again.