EPISODE 179
Creating a Melodic Brand: The Surprising Way Sound Influences Your Sales
with Jodi Krangle
Did you know that playing French music in a liquor store makes shoppers more likely to buy French wine? Sound has a real impact on our buying decisions and Jodi Krangle is an expert in how to use it to your advantage.
Jodi has been a full-time voice actor since 2007. She collaborates with global clients like Dell, Kraft, and Lindt, specializing in Brand Voice, Commercials, Corporate Narration, and podcast intros/outros. Her podcast, Audio Branding: The Hidden Gem of Marketing, has over 230 episodes exploring the influence of sound. She also hosts sound-related discussions in Clubhouse and serves as a judge at the International Sound Awards.
Creating Your Audio Brand
Sound is a powerful part of branding that’s often overlooked. When someone listens to your podcast or YouTube channel during their morning commute, it’s an intimate experience. That’s why it’s important to be intentional about your brand voice.
Just like any aspect of branding, consistency is key. Repetition creates comfort and familiarity with your listeners. You should also consider who you’re speaking to. Keep one person in mind when you’re recording (maybe your ideal customer avatar or a friend you feel comfortable with).
Tips for a Great Sound
If you have a personal brand, chances are you’ll need to be on podcasts, record videos, or speak at events. Jodi’s first tip for sounding your best is to rehearse until you sound natural and conversational (not like you’re reading a script).
Second, keep a photo of a family member or friend in front of you while you record, and remember that your tone changes depending on who you’re speaking to.
Consider investing in a signature sound for your brand. Create consistency by using it at multiple touchpoints: podcasts, live events, and social media. There are lots of free audio options available online in directories–just remember that if it’s free, there’s nothing to stop your competitors from using the same audio.
Enjoy this episode with audio branding expert Jodi Krangle…
Quotes
“You don’t want to change your branding too often, because they find familiarity and comfort in that.”
“Psychologically, what I love about sound and how it switches on our brain is it affects all of our senses.”
“Your environment has a big psychological effect on what you buy, how much you end up buying, and how you feel about what you bought.”
“Our buying decisions and our everyday lives are really affected by sound.”
Links mentioned in this episode:
Podcast Resources
Visit Jodi’s website: http://voiceoversandvocals.com
Connect with Jodi on LinkedIn: https://www.linkedin.com/in/jodikrangle/
Audio Branding Podcast: http://audiobrandingpodcast.com
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