The Jeopardy song. James Earl Jones voice. The Netflix sound.
Did you hear each of these in your head when you read the words? These sounds represent specific brands. Sounds – whether it is a song, a voice, or a recognized tone – immediately bring something to mind.
Jodi Krangle, my guest on this episode of The Pursuit of Purpose, is a voice artist who helps bring brands to life with her voice. Our discussion focuses on what she wants to know about brands to help her bring her best voice to the brands who hire her.
Five things to consider about audio branding
- Who do you want to reach?
- Why do you want to reach them?
- Which media are you going to focus on first?
- Identify your brand voice
- Know where to look for music, sound effects and voice actors
Sound is the quickest way to a person’s heart. Know what you want them to feel and you are half way there.Jodi Krangle, voice artist
Did you know….
There are sound regulations in the casino industry? Jodi talks about a conversation she had with John McClain. If the “shave and a haircut” sound is used in a slot machine as a win tone, it has to be the complete music phrase – not a portion of it. This is because it is too manipulative. People will continue playing – compelled to keep going – until they hear the final notes of the jingle. There are not similar sound regulations in the advertising industry – but maybe there should be?
John McClain is the owner and sound designer/mixer and owner of The Dog and Pony Show in Las Vegas. He is an instructor in the film department at UNLV. You can listen to Jodi’s interview with McClain on her podcast, episodes 8 & 9.
Here is Washington Post article about how sounds in a casino can manipulate the patrons.
About Jodi Krangle
Jodi Krangle has been a voice actor since 2007 and has worked with clients from major brands all over the world in industries like health care, charities & non-profits and the hospitality/travel market. But it was quite a journey to get there – from selling computers in a time when not many women were doing that, to teaching herself about the Internet and the world it opened up. In 1995, she created an award-winning songwriting resource website called The Muse’s Muse and began a business of her own doing SEO and Internet marketing.
When she switched to voice overs, she was well-prepared for the new world of online promotions and getting her own work. She’s also a singer. In 2015, she put out her own album of jazz, blues, and traditional tunes (jodikranglemusic.com). Over the years, and doing what she does, she’s learned a lot about sound and how it influences people. She’s launched a new podcast called Audio Branding: The Hidden Gem of Marketing.
Resources mentioned in this episode:
- Jodi’s website: www.voiceoversandvocals.com
- Audio Branding: The Hidden Gem of Marketing podcast
- Download Jodi’s Five Tips for Implementing an Intentional Audio Strategy
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As part of the Brand Confidence Mastermind, you’ll focus on creating an understanding of your brand, your audience, the services you provide, and the experiences your clients have with your business.
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