Audio Branding

Creating an Authentic Sound for Your Brand: A Conversation with Michael Dargie – Part 2

“I’m blown away by it. So, when I close my eyes and I listen to these things, and I hear those textures and I understand the footsteps coming from afar and getting closer and, you know, like, this stuff matters. Like, it paints the picture [so] that I don’t even have to have my eyes open. I can see the whole movie happen with sound.” – Michael DargieThis episode is the second half of my conversation with founder & executive creative director at Make More Creative, and Author of BrandJitsu™, Michael Dargie as we talk about his approach to uncovering and building up a sonic brand, how close we are to fully synthetic voiceover, and his insights as a marketer and director into what he’s looking for in a voiceover artist.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) - Finding Your Brand’s Unique SoundThe second half of our conversation begins as Michael talks about how the art of quickly building up a story in improv intersects with storytelling in branding. “What do you do? Why do you do it? Who do you do it for? Why do they care?” he asks. “It’s that circle of expectations. And it doesn’t have to be perfect and it doesn’t have to be sales-y.” He shares more about his process for establishing a brand’s sonic identity and the building blocks of a successful campaign. “I think from a brand standpoint,” he explains, “and a sound specific standpoint is, ‘What is true for the brand?’ Just to oversimplify, ‘are you comedy, are you rock and roll, or are you country? Are you Donnie or Marie?’”(12:30) - The Balance of Sound and StorytellingMichael walks us through his process for casting and directing an ad campaign for a company that wanted to build a more versatile brand image. “We were trying to show that it’s manufacturing,” he tells us, “going from idea to thing to in the hands of somebody who needs a thing. That was the narrative arc. So part of it was I really wanted a feminine voice to tell that story.” He describes the casting process and what sets the right voiceover artist apart from the competition. “I think the other thing too,” he says, “that you’ll know as well is like, are you direct-able? Can you take a note and then do something with it and surprise us with your new approach to it? …Especially when you’re doing a read that’s maybe not even half a page, but you have to go through eight emotions.”(24:37) - The Future of Sound in BrandingOur conversation wraps up as Michael shares his thoughts about the power of sound, and how critical it is to a successful ad campaign. “It’s not something to be thrown away or to be tucked in at the end,” he tells us. “It’s your palette, and I think it… serves the visual that you’re going for. It’s the subtext for it all.” He tells listeners how they can get in touch and offers his thoughts on AI and where humans fit into the mix. “My agency name is Make More Creative,” he explains, “because that’s what we do… We are using AI for a lot of stuff right now, but we always have people in the mix.”Episode SummaryMichael’s improv-inspired process for discovering what sound represents a brand.He explains the importance of sound in building the brand’s narrative.Michael’s insights on AI voices and the evolving role of sound in marketing.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

How Sound Shapes Brand Identity: A Conversation with Michael Dargie – Part 1

“I don’t know if you can see it, [but] that’s an octopus. Yeah, on my upper arm. If you’re not watching this, the audio version is, there’s sunlight coming through and it’s dappling across this octopus. I’m a scuba diver. I really did believe, when I was young, that I was going to be a marine mammal biologist. That was my destiny. I watched Jacques Cousteau and I was all about it, and then life happened and I wasn’t all about it. It was until later in life that I got into scuba diving.” – Michael DargieThis week’s guest is a storyteller, creative instigator, occasional octopus whisperer, and founder of Make More Creative. He mentors with Calgary Economic Development and Canada’s Trade Accelerator Program, and speaks regularly at incubators, colleges, and universities. He’s the author of BrandJitsu™: Move Your Brand From ‘Meh’ To Memorable, a methodology that helps companies find, shape, and share their stories, and he’s a creative chaos agent with Loose Moose Theatre and Dropbear & Panda Productions, and the host of the multi-nominated RebelRebel podcast.His name is Michael Dargie, and in this episode, we’ll be diving into the power of sound in storytelling, branding, and bold creative expression. From podcasting to performance, he shares how voice and sound shape everything he creates—emotionally, strategically, and playfully. You’ll hear how his experiences as a comedian, filmmaker, and entrepreneur all connect through the thread of sound. And whether you’re a fellow storyteller or just love great audio, you’ll leave this conversation inspired to find your own voice, and maybe stir up a little creative trouble while you’re at it.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) - Becoming an Octopus WhispererWe start the conversation off with Michael’s early memories of sound, which in his case includes gunslinger ballads on the family stereo. “I would just listen to these songs,” he says, “these stories, and just get lost in the moment. I would let my brain drift away and see it all happening.” He also tells us more about what it means to be an octopus whisperer. “I have been diving with them,” he explains, “I’ve interacted with them, I’ve hung out with them. I love them. They’re. They’re smart. They’ve got, like, nine brains. You know, each arm has its own brain. It’s like distributive intelligence.”(13:01) - Creative Rebel in SoundMichael talks more about being a creative rebel, and how his podcast, The RebelRebel Podcast, aims for people who don’t necessarily fit just one creative box. “It’s for creative rebels and entrepreneurs,” he says, “people that go left when people go right, you zig when others zag, and I’m curious about that story. So if you fit that model, then you’d be a great fit to the show.” We discuss his improv comedy experience and the lessons it taught him about marketing. “[Improv] is a huge part of it,” he tells us. “Like, you agree to what’s happening and then see where it goes instead of blocking the scene or stopping the action… You’d be like, you know what? Heck with it, let’s find out.”(22:24) - Podcasting and Sound DesignAs the first half of our conversation wraps up, Michael tells us about his book BrandJitsu™ and the foundational role of sound in branding. “The top of the iceberg,” he explains, “is the stuff that people see or hear or interact with your brand. What’s below the surface are all the things that matter and enable it to be there for you to enjoy. This book is all about all those pieces below the surface.” We talk about how sound sets the stage for a brand, and how it’s best utilized by a brand. “I think music and sound becomes subtext,” he says. “It contrasts what we see, and I think contrast is the most important part of any experience… What are these things? Why are they pulling at each other?”Episode SummaryMichael shares his formative memories involving music and storytelling.An exploration of what it means to be a creative rebel when it comes to sonic branding.Michael talks about his podcasting experiences and the importance of sound.Be sure to tune in for next week’s episode as we continue to explore the surprising intersection of improv comedy and audio branding, we talk about some of the commercial campaigns Michael’s worked on, and about his approach to finding the sound, mood, and voiceover artist.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

Unlocking the Power of Sound: A Conversation with Jeremy Toeman – Part 2

“I think there’s nothing that truly resonates across all of your senses like sound does. If I’m watching something gorgeous, it’s a feast for my eyes, and it starts and ends there. But if I’m listening to something, it’s the one thing that can truly always be in your brain presence — always bringing things up or bringing things down. I mean, if you’re in a bad mood, one of the five ways to get out of it is going to be put on music, guaranteed.” – Jeremy ToemanThis episode is the second half of my conversation with founder of Augie, media and technology leader, and entrepreneur Jeremy Toeman as we discuss the sometimes-random twists and turns that created social media as we know it, the lessons he’s drawn from video-game design to help improve audio-first UX, and his perspective on balancing AI efficiency and human authenticity.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) - The Role of Sound in BrandingThe second half of our discussion begins with a look at podcasting, and why Fortune-500 interviews aren’t always the best approach for a business podcast. “They’re not really leverage-able,” he explains. “There’s not a lot of practical value in, like, ‘he gets up at 5 AM every day and does a 20-minute cold plunge, and he doesn’t look at any device and only eats oysters.’ Okay, but I’m never going to do that.” We talk about what AI has to offer podcasters and about how its ability to sift through user data and predict trends can impact even the most seemingly human elements. “I had someone blow my mind the other day,” he says, “He got on my podcast, and he had used an AI tool to listen to my other episodes and then predict for him what questions I would ask him… And it was pretty on spot.”(12:15) - Practical Tips for CreatorsWe talk about UX design for everything from software apps to smart devices, and how he’s taking his cues from the video game industry. “Think about tech products,” he says, “video games have music. They have sound effects, music... There should be so much more in our tech world where audio can make it a more satisfying experience..” He tells us about his daughter, who’s just published her first indie video game, and the hands-on approach to Foley sound effects that her experience taught him. “We were in my car and it was making this weird noise when you open the door,” he recalls, “and she’s like, hang on, can everybody be quiet? And she grabbed her phone and went to record it.”(20:00) - Enhancing Your Brand IdentityAs our conversation comes to a close, Jeremy talks more about the power of sound as a branding tool. “I think there’s nothing that truly resonates across all of your senses like sound does, right?” he says. “Like, if I’m watching something gorgeous, it’s a feast of my eyes, and it starts and ends there.” He tells us about his upcoming projects and AI developments, and how he’s working to balance the human and AI elements of new media. “We don’t want to take away from video editing or voiceover actors or principal photographers or any of these people,” he explains. “We look at how what we’re doing will be additive overall to the video ecosystem, and that includes voiceover actors and all the rest.”Episode SummaryDiscussion on how sound influences brand perception and user experience.Jeremy offers advice on using sound effectively in product design.Jodi wraps up the conversation with key insights and calling for action.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

The Psychology of Sound in Marketing: A Conversation with Jeremy Toeman – Part 1

“I love the use of AI voices or synthetic voices for people who might, you know, they’re embarrassed. I’ve worked with engineers my whole career, and sometimes, like, it’s not that they don’t want to tell their story or break something out there, but maybe they just don’t have the self-confidence or they were made fun of as a kid. I mean, I’ve always thought I had a super nasally voice and never liked the sound of my voice. And years into public speaking, I’m like, fine, I can, handle it now. So I love it from that perspective of, if, for some reason you couldn’t, now you can. I hate it from the perspective of, well, you can’t have the human do all this stuff, but instead you just sort of one-clicked it and now it’s sort of an average, generic, mediocre, you know, as they say, AI slop.” – Jeremy ToemanThis episode’s guest is the founder and CEO of Augie, an AI-assisted video creation and editing studio for marketers and social media managers. He’s also the creator and host of Founder at 50, a podcast and newsletter exploring the challenges and reinventions faced by entrepreneurs later in life. He’s held leadership roles at WarnerMedia, Etsy, CBS Interactive, and Sling Media, and founded several successful startups in the media tech space. His name is Jeremy Toeman, and we’ll be digging into how sound shapes trust, helps tech feel more human, and why even a simple “ding” can change a user’s experience. If you love the magic where tech and storytelling meet, this one’s for you.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) - The Emotional Power of SoundOur discussion starts with Jeremy’s early memories of sound, including a childhood movie that’s made a lifelong impression on him. “They incorporate, like, opera,” he describes 1979’s Breaking Away, “into the scenes. When he’s bike racing, you’re hearing like The Marriage of Figaro in the background. And the last time I watched it through, there’s something, like, every time the music would hit these moments, I’m just like weeping on my couch.” He shares his perspective as both a child and a parent when it comes to watching scary movies, and we talk about the hidden role cinematic sound plays in setting the mood. “If you not only turn on the lights,” he explains, “but simply mute it... They might still get tense, but, like, the thing that rocks them to their core goes completely away.”(11:46) - The Evolution of Audio TechnologyJeremy tells us more about his career journey, including the pioneering MP3 and streaming technologies he helped develop around the turn of the millennium, and how the limitations of the early internet led to a stronger focus on sound quality. “If the video buffered,” he explains, “you would be expecting it. It was normal. It was 2005, all video buffered, there was no such thing as non-buffering video. Whereas if the audio skipped even a little bit, it would just be really jarring.” He discusses some of the major brands he’s worked for, such as CBS and WarnerMedia, and the people skills that working at such large companies taught him. “There’s a saying that nobody quits a company,” Jeremy says, “they quit a manager. And so for me, a lot of my time was really trying to grow my, what they call the soft skills, but I think are the hard skills, which is how do you make teams of people with disparate priorities, perspectives, values, needs, how do you get them to really align?”(19:01) - AI’s Role in Creative ProductsThe first half of our conversation wraps up as Jeremy talks about Augie’s approach to AI and the hurdles his company’s working to avoid. “It bothers me personally,” he says, “that [we could] end up in this place where, like, 80% of the content is written by a bot, said by a bot, visualized by a bot, and then, wait for it, watched by a bot.” He explains how his technology balances the human and algorithmic elements of content, and his belief that, when there’s a choice to be made between the two, the human side should come first. “Is it all about what’s going to get me the absolute maximum new audience?” he explains. “I mean, from one angle, sure. But from the other angle, I want the audience that is like, I like this Jeremy guy, he talks about this, that, and the other. And, like, oh, you put a clip up talking about Arrested Development, not AI. Well, AI is going to do better SEO, but Arrested Development is my favorite TV show. So that’s the one that went live.”Episode SummaryDiscussion on how sound shapes audience emotions in movies.Jeremy discusses his career journey and the tech behind sound.The role of AI in enhancing creativity and audio branding.Tune in for next week’s episode as we talk about why podcasters shouldn’t always aim for the biggest success stories, how his daughter’s work as an indie game developer has given him a behind-the-scenes look at video game sound design, and how AI video editing is transforming the ad industry.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

Creating a Unique Audio Identity: A Conversation with Joshua Suhy – Part 2

“That’s a big thing that I always like to try to put together in the shows — creating the sense of space, where we are taking that audience somewhere. And sonically, what does that sound like? I like having a lot of detail on, okay, this space, i.e. this portion of the episode. It’s like, if I go back to the American Kennel Club example, okay, this is Missouri in the 1850s in the summer. Okay, cool. I can work within that. There’s a lot of information and detail there that I could pull out.” – Joshua SuhyThis episode is the second half of my conversation with JSS Audio Sound Designer, Audio Engineer, and Producer Joshua Suhy as we discuss how he helps synergize the aural and visual components of a branded podcast, his advice to people who are still building a reputation in the sound industry, and the best strategy to new podcasters looking to avoid the dreaded “podcast graveyard.”As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) - The Importance of Sonic BrandingAs the second half of our discussion begins, Joshua talks about his work with marketing teams and what it takes to align a new audio brand with an established visual identity. “A missed opportunity that lots of brands aren't paying attention to is trying to figure out what do we sound like,” he says. “How are we coming across to an audience on an audio, an aural component versus just visual?” We discuss how music and sonic logos fit into branded podcasts, and about the versatility of original music content. “You can begin to see the possibilities,” he explains, “if you own the IP, [of] how much more capability you have creatively if you actually own the content that you're working with.”(14:20) - Branded Podcasts and Flagship ShowsWe talk about sound design and his advice for sound engineers who are just starting out in the industry. “The biggest thing, I think,” he says, “is to establish rapport with the agency or the people that you're working with, being able to trust them, but with the understanding that it's a symbiotic relationship between the two of you.” He tells us about how branded podcasts differ from regular content, and how the branding goes beyond just commercials and interstitials. “A big thing is really being able to figure out what is your voice,” he says. “What is the brand voice? What are you looking for in your show? What audience do you want to reach? And, essentially, creating an audience avatar of this.”(20:30) - Advice for New Audio ProfessionalsOur conversation wraps up as Joshua explains why it’s better to start slow as a podcaster, and why monetization shouldn’t necessarily be the primary goal. “If it leads to that, that's great,” he tells us. “But if your sole and only motivation behind your podcast is to make money, chances are you're going to be disappointed, and chances are your show is going to end up in the podcast graveyard with a lot of other people.” He shares how listeners can get in touch, and why sound designers shouldn’t write off their early mistakes. “That particular approach that you did for that episode may not have worked,” he says, “or the sound design approach didn't work for this, but that could be exactly what’s needed to help make the next episode or the next show go from good to great.”Episode SummaryHow brands can set themselves apart from the crowd through sonic branding.Exploring how branded podcasts blend brand identity and useful content.Joshua shares his insights as a sound designer for those starting in the industry.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy