In this episode of the Women in Podcasting Show Jennifer Henczel interviews Voice Over Actor Jodi Krangle about branded sound and the voice over industry.
In this conversation, Jody shares her knowledge on the significance of audio branding, how it can help businesses grow, and the various elements that make up a comprehensive audio brand.
Jennifer and Jody talk about all kinds of branded sounds. Jody explains the definition of audio branding and why it’s crucial for businesses to be using audio branding in today’s digital landscape. She talks about the various elements of audio branding, including voiceovers, audio logos, branded sounds and brand music. By listening to this episode, listeners can gain insights on how to use voice-overs and create a compelling audio brand for their business.
They also discuss the use of binaural beats and ASMR for relaxation, concentration, meditation, healing and stress reduction. They mention that binary beats have different wavelengths that can put you into different states of mind.
Jodi also mentions voice over opportunities and how to get into the voice over industry.
offers voice-only intros and outros for podcasts on her website voiceoversandvocals.com.
They express their interest in discussing this topic further in the future as the industry is growing.
- For more information on that podcast, visit audiobrandingpodcast.com
- For more information on Jodi, visit voiceoverandvocals.com
Jennifer Henczel, HOST & Founder of the Women in Podcasting Show
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[00:00:00] Jennifer Henczel: Welcome everyone. Jennifer Henczel here from The Women and Podcasting Show, and I’m excited to bring to you today Jody k Crangle. Jody k Crangle has been a voice over actors since 2007 and has worked with clients from major brands all over the world, including Dell, B B V A, and Craft. Over the years, she’s learned a lot about sound and how it influences people.
[00:00:21] Jennifer Henczel: Her podcast on this subject is called Audio Branding, the Hidden Gem of Marketing.
[00:00:35] Jennifer Henczel: Welcome to the Women in Podcasting Show. Enjoy inspiring stories, interesting interviews, and powerful strategies from women around the world. Jennifer Henczel Spotlights. Today’s top podcasters, new podcasters and expert guests get tips for leveling up your life, gaining visibility, growing your business.
[00:00:55] Jennifer Henczel: Monetizing your podcast and so much more. We invite you to support [00:01:00] women in finding their voice and sharing their passion. It’s all about women empowering women.
[00:01:09] Jennifer Henczel: So welcome, Jodi. I’m so thrilled to have you here. You’re an active member in the Women and Podcasting Group, and we finally are meeting face to face for the first time. We’ve connected online for quite a while, so thank you so much for being here.
[00:01:21] Jodi Krangle: Thank you so much for having me. It’s a pleasure finally to meet you face to face.
[00:01:26] Jodi Krangle: You know, zoom to zoom, but yeah.
[00:01:30] Jennifer Henczel: Yeah. So you have an expertise that all of our members could really, really get a lot out of hearing what you have to say about it. So tell us about what audio branding is.
[00:01:42] Jodi Krangle: Well, uh, I’m gonna give you the definition that the International Sound Awards define it as, because they’ve been doing this since 2009.
[00:01:49] Jodi Krangle: I think that Sound Awards has been going on. So it’s been a while. They’ve been in the industry for a long time. So it’s a brand sound that represents the [00:02:00] identity and values of a brand in a distinctive manner. So that can be the audio logo or a Sonic logo that you may have heard, you know, like McDonald’s.
[00:02:09] Jodi Krangle: Uh, uh, you know, I’m loving it. And, uh, intel da da da da. Like we all know what that is, right? Um, and, uh, the branded functional sound. So if you say your GE Kettle has a certain way that it tells you it’s done, you know, a certain sound that it makes, et cetera, there’s all sorts of products on the market that do that.
[00:02:28] Jodi Krangle: And, uh, brand music or the brand voice, so a voiceover. Could also be a particular part of that audio brand. It’s a, it’s an overarching umbrella of sound that is the same way that some companies have an overarching umbrella of visuals. So a lot of them have, um, like intranets where all of the elements of their branding are online somewhere where everyone in the company can get them.
[00:02:56] Jodi Krangle: But often the only thing that’s thought about is the visual [00:03:00] aspects of all of this. So nowadays, because of all of these different ways that people are experiencing your brand, and often they’re experiencing it in ways that it’s impossible to show visuals, it’s a really important thing to have an audio representation of your company as much as it is to have a visual representation.
[00:03:20] Jodi Krangle: So, Lots of companies are spending millions of dollars on this. I mean, MasterCard being a case in point, they’ve over the last few years, spent a lot of money on their audio representation and for good reason, because it’s really starting to make them, uh, a huge player in just about, in any industry at the moment.
[00:03:43] Jodi Krangle: They’re, they’re dominating. Oh,
[00:03:47] Jennifer Henczel: that’s amazing. So now, Let’s back up a bit and if you could tell us about you and what kind of services you provide around this. Mm-hmm. And how you help people with this.
[00:03:56] Jodi Krangle: Uh, I don’t actually provide audio branding services. That’s not what I [00:04:00] do, but I can put people in touch with audio branding companies if that’s something that they want.
[00:04:05] Jodi Krangle: The reason that I got interested in this was because I’m a voice actor. That’s what I do. So if someone wants a voice, I could definitely help them with that. But the reason I started the podcast was because I was finding that a lot of people were not giving sound any thought until almost the end of the project.
[00:04:23] Jodi Krangle: So I was being tacked on like a bow on the present or icing on the cake, and no thought had been given previously to what that voice might do for the end result. If you plan this in the beginning, it makes a much more effective option. It. Reaches your audience on a much more deeper level because you know, it’s part of the whole production, it’s part of what you were thinking about from the beginning.
[00:04:49] Jodi Krangle: And really what sound does for us is it provides emotional context. So it gives us what we should feel. It tells us what we should feel. Think [00:05:00] about this in the way of, for instance, watching a movie. And if you’re watching a movie and you turn off the sound, Well, you get what’s going on with the movie.
[00:05:08] Jodi Krangle: You could probably follow the plot. You just don’t care about it. Right? Because it’s the music that gives you the context. Mm-hmm. It’s the, the footsteps or the movement, or the shuffling or the scream or whatever happens that gives you the idea of what you should be feeling. Around what’s happening on the screen.
[00:05:30] Jodi Krangle: And you don’t get that unless you’re hearing something. So I, I mean, you know, conceivably you could get something, but it’s just not as powerful, you know? Oh, totally. I
[00:05:40] Jennifer Henczel: love those funny clips where they have, they’ll put like a funny sitcom to a horror music or something. Yeah. And it totally changes the context sound is, it Totally does.
[00:05:49] Jennifer Henczel: So important. I’ve been so impacted by great soundtracks. Mm-hmm. I just love great soundtrack movie soundtracks, so, okay. So, If we could back up a little bit, tell us a little [00:06:00] bit about more about you and your voiceover services.
[00:06:03] Jodi Krangle: Sure. I provide voiceover for commercials and corporate narration. I’ve done, uh, in show TV narration.
[00:06:11] Jodi Krangle: I do some promo. I’ve done intros and outros and ads for podcasts on a regular basis, and am currently attending the, uh, pod Fest conference right now. Uh, as a sponsor actually. So, uh, I’ve been talking with a lot of people, uh, about their podcast, which is a lot of fun. And, uh, yeah, I’ve been doing this for about, um, 15 years now, almost 16, actually coming up, um, full-time.
[00:06:39] Jodi Krangle: So, yeah, I, I have worked with a lot of companies and, and I, I really love it. It’s just, it’s feeding my creativity in ways I. Didn’t think was gonna be possible. Honestly. Like, it, it really, it, it, how odd to say this, but it completes [00:07:00] me. There you go.
[00:07:02] Jennifer Henczel: That’s amazing. And I love how podcasting is really, really, really growing now.
[00:07:07] Jennifer Henczel: I mean, we can really feel it, especially since the pandemic. And so your services must be more in demand than ever.
[00:07:14] Jodi Krangle: Well, I will say that I wasn’t hurting during the pandemic because I’ve had a home studio forever. So for me, it wasn’t a matter of I needed to go into a studio that was then closed because of Covid.
[00:07:25] Jodi Krangle: Mm-hmm. Uh, I could do everything from home, and I al I had already had that set up long before Covid hit. So, yeah, I, I was pretty well situated before all of this. Shut everything down, and now that it’s opening again. Yeah. Still fine.
[00:07:42] Jennifer Henczel: Yeah. Yeah. That’s great. That’s great. So, and a lot of people are just started to embrace podcasting and we can see in the women a podcasting group, it’s such a beautiful community.
[00:07:52] Jennifer Henczel: Not just our group, but like the podcasting industry in general. It’s such a supportive, encouraging industry and, and [00:08:00] community. Yeah. And so do you have any tips for people, because some of the women are coming in and they’re just, Loving it. Like, like they love everything about podcasting. So do you have any tips for, uh, voice, how people can work with
[00:08:12] Jodi Krangle: their voice?
[00:08:13] Jodi Krangle: Well, I, I think one of the first things you should do is stay hydrated, cuz that helps a lot. Uh, but the next thing is to not worry, uh, so much about what your voice sounds like. This is gonna sound really counterintuitive, I guess, but the reason that people listen to shows is because they like the host and the, the host voice.
[00:08:33] Jodi Krangle: I mean, you know, some people might like your voice, some people might not, but it’s not something to freak out over. It’s you and your voice has lovely nuances that some people are gonna love and some people are not. And that is perfectly fine. There’s nothing wrong with that. And if you wanna get used to the sound of your own voice, I would say record yourself because your recording voice is going to sound different than what your voice sounds [00:09:00] like to you in your own ears.
[00:09:02] Jodi Krangle: So, Yeah, just, uh, you might wanna try recording your voice and listening to it back, and then getting used to that. Oh, that’s
[00:09:09] Jennifer Henczel: great. Those are great tips. And then if anybody wants to sort of pursue more voice acting work mm-hmm. Because they’re just really enjoying podcasting and maybe they want to look into that and see what they can do to, to earn some extra income or something.
[00:09:22] Jennifer Henczel: Is that a possibility? Is that something people can pursue? Is there enough work out there right now? Uh, there
[00:09:28] Jodi Krangle: is plenty of work. It’s just a little harder, I think, to start making it a full-time thing from this just because, you know, the whole AI thing is coming in and a lot of the lower tier stuff is being taken up by some synthetic voices, unfortunately.
[00:09:44] Jodi Krangle: Uh, so. Getting yourself established can be a little harder. That’s not to say that you shouldn’t try it. If it’s a passion of yours, definitely go for it. There’s a website called voiceover extra voiceover xt a.com that I highly recommend anyone who’s interested in [00:10:00] this checkout because they have articles and columns written by.
[00:10:04] Jodi Krangle: Coaches and workshops that you can take that are fairly inexpensive and workshops that you can watch after the fact that are fairly inexpensive to to purchase. And that’ll give you an idea of maybe what genres you might wanna get into and the ideas of what it takes to be in that genre and actually perform in that genre.
[00:10:25] Jodi Krangle: And the other thing that I would say is, if you really want to be good at this, the trick is to be able to read without sounding like you’re reading. That’s, that’s, I mean, bare minimum, it’s acting, right? So the idea is that you, if you are reading someone else’s script, and that’s normally what happens when you’re a voice talent, you’re given a script and you’re supposed to perform it and make it sound like it’s the best thing since sliced bread, right?
[00:10:50] Jodi Krangle: Like you are into whatever it is you’re saying, you care about what you’re speaking. So the trick with that is to have a really good ability to site [00:11:00] read. So being able to read a script. And be a little ahead of yourself and be able to read well without sounding like you’re reading is going to be pretty important.
[00:11:12] Jodi Krangle: So practicing, you know, taking an article or something from a website or from a magazine or something and just reading out loud can really help a lot. Tell us a little
[00:11:23] Jennifer Henczel: more about your podcast and where people can find it. And we’ll also put a link to it in the show notes at Women and Podcasting. Dot net and click on podcasts on the website there, and you can find this episode and all of our episodes for the Women in Podcasting Show.
[00:11:38] Jennifer Henczel: Mm-hmm. And yeah, we’ll put your link for your podcast and, and all the links so people can connect with you. So what, yeah, what else would you like to share about your podcast and about you and what you offer?
[00:11:48] Jodi Krangle: Well, the podcast itself is called Audio Branding, and like I said, the reason I got into it was because I was feeling that a lot of people weren’t paying enough attention to sound like it.
[00:11:58] Jodi Krangle: Just in my business as a [00:12:00] voice actor, it wasn’t the first thing or even the third or fourth thing that they were thinking about. And I think the. The uh, the idea, I think people have this, um, idea, they take it for granted cuz you hear sound all around you. It’s everywhere in the background, it’s in your life.
[00:12:17] Jodi Krangle: And often we don’t pay enough attention to it, but it is influencing everything that we do in our lives a lot of the time. So I wanted to have a podcast that talked about how sound influenced our buying behaviors, which is where audio branding comes in. But also how it influences our lives. So I go a little more deeply, a little more deeply into things like healthcare and how sound can help in healthcare.
[00:12:41] Jodi Krangle: You know, like solving the problem of the beeps in hospitals. Uh, I had someone on who, who said that, uh, his mother-in-law who was a, uh, nurse called it a beeping hellscape. And it’s not very conducive to making us feel better really when you think about it. And there’s so much more that can be done with the [00:13:00] soundscape in hospitals or any place it where healing is supposed to happen.
[00:13:04] Jodi Krangle: So, you know, things like that. Things like, uh, film and Foley and as SMR and binary beats and. Uh, audio tech and public speaking and voiceovers and podcasting and all sorts of interesting topics, all having to do with sound and storytelling and all of that. It all has a sound aspect or is mainly sound, and so I wanted to talk about that and just.
[00:13:33] Jodi Krangle: Go more deeply into what all of that, what the implications are and how it influences our lives. I
[00:13:39] Jennifer Henczel: love that. You mentioned by normal beats. Paul and I have been listening to Boral Beats for about 20 years. Oh, okay. And we just absolutely love it. We listen to it all the time.
[00:13:48] Jodi Krangle: Yeah, it really affects us.
[00:13:50] Jodi Krangle: Yeah, there’s a lot to be said for using sound for healing, and I know that, um, I took a deep dive into A S M R when I started doing research [00:14:00] for a solo podcast. I have both solo and interview podcasts and one of the solo ones I did on a as S M R and I was just fascinated by the whole thing. And I went down the rabbit hole, like I listen and watch now all the time.
[00:14:14] Jodi Krangle: So I’m an ASMR junkie at the moment. Ah. Yeah.
[00:14:19] Jennifer Henczel: Yeah. I haven’t tried that too much, but my daughter’s tried it. Mm-hmm. And she likes it. Yeah.
[00:14:23] Jodi Krangle: Yeah. But so it’s very good for, um, for relaxation, very good for lessening stress. Mm-hmm. So, yes. So yeah, something that I, I mean, not everyone, not everyone can get into it because some people find it, um, like it gives you brain tingles.
[00:14:38] Jodi Krangle: So like, it’s, it’s kind of that feeling that you are, um, experiencing something that is relaxing you, but also like, Putting you into a different state of mind, I guess it’s kind of a weird, and some people might find that creepy, right? Like it may, it may freak them out a little bit if they, if they experience that.
[00:14:58] Jodi Krangle: So you have to [00:15:00] either, Understand how it works or, and be okay with it. Or if you’re not, then as SMR is probably not for you, or you have different triggers. Everyone has different triggers. So yeah, it’s like binary beats have different wavelengths, right? Mm-hmm. Like so listening to different wavelengths will put you into different states of mind.
[00:15:18] Jodi Krangle: Mm-hmm. So, Uh, yeah, there’s, there’s all sorts of ways to, to use this to relax you though, like it’s, it’s very, uh, meditative.
[00:15:28] Jennifer Henczel: Yeah. We use binaural beats for concentration. Mm-hmm. There’s healing ones. There’s relaxation and meditation ones. Well then how can people tap into your services? Do you offer, I know for my community specifically, I think people would be interested in your, do you offer intros and
[00:15:44] Jodi Krangle: outros?
[00:15:45] Jodi Krangle: I do. Yeah. Uh, the voice only. Usually I do have someone that I can, uh, get them in touch with if they need the whole production, um mm-hmm. But generally I provide the voice only and yeah, my website [00:16:00] email@example.com. So there is, uh, under the demos section, there is a specific section for intros and outros for podcasts and, uh, all sorts of stuff on there that they can check out if they want to.
[00:16:11] Jodi Krangle: And. Yeah, I think we’ll have
[00:16:14] Jennifer Henczel: more conversations in the future about this because this industry is growing and growing. It really is, and I think you and I could just go down the rabbit hole on a lot of this stuff and chat all day. Yeah. So thanks so much for being here, Jody.
[00:16:27] Jodi Krangle: Thanks for having me. I appreciate it.