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PODCAST

Audio Branding

Keeping a consistent sound in how you present your company really is the "hidden gem" of marketing. But audio or sonic branding influences us in many different ways and in many different places within our lives. Education is key! I explore that here, both with my own observations and by interviewing knowledgeable professionals in the field of advertising, marketing, music, technology and science. Want to be a guest on Audio Branding? Do you contribute something unique to the world of sound? Send me

education marketing

All Episodes

30:18

The Role of Simplicity in Sonic Branding: A...

Audio Branding ·

2026/04/01

“I give them a lot of credit because they use that so frequently, and that’s why they have so much success. I mean, it is an iconic melody in and of itself, but it’s that repetition and that usage, you know, whereas I feel like a lot of sound logo projects that come in, we’ll get to the finish line and they’ll be excited to use it, and then a month or two later, they’ll be like, ‘We’re not seeing quite the results that we’d hoped.’ It’s like, A, you’re not going to see it after a month, and B,

en

30:04

How Sound Design Revolutionizes Branding: A...

Audio Branding ·

2026/03/25

“Too much sound complicates things, it confuses things, and it causes annoyance and fatigue, too much brain power needed. Too much cognitive load, and it’s a known fact. So oftentimes companies will come to me and say, ‘Hey, we have, you know, sixty sounds we want to create.’ And I go, ‘Okay, cool. Let’s take a look at the list. Let me understand your product a little better and let’s try to find ways to strip it back.’ Because, you know, that can be very overwhelming for users.” – Connor MooreThis

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19:34

Making Your Mark in the Music Industry: A...

Audio Branding ·

2026/03/18

“I think, you know, what I mentioned before would really apply, and that’s sit down and really come up with a plan over the next twelve months. What do I want to do? Do I want to release a single every month or maybe it’s a couple of singles leading up to an EP and then actually execute that. And, you know, at the same time, be consistent. You don’t want to be an artist that puts out a few tracks and then, you know, goes away for about four years and tries to come back and do it again, because

en

20:31

The Psychology of Sound in Marketing: A Conversation...

Audio Branding ·

2026/03/11

“What can we do to make that number a thousand? That’s the kind of stuff we really focus on. We have tools and analytics within our dashboard to kind of help guide you with that and provide insight onto what strategies are needed to get to that place. But also, I think what makes a lot of sense is to have the right team around you for independent artists. You’ve got to have a really good manager, obviously a great distributor, a good entertainment lawyer, a good publicist, and a good online

en

37:30

Standing Out in the Age of AI Music: A Conversation...

Audio Branding ·

2026/03/04

“In this age of AI and, you knew I was going to go here at some point, so how can an artist differentiate themselves now that AI can basically create music with the push of a button? Like, it’s hard. It was hard before, and now we have this to worry about. I think you touched on it maybe indirectly earlier in the connection, the spirit of creating and being a human. I think it is the dopest superpower that we have, and I do believe that everyone has it. It’s just, you know, what level it’s in, but

en

32:18

The Healing Power of Music: A Conversation with...

Audio Branding ·

2026/02/25

“I mean, you know how it was with Michael. And when I heard that phrase, it was just... He saved my life. Like, what? He just sung a song, right? Like, but, you know, take probably one of my favorites, ‘Man in the Mirror.’ Man, it still gets me. So, just from an experience standpoint, and I’ve done some travels in mental health and, you know, talking to people, I do understand how important music, or how powerful I should say, music is. So it absolutely feels like that being a musician, and then, I

en

31:57

Creating an Authentic Sound for Your Brand: A...

Audio Branding ·

2026/02/18

“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™,

en

27:53

How Sound Shapes Brand Identity: A Conversation with...

Audio Branding ·

2026/02/11

“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

en

32:47

Unlocking the Power of Sound: A Conversation with...

Audio Branding ·

2026/02/04

“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

en

29:02

The Psychology of Sound in Marketing: A Conversation...

Audio Branding ·

2026/01/28

“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

en

32:06

Creating a Unique Audio Identity: A Conversation with...

Audio Branding ·

2026/01/21

“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.” –

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33:31

Building a Better Sound Studio: A Conversation with...

Audio Branding ·

2026/01/14

“But from that point, it was just a matter of, okay, I’ve got to put all this kind of stuff together now. And now that there isn’t a moving image that I’m necessarily locked into, I wield more power in regards to molding the action, so I could decide how a scene breaks down. And I think the example that I had given to you was, if we have a scene where two characters are in a room or one character walks up to another one, I can decide, am I the character already in the room? Or am I the person

en

30:30

Mastering the Language of Sound: A Conversation with...

Audio Branding ·

2026/01/07

“Step sounds in a game is a sample being repeated, and then people start to make little variations in pitch of this sample. And then they became increasingly sophisticated with middleware, and so a whole set of software emerged, a type of software game, audio middleware, that serves only the purpose of making sound, usually sample-based sounds, pleasurable to use in an interactive context. And there are many different strategies, layering, adaptive mixing, even spectral shaping and stuff like that

en

30:58

The Art of Captivating Sound Design: A Conversation...

Audio Branding ·

2025/12/31

“And I read this book, it was about acoustic communication. It was about how sound in everyday life mediates our relationship to the environment, and how we use it to communicate with each other, and so on, and that opens really a totally new field for me. So this was kind of the ignition, probably, for me to enter the non-musical sound world, which I’m still in. So there’s the world of noises, of everyday sounds and so on, and that’s how it started, basically. And from there I then came into

en

28:59

AI, Sound, and Authenticity in Business with Wil...

Audio Branding ·

2025/12/24

“I said, ‘this is a tsunami that is coming, and I'm either going to be crushed by it and drowned under it and it's going to destroy everything I've built, or I'm going to learn to surf the big waves, and I'm going to do whatever I have to do to surf this wave,’ which is what I did sort of at the dawn of online video. I was sort of one of the first probably one hundred agencies in the country that were consistently making online video back in 2008 or 2009. So was a brand new thing, right? And so, I

en

29:26

Sound, Storytelling, and Content Creation with Wil...

Audio Branding ·

2025/12/17

“I will say, as someone who has auditioned hundreds and hundreds, if not over a thousand, voiceover artists and listened to very talented people doing the same take over and over again, the recording quality, the sound quality, absolutely matters. And it's an immediate… There are so many people for me where it's an immediate ‘no,’ because the moment I hear the sound quality and it's not totally up to a pro level, I assume tons of things about that.” – Wil SeabrookThis episode’s guest is a former

en

22:45

From Portugal with Love: Talking Sound and Story with...

Audio Branding ·

2025/12/10

“I think sound is important because I believe it's the first sense that we develop even before we're born. And it's a way of knowing things, knowing the world. Even if you have your eyes shut, you can feel the place. You can feel if it's a big space, if it's an open space, a closed space. So I think it's our most basic feeling instinct that we have, and I remember, before my daughter was born, I would sing for her and her mom’s belly, would move. She would react to sound even before she was born

en

33:33

Blending Human Ingenuity and AI in Sonic Branding: A...

Audio Branding ·

2025/12/03

“And if you have fun with it, that's going to come across and, I think that's the missing piece. That's where I would start. If I was going to really trust an agency or musicians to create something for me, it was, like, how do we have a conversation or multiple conversations to get us to the most fun way of executing this? Because if you're having fun, you're going to come up with something unique. If you're not having fun, you're just going to try and get it out the way as quick as possible,

en

29:09

Crafting Authentic Sounds for Brands: A Conversation...

Audio Branding ·

2025/11/26

“You know it's the way that news passed between villages before there were any written word, you know, for anything to get around. I think we all know that it's incredibly integral to, initially, to survival, let alone to emotion. You know, if you could wrap important news in memorable melodies, then people were going to be less likely to die back in the day. So, I think there's a part of that within all of us. So yeah, I think you can speak very little of the same language but still be connected

en

27:53

AI and the Future of Music: A Conversation with Drew...

Audio Branding ·

2025/11/19

“I have a friend who’s a library film composer and produces podcasts, and I was talking to him, I was giving him the kind of same thesis I talked about today. And he’s like, ‘yeah, I get it. But like, I’m the one who’s going to lose the job.’ Cause what he, this very specific, specified job he has [is] of composing kind of anonymous music for podcasts. And he’s successful, he wrote the theme of Serial, and he’s done a lot of big podcasts in New York Times and NPR and, uh, and he’s like, that’s

en

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