“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 Dargie

This 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 Whisperer

We 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 Sound

Michael 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 Design

As 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 Summary

Michael 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.

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