screwing with your voiceover brand
Every business has a brand and as Mitch Joel will tell you, every individual has a personal brand.
In the case of voice over, most folks are one person shops so the individual voice talent is often the brand. And by virtue of their sole proprietorship, their personal brand is often front and center.
BRAND = PROFITS
How prospective clients and even the general business community or passersby view your brand impacts your bottom line. You’ve got to understand this as fact. If you don’t, the rest of this post will be meaningless.
We are only aware of about 1/3 of the opinions people have of our brands (my very rough estimate, no science here) meaning that 66% of opinions on our brand…that thing on which we base our livelihoods…never makes it back to us.
We don’t know what potential clients are saying about our brand – personal or otherwise (yikes!)…which is why we must be ardent stewards of our own brands.
So when I see web examples of really poor branding (in my opinion) my head starts to throb. Not in anger or anything like that…more like pity because I know that I am hardly the only person who’s noticed these mis-steps. And they are too often so easy to fix/avoid.
LET’S SEE THE BODIES
Now of course, you want to see (and thereby have me “out”) the sites and their owners I will reference here because you’re also the person who slows down to gawk at accidents, I know. Well no dice.
It’s hurtful to single out someone specifically and that’s not my goal nor is it the point of this post.
“But,” you ask, “isn’t it hurtful to speak badly about a person’s branding even vaguely?”
Yes which is why I won’t be speaking badly about anyone. I will be pointing out mis-steps in branding and design which you can be sure to avoid. I will do this without specifically “brand-spanking” the sites that incited this post (I call copyright on brand spanking!).
“Yet by not being specific, aren’t you speaking behind their back, you backstabbing bastard?!”
Firstly, watch your language, potty mouth 😉 . Second, the point here is to get everyone to look at their own web sites and branding more critically. For some readers, the concept of branding is totally new. If you see some of yourself in any of my forthcoming comments, get offended if you wish but that would just be a waste of time. Rather see if you might want to at least think of revising your branding or presentation. Branding is an ever evolving process anyway…on-going analysis is always good.
CLUTTER IS NOT CONTENT
The first site is from a fairly well know media professional and educator. The site looks like it was designed in 1997 and really hasn’t changed much. There’s a blog that isn’t really a blog, text in sooooo many different colors that the Rainbow Coalition may sue for copyright infringement and its almost nothing but miles and miles of copy in 8 point font. It is jumbled and disorganized (to the eye) and if there is great content somewhere in there, you’ll burn your retinas trying to find it.
Note I said this media professional is an educator….credibility must be one of the hallmarks of his/her brand. Smart and somewhat sophisticated must be some of the other immediate impressions. They seem to be using a do-it-yourself web program and have put no thought into web design. Bad idea.
Based on this site, I could never train with this person even if they were the Albert Einstein of voice over. It would never be apparent how talented they might be. And isn’t that the saddest part of all…one who might be enormously talented gets ignored because (personal opinion only) their brand, their persona sucks?
Ours is not a bricks and mortar business, as it used to be. Often the web is the building. The wrapping paper matters and assuming that using the Sunday comics will be good enough for a web design (as is the impression I get with this person’s really bad design choices) well, that is a really bad plan for branding.
Simple, clean, uncluttered design is best. Among the most simple and effective voice web site designs out there are Bruce Miles and Dan Nachtrab. Certainly, their great voices are what sell you but their personal branding is professional…in two very different ways. Both enjoy good SEO success too.
BRANDING AND POSITIONING
Now let’s chat for a minute about how you position yourself in the voice over market place and how that fits into branding. This is going to be a sensitive area for a lot of industry people because the site I saw tonight positioned itself on being one the cheapest voice over service out there. They said they were “good” but their primary point of difference was low price….clear as a bell.
Point of fact, not opinion: every business has a low cost provider and there’s money to be made in them thar hills. Full disclosure (more on the opinion side of the fence here): I have a tremendous bias against such providers in any business because I think it lessens the value of an industry. And (completing the disclosure) I have, on occasion, shopped at Wal-Mart.
I think that low ball providers in voiceover are so bad because technology has given birth to thousands of talentless hacks who think they are voice talents and are willing (it seems, anyway) to pay their clients to let them do their voice work. “Cheap” is becoming synonymous (if not a standard expectation) with the voice over industry and that devalues everyone’s product. (Let the battle begin on that little paragraph).
The individual whose site I referenced this post was not talentless. The voice I heard was a fine radio voice doing spots…nothing bad there. The design was not awful either. It wasn’t inspiring but it did seem functional and that won’t hurt his branding. The mis-spellings on the copy might.
POINT OF DIFFERENCE
Back to the brand’s major point of difference: cheap. While maybe profitable volumetrically (and God bless ‘em for putting food on the table…that part I get and respect) I heard a level of client on the demos and saw a level of client in the testimonials that I kind of expected. Not exactly Chico’s Bail Bonds (that of “Bad News Bears” fame) but in the neighborhood. When you say you’re the cheapest, there will always be a certain client you attract….and many more you won’t.
Check the synonyms for the word “cheap”. I don’t want to be high priced Harry but I know the value of my talent and of my brand. Cheap and its associated meanings are not something I think are worth promoting. There are tons of branding options…stay away from cheap.
Thanks for reading.
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Hey Peter,
Great article.
With regard to brand, how does go about identifying their brand? I have one opinion about what I’ve got that can sell but I’m sure others see my brand differently than I see it myself. For example, someone once described my voice as “huggable”. I really like that description and thought about using a teddy bear as a logo, but that would mean dropping the voiceoverthespian brand in favor of the huggy-bear brand (and no I don’t mean the pimp for Starsky and Hutch). Whaddayathink?
Peter,
Thank you for the kind words. If anyone knows about marketing, it’s you.
Joe,
If I may, I would like to share my branding story with you..and many others.
My marketing is based on an immediate, emotional reaction when viewing my site. I want a prospective client to get a strong sense of what they are about to hear and the type of person I am, just by viewing the home page. So, I began searching for am image to convey that. First, I narrowed down the most common adjectives that clients would use to describe the aspects of my performance that lead them to hire me: intelligent, smart and friendly. Then, I began looking at my own lifestyle to determine how people view the way I live; most would say middle to upper-class, suburbanite or yuppie. That’s when the coffee shop idea came into play. We then began a hunt for an image that would reflect both the descriptions and my lifestyle. We looked at over a thousand pictures before coming upon 10 or so that would work. Then it came down to personal judgment and design format. My designer understood what I needed; took it and ran with it, keeping simplicity in mind at all times.
Thanks, again, Peter!
Dan
Peter,
You’ve written many excellent posts on your blog, but I think this one ranks at (or at the very least near) the very top. Well said, well written, well presented. My hat is off to you.
And you get no arguments from one on any of these fronts.
Be well,
Bob
Hi Joe:
What Dan noted in his article is a fine way to go about establishing your brand. After all, it has to reflect you.
But equally as valuable is what you started out describing…how someone described your voice. I might use this technique in sort of a mini focus group with trusted clients and peers. Give them an idea of what you’re looking for without leading them in any direction…see what comes unassisted from them.
Dan- you are very welcome. Your site has a great style and based on your comments in the past, does great on SEO. A wonderful combo.
Bob – you don’t wear hats! 😉 Thanks for your kind words, I do appreciate them.
Best always,
– Peter
Peter,
That is pretty much what I did. I had an informal survey of a couple of people on a VO forum and collected their feedback. The one that stuck with me is “huggable”.
Dan,
Thanks for the branding story. I like your coffee cup brand. I was toying with a similar idea a while ago. Hmm. . . Maybe a teddy bear having coffee?
Thanks again, one and all.
Joe:
That’s a great start…what I might consider (in addition to talking to friends) is checking with any people in the advertising or production biz.
They are the ones BUYING you…your marketing must resonate with them first and foremost.
Best always,
– Peter
Peter,
You’ve done it again!
/sigh/….I always have to THINK when I leave this blog…it’s getting tiresome!!!!
😉
Peace!
Liz
Hey Peter,
What a great article you wrote. Branding is so important for any business in any industry and this is something one needs to learn and understand. So a big thank you to you for helping us through the forest.
I loved your comment about branding being an ever evolving process. I rebranded myself back in October 2007 and the change has been immeasurable (spelling?). I’m not talking about the ego boosting pats on the back from friends who like the new brand but actual businesses and clients taking me seriously and treating me with a higher level of respect leading to better jobs and better pay rates.
Thanks again,
James
British Voice Talent
Liz:
You’re always thinking and you’re good at it. The tiring part is whether to do your thinking in English or French n’est pas?
James:
I love the graphic on your site and I’d love to see more of it. Between the html and the flag covering your name it’s all a bit layered for my taste. But the block letter concept (color on color) and the Union Jack is awesome.
Best always,
– Peter
James,
Very nice site. One quick comment though. When I navigate through the site, I don’t see a link back to the hojme page anywhere and your name isn’t a link back to the home page so you have to kind of back your way out of the site back to the home page.
Oh wait a minute, I get it, the demo’s link is the home page. Ah. Just a little confusion on my part I guess.
Peter:
Thanks so much for the response and please keep writing the articles.
Joe:
Thank you so much for your input. I set it out that way because i wanted “demo’s” to be the tab title. But once again I see the ever-evolving process in action and I’ll definitely take on your clever suggestion of making the name a link back.
I’m learning…..slowly…….but i’m learning.
James
Joe:
Ok my turn – I like the huggable teddy concept of yours but on your home page you have three demo’s two of which are in Spanish. This surely is from where your brand and logo should stem.
When i read your bio i read about the “latin from Manhattan” (a touch cheesy maybe but i won’t forget that phrase in a hurry, in fact i really like it).
So we have a huggable teddy new yorker called the “latin from Manhattan” – maybe the regular teddy that has an alter ego (super hero like) when he’s doing Spanish work – puts on his cape and glasses for that.
Just my thoughts.
James
Offering in the input, sharing the insight….for author and posters alike that’s what this site is all about.
Love it!
Best always,
– Peter
Nicely articulated, Peter. I’m hired to run “branding audits” of people’s sites (not just for VO, but mostly for VO), and I heartily agree that Dan Nachtrab’s site is exemplary. There is a look, feel, and message to his site selling his sound and services that is unified and top drawer. Kudos to Dan, to his designer, and to you for honoring it here.
Cheers,
Nancy Wolfson
James,
Thanks for the most excellent ideas and comments. I appreciate the feedback and will certainly give it all a good think.
Thanks Peter for fabulously thought provoking post and what’s turned into a great thread of commentary.
Hi Nancy:
Dan did a great job on the site and as I noted on another site (VO-BB.com) I gave him kudos for deciding against a blog because he really wasn’t into it.
In marketing, in web and in social media you need to be able to make an honest assessment of your commitment to a marketing channel to ensure its best chance of success.
Hi Joe:
You are entirely welcome. I love the interaction!
Best always,
– Peter
I’m a little late to the party – but just wanted to letcha know that this blog is a definite MUST-subscribe! Congrats!
Joe – sometimes you have to let go of what YOU think you are and just BE… BE what they think you are… because in the end, what THEY think you are, may in fact BE who you really ARE. It’s worked for me. Just be conscious of where the line is… that line that is easily crossed in an attempt to meet OTHER’s expectations. Where’s that line? Your heart will tell you. Either that or your wife/partner/girlfriend will.
PEACE my peeps.
-Anthony
Ah… the line with the spouse is often a moving one 🙂
Thank you very much for your kind words Anthony. I really glad you enjoy voxmarketising.
Best always,
– Peter
Anthony,
I was married for a long time and I don’t know if I ever let myself BE ME because I had to live up to her expectations. Now that I am single again, I am trying to find out who ME is. I just hope that when I find ME, somebody is willing to pay me for ME, you know?
Joe
Fear not, as you are already finding by the jobs you are securing, you have a future by being Joe….and a few other characters you’ve yet to discover.
Best always,
– Peter