One of the current trends in the advertising market is for business owners to represent themselves as the face and/or voice of the company. Justifying their commercials with excuses such as: “It will not cost as much if I record myself on my radio and television presence” or “No one else knows my business like I do”.
Another inclination is to have actors portraying real customers extolling the virtues of a product or service. Testimonials work well IF the voice or talent are authentic – sometimes.
Targeting a specific demographic which is not the specific audience of a business and depicted by a bad choice of the actor has many minuses.
What does a company do to set them apart from others? As a book on Marketing from several years ago commented: “If you can not be FIRST in a category, start your own category where you can be FIRST”. Buck the trend and create a Voice Over Brand for your company with a distinctive sound.
Determine what your clients want, need, and whom they are. Cater to those pursuits with a clear voice which emotes respect, empathy, and strength in what they hear of your Brand Image.
A Voice Over Brand for commercials refers to a consistent personality, tone, and style of language that a brand uses in its advertising to communicate with its audience, making it feel more familiar and human. Key to an effective commercial voice over brand is a deep understanding of the brand’s target audience, a personality that aligns with the overall brand identity, and a consistent, unique message that stands out from competitors.
Developing a Voice Over Brand requires time and consistency. A new voice over artist hawking your wares every few weeks or at the whim of a new advertising campaign will not forge the image desired in the customers mind.
Build Relationships: Look for opportunities to establish long-term working relationships with talented voice actors for future projects.
Sustainability: Will this project be a one time thing? Or, in respect to your brand, is this the beginning of something longer? If so, the voice talent you choose for this project might go on to become “the voice” of your brand. So,, “think brand first.” That is, try to find a voice talent that personifies your brand and it’s goals for a long term.
Choosing a solid voice to like Frank Frederick “The Voice” TM (gratuitous plug noted) as a Voice Over Brand cements a subtle relationship with shoppers by identifying a product or service every time consumers hear or view your messages.
As an example of this idea can you imagine what an advertisement for a certain insurance company would sound like without Flo? Or, Gilbert Gottfried playing Darth Vader? Does not draw a pretty picture in your mind’s eye, does it?
Connect with Frank Frederick “The Voice” TM to learn about Voice Over Branding for your business by using the Connect tab on this site.
