How to find the right voice for your brand
Does this voice fit your brand? Is there a connection? In other words, when you envision your brand ‘talking’ to a potential client, is it the voice that fits? Think of your brand voice like a sonic logo. It must be on point with your vision and appeal to your target demographic. Keep in mind that, every voice is unique, so take the time to find one that truly represents your brand, your company or your project. Reviewing a talent’s voice over portfolio or “demo reels” is a great way to listen to a potential partner. Always ask the voice actor for a custom audition. These should always be at no cost.
Author Simon Sinek penned the following:
Great companies don’t offer us something to buy.
Great companies offer us something to buy into.
How does the voice of your brand represent that concept?
Clearly communicate what you need from a vocal talent
Your voice artist needs to sound as passionate and knowledgeable about your brand as you are, if not, it will sound flat and disconnected. Imagine seeing a sumptuous gourmet plate at a Michelin star restaurant, but the taste leaves you uninspired and your wallet a few dollars lighter. From the recipe(or script) to the final plating, every piece of the project, or meal has to connect with your customer. Clearly articulate the vision of your project as a professional voice talent should be able to make your vision an audio reality. Your brand or project’s voice artist should be part of your project team and need to understand the ‘why’ of your project. Good communication helps the talent understand the everyday vernacular of your business, which in turn saves you money by eliminating costly retakes. We’ll often set up a Zoom or phone call to chat with new clients so that everyone is on the same page with the project. We’ve assisted countless companies and brands around the globe achieve their branding vision through the power of the human voice.
Cost IS important, but remember…
Caveat emptor– let the buyer beware. There’s that old saying “You get what you pay for”. Like any purchase, hiring a voice talent is no different. It should be standard practice that you’re getting a trained professional talent, with a quality home studio. The audio needs to be pristine, so ask the talent you’re hiring about their studio and audio setup, even their training and how long they’ve been a working professional. Ask for recommendations from people they’ve worked with recently. What you’re paying for is experience and a great resource is the Global Voice Acting Academy (GVAA) rate guide. It’s the industry standard for non-union voice talent rates. It will help you understand each genre of voice over as well as usage rates and terms. Should you wish to direct your voice actor via a studio-studio link like SourceConnect, phone or Zoom, this is an additional fee for most working pros.
Have a question or comment about working with a voice actor? Connect with us, we’d love to help!