In the digital age, branding is so much more than a logo with flat, one-dimensional characteristics. Aspects of branding now pop off the page and come alive through digital media and video.
We can use engaging elements to show, tell, and even speak our messages louder and clearer than ever before. So if you are keeping your brand quiet, you may be missing out by failing to incorporate branded voice talent into your marketing efforts.
What’s the Difference Between a Brand Voice and Branded Voice Talent?
You probably have heard the term “brand voice.”
Brand voice is the tone and expression of an organization. It’s the brand’s personality, shaped by their point of view, what they say, and how they say it. But, it’s not necessarily the auditory voice of the brand.
This is where branded voice talent comes in.
Branded voice talent is the auditory voice that represents a brand. It’s created when a voiceover artist combines their unique sound with the abstract brand voice to create an auditory representation of an organization.
Think about the deep, resonating voice of the AllState brand. Or the funny, Spanish influenced voice of the Taco Bell dog. These are examples of actual voices that drive home the messaging of a brand.
Why Do You Need Branded Voice Talent?
Like all branding elements, branded voice talent is useful because it creates and supports the larger image of an organization. It brings to life the personality and values of an organization.
When an organization uses a unique branded voiceover to represent their brand, they reinforce their image. This improves brand recognition, awareness, and loyalty.
Just as distinct brand colors help audiences quickly connect a product or service to a brand, a distinct voice quickly reminds audiences who the brand is and what they represent.
Who Should Be the Voice of Your Brand?
Branded voice talent often comes from a spokesperson. As with the example of the AllState man, one person often represents the company, and their voice is used in their marketing promotions and communication efforts.
But, not all brands have the luxury of hiring an exclusive spokesperson for their brand.
Instead, they need to find professional voice talent that can deliver their messages when they need it.
How Do You Find Your Branded Voice Talent?
To find professional voice talent for your brand, you first need to figure out what type of sound you want. You can find the perfect voice talent for your brand by using this process.
Identify a Style that Matches Your Brand: Think about your brand values and identity. Define the attitude of your brand to find your style.
- Is it corporate and authoritative or relaxed and casual?
- Is it elegant and mature or youthful and cheerful?
- Is it energetic or calm?
- Is it playful or serious?
Imagine Your Ideal Spokesperson: If it’s difficult for you to put a label on your sound, try this. Think of the person you would use as your ideal spokesperson. This could be any public figure such as an actor, musician or politician. Now, write down the list of qualities they have. Use this list to define the voice you want to find.
Consider Your Special Needs: Before you seek out voice talent, consider any special requests the person may need to fill. If you need an accent or messages spoken in another language, be sure to look for those skills early on.
Use the Talent’s Experience to Your Benefit: As you sample voice talent and interview potential artists for the job, talk to them about your branding and goals. When you share your goals and ideas with a professional voice artist, they may offer helpful suggestions and ideas. They will be able to better match your branding by adjusting their voice inflections, speed, and volume.
Where Can You Use Your Branded Voice Talent?
Once you have the right voice talent for your brand, you can infuse this new element into many pieces of your marketing and communication tools.
Video Presentations: Video has quickly become one of the most effective and engaging ways to connect with audiences -- both online and offline. So you can infuse your new brand voice in videos that can be used on a variety of platforms.
- Commercials -- Create cohesive branding across all of your marketing efforts by using one brand voice talent in your commercials.
- Social Media Videos -- Social video generates 1200% more shares than text and images combined. Leverage this attention by sharing fully branded video clips on your social media channels.
- Website Videos -- Continue the consistent branding online by using the same voice for informational and educational videos on your website.
- Digital Signage -- Use your brand voice talent to speak to your visitors by incorporating it into digital signage videos and presentations.
Overhead Messages: Make the atmosphere of your office or store match your brand by using branded voice talent to share messages and promotions between your overhead music.
On-Hold Messaging: When a person calls your business, they are one of the most highly-engaged prospects your business can have. Capitalize on this attention by using on-brand voice messaging to keep callers on the line and interested in your organization.
Adding a distinct branded voice talent to your marketing and communication tools will help you stand out from competitors, reinforce your unique brand image, and leave lasting impressions on customers and clients.
So if you are tired of using flat branded tools to connect with your audience, think about bringing branded voice into your marketing efforts to drive home your organization’s values and messaging.
Explore the possibilities of branded voice talent by browsing through our library of voice samples.
Then contact us to see how we use our team of professional voice over artists to upgrade your brand’s marketing and communication.