VO-BB - 20 YEARS OLD!

[Philip Banks]

1 - You're not a brand
2- If anyone says you're a brand advise them of 1
3 - A slogan is not a branding statement, it's a slogan.
4 - People hear your voice not a brand.
5 - The only thing synonymous with you is YOU.
6 - See 1
7 - A brand exists without a product
8 - A brand can only be re-positioned, you can adapt
9 - A brand is valuable, you are priceless
10 - See 1

[heyguido]

Can I get an amen? Preach, brother, Preach.
_________________
Don Brookshire
"Wait.... They wanna PAY me for this?"

[Jason Huggins]

I would like us all to take note of #9. We could all hear that more often. Thanks Phillip! YOU sir, are priceless.

[Mandy Nelson]

_________________
006 member of the Sisterhood of the Traveling Mic. Bonded by sound.

Manfillappsoc: The Mandy and Philip mutual appreciation Society. Who's in your network?

Have you seen my mic closet? ~ me to my future husband

[Drew]

That's right. I am me; and I ain't anybody else.
_________________
www.voiceoverdrew.com
Skype: andrew.hadwal1
Although I have a full head of hair, I'm quite ribald.

[DougVox]

(Diving into semantics hell here...)

I'm not going to argue with a single one of Philip's 10 points.

But I can say that effective branding combined with effective marketing have made a huge difference in my career.
_________________
Doug Turkel (tur-KELL)
Voiceover UNnouncer®
UNnouncer.com

[heyguido]

Yep.... And you're one of a few choice individuals here who gets it.
_________________
Don Brookshire
"Wait.... They wanna PAY me for this?"

[Bob Bergen]

See 5. That's your brand. You are the only you pursuing vo or anything. But you are your brand.

Philip, this one I think you are dead wrong on. Most go out there with that demo without a clue who they are or what their brand is. This is why most don't get arrested. This is also a byproduct of the Internet and the ease of pursuing vo. You don't even think demo until you not only know your brand, you know how and where to sell it. Otherwise, you are just another voice that no one needs. They don't need another voice. They need you.

[DeadDillo]

#5 is all that really needs to be said.

Your brand is made up of several things. How you speak, the tone of your voice, and also how you go about promoting yourself.

Take for example the good Mr Banks. His dark voice, dry wit and Bond villain looks make him unique and combine to form a brand that is uniquely him. I could try to do an impression of him, but it would just come across as a bored Jeremy Clarkson. Try as I might, there is only one Phillip Banks and that position is currently occupied.

As I see it, the key to all of this is to come up with something that makes you memorable to the client that is uniquely "you." Whether it's the style of your voice or a visual identifier like Hawaiian shirts and a handlebar mustache, Those things are what the client will remember. Or at least what you hope they will remember and then associate that memory with you being worthy of being given money in exchange for your voice.
_________________
www.MarleyAudio.com

[Bob Bergen]

Very well put, Rob!!!

A commercial booking is the marriage between the advertiser's brand and the actor's brand. Your brand is always present. But your versatility as an actor is your gift/talent to bend your brand when directed or needed.

I've told this story before, but several years ago I was on a panel at SAG discussing the world of vo. The panel consisted of Don LaFontaine and other actors from a variety of vo genres, several agents and casting directors, and a few ad execs. Someone in the audience brought up with frustration the practice of using celebrities in commercials. One of the casting directors spoke up, saying that one reason celebs are used for major tv campaigns is the advertiser and their client are looking for a celebrity brand to represent the product brand. She went on to say that if every non celebrity/scale plus 10% vo actor knew their brand as well as these celebrities did, we'd all work more. But time after time she sees actors come into auditions trying to please. Trying to give the read what they think the buyer wants, rather than making the copy their own. Julia Roberts does Julia Roberts. Tom Selleck does Tom Selleck. Donald Sutherland does Donald Sutherland. Etc. They know their brand and what they have to bring to the table.

The best of the best in vo, those that work and work, they know their brand. They know their narration brand, their promo brand, their audio book brand, etc.

Now, I also think that many dive in prematurely before knowing their brand. So, they spend a lot of time trying to figure out or put out there what they hope their brand is by way of colors, pictures, styles, catch phrases, etc., on their marketing. They are trying to be a brand, any brand, just to stand out. But they still don't have a clue what their organic brand really is. Perhaps this is Philip's point.

Knowing your brand makes that anouncery copy conversational. Knowing your brand is the reason the spot on the air is often so different from the specs. Someone convinced the advertiser that their brand was the best fit, better than the specs. It's a creative risk, yes. But it's also the confidence in your brand that gets you further in your career.

Brand has become a cliche. Back in the day we called it a style, your personality, that little something that only you do with the copy that makes the read your own. Randy Thomas has a live announce brand. Melissa Disney has her own. Joe Cipriano has a promo brand. Mine is totally different. Etc.

[Philip Banks]

A few years ago I was chatting to a couple of Pilots about one airline changing from the 737 to the Airbus A320. A reaction to one of my comments from Almost First Officer Tim Wishy-washy made me do the s'cuse, sorry pardon face. Neil, a Senior Instructor put my mind at rest.

"Awww that's just a piece of jargon he's picked up!"

For most people in any business when the term brand or branding crops up I hear the response from Neil, loud n clear.

Ok group now it's time for our affirmation of the day.

Stand in front of a mirror

Inhale

Hold it for 5 seconds

As you exhale say out loud with a smile

"I ...DO...NOT....KNOW!"

Repeat until you are cleansed

[Bob Bergen]

Actually, Philip, that one I agree 100%! Artists don't know. We are in award season where the most insecure people in show business are going to be taking home statues knowing in their heart that the film they are being honored for, which was made years ago and released months ago, is miles better than the crap awaiting release dates that they've just completed. All artists at some point fear they will be discovered as frauds. This is the pure vulnerability of art. But the application of the art still has to have truth in it. Much of that comes with confidence in self and brand. But in the end, no one knows if their art will touch others. It doesn't have to. It has to touch the artist. The icing on the cake is when it touches others. But that is a fortunate byproduct and not the norm or the goal. Take the need to be liked out of the equation and you've taken a huge step towards more confidence in your art and brand.

[Philip Banks]

New readers. See above and inwardly digest. There's probably more in there than Bob even realises.

[Lee Gordon]

Brands are silly.


_________________
Lee Gordon, O.A.V.
Voice President of the United States
www.leegordonproductions.com
Twitter: @LeeGordonVoice

[ballenberg]

I've got to say, Bob, your post a couple up changes my thinking on what we hear about as "branding" Maybe it's the word....When you say style, personality..then I'm on board with branding. A lot different than "The Voice of Choice: (sorry if this is anybody's real slogan)