What Does Your Company Sound Like?
August 22, 2008
Everyday major marketing campaigns are developed around a celebrity voice. Commercial ads for vehicles are particularly fond of using celebrity voice overs.
Donald Sutherland voiced commercials for Volvo and, the apple doesn’t fall far from the tree, Kiefer Sutherland signed on as spokesperson for Ford Canada. Other popular voices used in vehicle commercials are Kelsey Grammer and Jeff Bridges for Hyundai, Demi Moore for Chevy Malibu, John Cusack for Volkswagen, and Kevin Spacey for Honda - just to name a few.
Vehicles are not the only products voiced by celebrities. Most notable is the commanding baritone of James Earl Jones for CNN, Queen Latifah delivers a hip, young style for Pizza Hut, Sean Connery projects an intrigue for Level 3 Communications, and Julia Roberts is the good natured voice of AOL.
Do you need a celebrity to speak for your product?
Certainly not, nor the hefty price tag! You need a voice synonymous with your brand. When searching for a voice to characterize your company there are a few things you should consider. Is your company’s image warm, friendly, silly or funny? Is it serious, professional or hip, cool? Maybe you’re after a more seductive, alluring voice to represent your company.
Another thing to take a look at is your target group. Take a moment to think about your demographic; who will your audience be? Children, young adults, middle aged, senior, men, women, couples, singles, and so on.
When you request an online audition from a voice actor, they need to know a few key points first in order to give you the type of performance you need:
1. Tell them a little bit about your company. Who will be the final audience for this voice over? By knowing who they are representing and who they are speaking to, talent will be able to provide you with a better audition.
2. Provide them with a sample of your script. Your script will reflect on the subject matter and style of read required. By providing a sample of your script you’ll receive custom auditions from the talent.
3. Provide some vocal direction on what type of read you are looking for. The more detailed you are about the type of voice you’re seeking, the better your responses will be.
So, now that you’ve narrowed down your criteria, it’s time to find the perfect voice!
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