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One of the more fun aspects of business development is creating a brand. It’s fun to think about a cool tagline, or a logo that would look good on some swag and that you can have fun promoting. But developing a brand is not easy. You might stumble upon a snappy brand right away. Great! But it often takes a lot more research and reflection and can be clouded by overthinking.  Cameron Thomas Voiceovers’ “Tried & True” tagline and logo developed over a long period of time. So what’s behind the CTV brand and how does it work for your voiceover project?

Voice Actor Brand Factors

Not only am I a voiceover guy, but I am also a project manager for Voice Actor Websites where we help other voice actors design and build websites for their business. One of the biggest struggles that they often encounter? Their brand. I enjoy walking through a talent’s background and experience to explore brand possibilities, whether it’s through website colors, a logo, tagline, imagery, etc.

Key questions are what is it about yourself that’s different than others. What is your signature sound? What does your voice convey and what do people think of when they hear your voice. What are your areas of focus, or genres? What are your personal values? These are just a few considerations among many, and it takes time to sift through.

Once you distill that down to some key ideas, then how does that look conceptually and visually?

Background of The CTV Voice Over Brand

To get my first website off the ground when I first started years ago, my first logo was actually a loosely shaped head with the swoosh-style design, a mic, and a hat, which I wore all the time (Go Bruins!) as a general concept to convey a casual guy speaking into a microphone. I didn’t have a tagline at the beginning but I chose the college/sporty font to represent the youthful/young-adult aspect of my voice.

But I needed to dig deeper. After reading some branding/marketing books, I spent months jotting down literally dozens of pages of notes about all aspects of my potential brand, trying to boil it all down to a simple catch phrase that captured the essence of CTV. I just couldn’t decide.

Finally, my wife said to me, let’s go out, have a drink, and let’s chat about it. Within just minutes of sitting down, she blurts out, “tried and true!” BINGO! That was it!!!!! What literally took me months and pages of notes, she figured out by our first beer!

I find that many popular company brand taglines are often phrases that you hear in common, every-day conversations. Someone will mention a cliche or phrase, and with just a minor tweak, becomes a signature brand.

I recall a video producer mentioning on LinkedIn that describing your brand on a social media post can be as simple as saying what do you do and who you serve.

So what does “Tried & True” mean?

“Tried” – An Experienced Voice Matters

After more than 15 years as a voiceover and hundreds of projects, I have the experience. Clients need an experienced voiceover that can deliver quality sound, quickly and reliably. There is simply no time for clients to spend time with inexperienced folks just learning how to record and deliver audio, not to mention delivering the right tone and pacing. Not only do clients hire me for my voice, they appreciate prompt recordings, high-quality audio, and professionalism. They tried me, they liked me, and they came back for more.  I greatly value and appreciate the clients that have used my voice for more than a decade!

“True” – A Trustworthy Sound

A good exercise on voice branding is to get feedback from demos and actual projects. What do people think of when they hear your voice? When folks heard my demos and previous work, one of the most common words that came up was “trustworthy”. In fact, one client commented about an audition I sent saying “I trust that guy!”

What does “trust” look like on a website? When it came to my brand colors, blue is my favorite color. But blue also helps convey trustworthiness. It has that professional, reliable feel that folks tend to associate with business. Plus, the Air Force core value – integrity first – is one that I value the most and I want to be as true to my clients, my work, and myself as possible.

Putting it all together in an image, I wanted to keep my signature hat in the logo to represent my casual, friendly, easy-going nature as well. With the help of my neighbor, Jim Carlen of Carlen Images, who built a really nice shed with some rough-sawn planks, took a picture of my hat casually hung on his shed wall. The wood gives it a warmer vibe, much like the style of my voice.

His daughter Saralyn Carlen, a talented graphic designer, designed the cap into my logo on top of an old-style microphone. I kept the same style of font that I still sound young but added a little “wear” (like my hat) that reflected my experience and longevity as well.

So that’s how the “Tried & True” brand came to be. An experienced and trusting, “Tried & True” voice for commercials, corporate videos, e-learning, explainer videos, and narrations.

Brands do not have to be super complicated. Concise and simple works well. Be resourceful too. Perhaps a friend or family member can crystallize a tagline or logo, or even have a cool looking shed. Your brand is out there. Just watch and listen, and it’ll hit you – sometimes when you least expect it.

Listening To This Can Help Your Live-Directed Voiceover Session

As a voiceover guy, I accommodate client requests to record my voice in several different ways. Often times I am sent a script with some directions for style, pacing, and other details, and I record on my own in my home studio. However, some projects are done through live-directed sessions with the client on the phone, zoom, or through Source Connect or Session Link Pro. During a recent session with an international client, there was something missing that I realized I needed to do to help the session go smoother.

Hear Me Now, Believe Me Later

(Did you like Hans & Franz reference?) Before I get into that, developing the skills to record voice overs takes time. There are many nuances that you may not realize until you start recording. Not only do you need to have a suitable recording space with good clean audio, there is an odd hurdle many folks have trouble with early on.

Hearing Your Own Voice

This is a very odd thing to do at first. How many times have you heard people say they don’t like the way they sound or “do I sound like that?” You may realize that how you sound in your head, is different than how you sound to others. I have even heard some folks in the voiceover world or other voice-related industries that they don’t like listening to themselves. I admit to that too!

In the voiceover world, it sort of goes without saying. You HAVE to listen to yourself. Get used to it. Quick! Before my voiceover days, I worked as a radio meteorologist. I had no formal communication training before that job and no idea how I sounded.

When I started the radio job, I worked up my forecast and my boss put me in a sound booth and said “here ya go!” Talk about being nervous! Not only did I have to figure out how to record radio forecasts with very specific timing, but I had to listen to myself! AGH! This was my first experience in being mindful about how I sounded. All of a sudden, I was hyper-focused on enunciation, inflection, pacing, and tone. Listening to myself helped me work through all of that and develop a style of my own.

By the way, you know how I got over my nerves of being on the radio? I told myself, “nobody is listening.” Of course there were folks listening, but it was simply a mental device I used to help me relax and feel more comfortable before sending a forecast to major radio markets all over the US.

Use Your Ears To Help Your Voice

After transitioning to voiceovers, I am comfortable listening to myself when I record projects from my home studio. I can review, re-record, review again and try all sorts of variations of scripts to capture the right vibe for the client. Editing audio IN my sound booth helps me make changes on-the-spot, without having to step out of the booth to an outside editing station. Many voice talent edit outside of their booth, but I need to have that immediate comparison so that I can provide different reads.

Fast-forward to this week when I had a live-directed session with an international client. We worked through the script together and recorded different styles while the client recorded on their end through Session Link Pro. There came a point during the session where I was honestly starting to struggle coming up with various styles of liners. I felt like I was doing the same thing over and over. We got to a certain line and the client played back my previous take. BOOM! I was able to nail down the style they were looking for. Why did I stumble?

I wasn’t listening to the playback of my previous reads.

Depending on the client, they can playback previous reads. However, we weren’t doing it on this session nearly enough so I didn’t have anything to compare my new reads to. While I thought I was delivering something different, what I was hearing in my head was a little different than the recording. As I always do recording on my own, I need that instant reference or comparison immediately before I record another version. Once I had that immediate audible queue as a reference, I could launch into various other styles and capture the style that the client needed.

So if you find yourself struggling to find the right delivery, be sure to listen to previous versions for a reference point. Ask the audio engineer if they can help provide more playbacks before recording the next line. Listen first, and then start your next read. Having that instant audible cue will help you vary up your next read and hopefully make your session even more successful.

CTV – “Tried & True”

When I hear people tell their tales of unpleasant work situations or client interactions that got out of control, I empathize with them. I’ve been through it too and can relate. Customer service and client relations are not easy. But I also think in the back of my mind that almost every scenario that I hear about was PREVENTABLE!

For example, when working as a team lead at a local college, one of my academic advisors was dealing with a student that was upset about an enrollment change due to an academic policy. I asked the advisor if he made the student aware of the policy beforehand as our guidelines stated. He didn’t. When I asked why, he said he didn’t think it was necessary at the time. Despite specific student orientation guidelines, this particular advisor wasn’t proactive enough to prevent this from happening. And now he had an angry student on his hands and our reputation on the line all because he cut corners to either save himself time, ignorance, arrogance, or whatever.

I can’t tell you how many client interactions I’ve seen and heard from other folks that provide only partial information and never a full, comprehensive explanation. They often don’t anticipate follow-up questions. And I have heard phone calls and orientations that completely glossed over important process or policy details – and then they wonder why the student or client ran into a roadblock on these very issues later on.

So how can you avoid this? Be proactive.

I pride myself on being proactive. I wasn’t always this way and had to learn some tough lessons with situations I could’ve easily prevented. So it has been my crusade to be proactive to AVOID these situations and to help others do the same. I found that these tips on being proactive at work are exactly what I do. #9 is my favorite – Anticipating Problems and Problem Solving.

A “Tried & True” Motto To Live By

As a team lead at an online college and now as a voiceover and project manager now, my motto has been and always will be:

An ounce of prevention is worth a pound of cure.

This might’ve been something your parents told you as a kid, but this applies to almost every aspect of business operations – risk management, quality and supply chain management, project management, you name it! Does the 80/20 Pareto principle sound familiar? 80% of the problems can be resolved by 20% prevention.

Often-times when a situation arises, teams discuss it, and work on a solution; however, nothing is done to prevent it from happening again! Like the article says, “troubleshoot problems and identify when they started, diagnose and find the underlying cause quickly.”

But the next step is the most important! “Develop steps for either preventing problems from reoccurring or steps for handling problems when they occur again.” Bingo!

Do Something About It!

After encountering system constraints myself, I simply started looking at a process and making note of all the pain points along the way. I then addressed each of those points going forward. Don’t put it aside, don’t wait for someone else to do it, and don’t think that the client will somehow figure it out on their own. Put it on paper, in an email, in a team chat, in a company-wide document or policy or procedure, make a quick training or tutorial video or an FAQ – and spread the word to co-workers! Just do something about it!

Over the years, my communication in particular with clients, students, advisors, has become more and more robust to address as many possible pain points as possible. Are my emails lengthy? Yes! But they address critical processes and information that they will need along the way.  Do people read it all? Maybe. Maybe not. But I’d much rather inform the client with preventable advice up front, than to deal with massive email chains and frustration later on. Plus, it’s a much needed paper trail that folks can refer to.

Are the policies and procedures that I develop a lot to read? Yes. But I’d rather point to a document or policy than to keep explaining myself over and over again. All the points in my emails and procedures are there for a reason. Referring to my advice is much easier than dealing with the bickering and arguing that is sure to follow otherwise.

If folks want to risk saving a little extra time and energy not covering critical information up front, and then battle it out later on when clients say “I didn’t know” or “you didn’t tell me”, well, good luck with that.

WORK SMARTER, NOT HARDER

For me, I’d rather work smarter, not harder. I’d much rather take the time to lay everything out up front than to deal with the situation spiraling out of control had I just mentioned something early on. I’m happier and more prideful about my work, the client is much happier and appreciates the help, and the process goes much smoother. Does the process take more time up front? Yes, but as the saying goes, slow is smooth, and smooth is fast. This avoids the headache, the heartache, and the loss of sleep.

Being proactive and putting the effort in on that “ounce of prevention” will eventually lead to happier clients and more pride in what you do.

CTV – “Tried & True”

After all of your voiceover coaching, training, you need a voiceover demo! Demos showcase your voice and talent to clients, agents, and casting directors. They are essentially your business card and is the next most important aspect of the voiceover journey (check out my blog on Getting Started In Voiceovers). And just like updating your wardrobe, remodeling a room in your house, or getting a new car, the same thing should be done for voiceover demos. There is a lot that goes into it whether you are doing your first demo or updating, here are some of the things to consider when planning your next demo or doing your very first one.

WHY YOU NEED A VO DEMO

There’s no way around it – a voiceover demo is a must for any voiceover!  It had been a few years since my last demo was updated, and while we were doing some spring cleaning around the house, I thought it was time to freshen up my demos. Aside from being a voiceover, I am also a project manager for Voice Actor Websites where we build sites for voice talent. Our first criteria before working on a website? Do you have demos? If not, work on those first, then we’ll talk. A pro demo shows that you are serious about your craft and are ready to work.

Even if you have demos, the voiceover industry changes. New genres emerge. New products and services come to market that may need a new style of voiceover, so your demos need to stay current with those trends and styles and show that you can represent those changes to support your clients’ needs.

PLANNING AND PREPARING

Making demos takes planning and preparation – and it’s pricey! Do not be tempted to self-produce your demos! Agents and casting directors know a professionally produced demo when they hear one and can tell the difference if you tried to cut corners. Take some time to browse through demo producer samples and other talent demos so that you know what they’re listening for. Check out social media voiceover group pages and search for previous discussions on demos and producers. Also ask other VO friends for referrals.

Then start reaching out directly to demo producers for more info and pricing. Just like a home project, get a few quotes and see which one is best for you. Those who replied promptly and professionally with helpful background information certainly got my attention. Chuck Duran at Demos That Rock was that guy!

Once you decide on a producer, you won’t record right away. Producers may be booked out weeks or even months, so plan ahead for this! When you decide on scripts that you will use, use this time to practice!!! Work with a coach to ensure that you are ready when it’s time to record. Do your own test recordings to see how you sound with each script.

RECORDING YOUR VOICE DEMO

It’s a BIG day recording your demo! You might also be a little nervous, and that’s fine. Go through your normal motions like you would any other voiceover job. Stay as healthy as possible! Hydrate early on. Have your scripts ready with your notes. Ensure your home studio is ready to go – make sure you are comfortable in your recording space, either your DAW and/or Source Connect is tested, and that your connection to your producer (ie Zoom, phone) is set. Wear clothes that don’t make any noise. Ensure you address any other home studio sound issues. I planned a day when our neighbors’ landscapers would NOT be working!

If you’re going to a studio, scope out your travel route and ensure you arrive early and use all other in-studio etiquette.

You might also be a little nervous, and that’s fine. I remember my first coach played some tunes before recording and we just danced to loosen up and shake off any nerves! She just wanted me to focus on having FUN!

MARKETING YOUR NEW DEMO

You can relax a little after recording, but while you’re waiting for your demo to be produced, there is still work to do preparing to market your new demo! Expect at least a couple of weeks – if not more – for good quality production to happen. I have done audio editing myself and it takes time for music bed/sound effect selection and precision-editing multiple spots.

Get those emails and social media posts drafted so you can just plug in your demo and send! Research new clients and agents to whom you can send your new demo and tailor each of those intro emails accordingly. Have a voiceover resume ready to send if requested. Is your website updated? What about your social media sites to show that you’re active in VO?

Once you have your new demo, blast it out to the world! It’s a big step in your VO career, so don’t be shy or modest. Show clients you are proud and confident of your hard work. This is Marketing 101 and what EVERY business SHOULD be doing, so don’t hold back. Ensure you have your new demo posted on your website, any casting sites that you may be on, and especially update your agents! You can even put your demo to video, like this.

Don’t stop there! Your marketing journey is a marathon, not a sprint. It’s been said voiceover is 80-90% marketing, so plan on marketing just about every day and have some fun with it!

Thanks again to Chuck Duran for his audio expertise and my friend Humberto for his video production talents!

~Cameron

I know – it’s not a groundbreaking revelation. And I’m not trying to say this as a “health nut” or to subscribe to any sort of fitness or diet plan. Let me just say first, I admire those who, with little sleep and no caffeine, that are bursting with energy and creative ideas. I’m not that kind of person. I struggle with energy and inspiration.I am simply saying that after 30 plus years of working in either the military, private-sector jobs, and freelance work, the one thing that has been consistent this whole time has been some degree of exercise.

The Physical Routine To Power You Through

By the way, after purchasing a new Pro-Form treadmill, take advantage of the really unique and helpful built-in video training programs

So you just got your voiceover demos done. Congratulations! If you don’t already have a website, you’re probably thinking of building one. But there are a few things to consider before you start that can impact the site-building process.

As a project manager at Voice Actor Websites, I was on a panel discussion with our team on a recent podcast of Voice Over Body Shop discussing these very things, so I wanted to break them down for you here.

Let’s back up just for a second. There is one item that goes without saying really, and that is your demo(s). There are times when folks want to launch a site without having their demos, so that really is the number one showstopper for a site. If you don’t have a demo to show, you’re probably not ready for a website. Work on that first, then focus on your website.

To Brand Or Not To Brand Your Voice

You have probably seen many other websites with cool branding either with logos, taglines, caricatures, and you’re probably thinking “I gotta have a brand!”

No, you don’t.

If you have already one, great – go with it! But for most folks, especially those just starting out, a brand is not required. I have noticed that some people put the pressure on themselves to develop a brand which can lead to overthinking their site design and frustration.

When I work with talent on their sites, we always have an eye towards branding. But that doesn’t mean that you’ll land on one right off the bat. Knowing what kind of work, genres, and clientele your voice is best suited for is the first thing you need to consider. You can then tailor your site and brand towards those genres either with a logo, or image, a unique font, or a tagline. You may not know what that brand is and that is OK!

For example, you may want to work on animations or video games but end up booking more work for e-learning, corporate, or even audiobooks. All of a sudden that wild and wacky animated caricature that you spent all of that time and money on doesn’t really fit you anymore.

Take your time with it.

Cast a wide net with your site early on and keep things clean, simple, and professional. Over time, you’ll get more feedback from clients about your style and ability and you’ll start to see a common theme emerge. You can always update your site with more branding over time.

A great branding book is the Voiceover Achiever by Celia Seigel. Read that and do the branding exercises that she lays out. Make notes. LOTS of them. I have dozens of pages of branding ideas before I landed on something that suited my voice and work. Do this prior to your website design so that you have a solid idea going into it so that you don’t struggle with rethinking your design during the process.

Website Images and Headshots

Imagery is a big part of website design. It may be a headshot or perhaps a nice photo you took on a vacation. While we work with imagery all the time, there are some limitations that can interfere with a design.

Often times, headshots or imagery that you may have are low resolution images. Low resolution images do not work well on a website – they will looks pixelated when trying to fit into the dimensions of a site. Or perhaps your current photos may be cropped or have background features that interfere with the site layout. So the images that you wanted to use on your site may not work. We can help evaluate what current images might work and provide pointers so that your next photo shoot will result in some really nice photos that will work well with your site design.

How Do I Get My Voice Over Site To Rank High For SEO

I get asked this question a lot. Well, there are 2 types of sites – one that is an extension of your demos on a one-page landing site for direct marketing purposes – or an SEO heavy site that can help drive traffic to your site. They are two totally different animals. While a nicely designed and branded one-page site is great to send to potential clients, a one-page site can only do so much SEO-wise.  There are literally hundreds of factors that goes into site SEO ranking – here is a small batch of factors that affect SEO ranking.

An SEO site has multiple pages and subpages – maybe dozens or hundreds of pages. Each of those pages has relevant content that folks are interested in reading. This helps with viewer engagement but it also provides content for search engines look for when ranking sites. Here is a textbook example of an SEO site. As you can see, all of the text content on these pages and subpages are what drives a site higher in the ranking.

The more content your site has, the better. This takes a LOT of time and money to develop and just about everyone underestimates the significant commitment needed for an SEO site. So it’s important to consider the purpose of your site and prepare yourself for the fact that:

1) a new, single-page site will not rank high, and…

2) there is a lot more work in store for you for an SEO site.

I enjoy the process of working with other voice talent to highlight and showcase their heart and soul to the world and I pride myself on making the process go as smoothly as possible. Hopefully these considerations will prepare you for your next website.