How to Tell Your Voice Over Brand Story

The Coca-Cola Christmas Caravans adverts are one of the best examples of brand storytelling ever made. Every year since it started in 1995, there has been global anticipation of what Coca-Cola will come up with for its Christmas advertisement. One consumer hit the nail on the head when he said that there is always this “Wow!” factor whenever Coke’s Christmas truck is seen cruising through a quaint Christmas village in its TV adverts. But sans the Christmas glitter and the now-classic image of Santa Claus, Coca-Cola has remained true to its image and authentic identity: that feel-good, refreshing feeling when you drink a bottle or can of Coke. Whatever the marketing packaging and slogan (Taste the Feeling or Share a Coke), the ideas and feelings associated with drinking Coke, such as happiness, relaxation, friends and sharing, are translated into every advert.

In an earlier article, we mentioned authenticity as essential in building a name for your voice over brand. Of course, you may say that your brand is not as unique as Lego, Google or as hauntingly refreshing as Coke. But the story behind the creation of your niche is uniquely yours. This is what you should build on for your brand’s story.

What is brand storytelling?

It is a marketing strategy to effectively connect with your target client. In this era of the digital economy and the Internet, the challenge of being creative and yet remaining true to your brand’s values may be difficult. You may say that the best ideas have already been had and the best stories already told. Think again. Your story has yet to be told. Marketing experts and strategists would advise that you have to imbibe that “superhero” attitude in creating your brand story. In other words, think about what the industry would be like without your voice.

Read through the success stories of the likes of Microsoft or the iPhone. What was the common intent of both industry revolutionaries, Bill Gates and Steve Jobs? To make things easier for consumers. Whether it’s a program application or a new operating system, their brands’ values focused on consumer needs. Think like a consumer, like a buyer. Would you hire yourself for voice over work? Is your brand story convincing? Is it authentic or unique?

Making your brand your client’s story

Marketing promotions tap into the emotional language of the consumers. This would require research on your target clients’ buyer personas. What would make them hire you? Then the question that would follow is how do you make your brand or niche their story?

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If your target clients are those in the e-learning industry, then make your story all about being natural and conversational, able to grab and sustain attention. Align your brand story with that of your target genre or category. The best brand stories are those that are fully engaged with their target market or audience.

Telling your story will not be as daunting if you remember these value points:

Learning from voice over legends

The current marketing and corporate buzzwords are all about how to be and stay authentic, real and unique. Think of how Mel Blanc became the legend of voice over characters and animation, how Don LaFontaine earned the title of “The Voice of God”, or how Jim Dale became the undisputed King of audiobooks. All are versatile voice over artists, but each is known for the niche they created in the industry.

Are you working on your niche? What is your voice over brand story?