You should use voice over to encompass how your brand’s core values come to life through all modes of expression. In fact, audiences are more apt to trust authentic brands. It is similar that we are more trusting of authentic people. We build trust and give authority to those who are consistent and transparent.
Here are 3 Steps to write scripts of voice over for your brand
Step 1: Figure out how you want to make audiences feel
Ask yourself what business you’re in and why. Go back to your founding story. Remind yourself what the company has set out to accomplish, what problems you’re solving with products and services and why you feel that those are the best options for your customers. As you do so, the elements of the brand will begin to emerge, from grit, gumption, determination, to empathy, and a desire to make the world a better place, etc. Write those down.
Step 2: Reflect on your brand values
The right voice over is not just about who your brand is, it’s also about how you want to make audiences feel. These emotional ‘goals’ can help you understand the voice qualities that will be effective in generating those feelings. Jot these end goals down too.
Step 3: Put your goals and values together
Now that you have a firm handle on your brand’s personality, as well as the effect you’d like your voice over to have, you can start designing a voice over that will represent your brand as well as inspire audiences in the right way.
For example, for a brand that has been founded to promote social justice, but wants to inspire audiences to believe in their cause, may wish to opt for voice over qualities that are professional, smooth and authoritative. You can even go one step further and define the pitch. For this brand, it would be important to note that lower-pitched voice overs are perceived to have more integrity, competence and physical power. This deep and authoritative voice, is a voice over that is scientifically proven to build trust.
Doing this exploration helps you to get a handle on the non-negotiable parts of your brand’s real personality, thus giving you a better idea of how this personality will come to life.
Bringing Your Brand Voice over to Life
It may seem simple to say that just like a person, your brand will behave differently in different situations, and the brand voice over may follow suit.
Expression works on a spectrum – one that encompasses different forms of communication, including writing and verbally, internally and externally.
In this way, designing how the brand voice over comes to life is similar to how many companies already approach their color palate. Each color has its own unique properties and can stand alone in an iconic way for your brand, but put together with the others in the guideline, creates a complementary, pleasing experience.
Similarly, your brand voice over may come across slightly differently throughout different channels, but at the core, the audience still experiences a consistency.
Brand Voice overs Expressed Through Commercials
The voice over they assign to their brand in their commercials may sound tough, rugged, male, and as though the speaker is in in his mid forties to early sixties. This expression hails back to the company’s dogged commitment to an original vision, their founder, and the durability of the product.
Brand Voice over on Social Media
This same manufacturer’s social media channel may engage with customers in a no-holds-barred manner, that is unapologetically honest, while conveying a viewpoint that swings on the conservative side.
Brand Voice over on Your Phone System and Via Customer Service
If someone calls the customer service line, the automated phone system that directs them to the right department may be authoritative, brief and direct.
Meanwhile, the scripting used by the customer service department may incorporate policies and procedures that include being helpful, direct and empathetic.
Although the brand may dictate that its personality is tough, that doesn’t mean that it’s tough on its customer base. In this instance, the best commitment to quality – another core value – is to ensure that they are seriously regarding any complaints or concerns for quality, and guaranteeing to follow up on customer feedback.
In the end, an effective brand voice over is one that leaves the right impression on all those it touches. And it’s up to your brand to define what the ‘right impression’ is. How do you want people to feel after they’ve interacted with your brand, for example, whether passively through advertising or actively via a sales call?
No matter where your brand voice over comes to life, there is always an opportunity to direct it via employee training, careful voice talents selection, as well as brand guideline materials you supply to your agencies.
About SP studio :
SP studio is a group of professional Chines voice over talents in Shanghai China. Whenever you need Mandarin voice over, Cantonese voice over,WU voice over, you can find the right voice talents here!
