Going out on a limb here

Steve Royal · **Voice Talent** Joined: 17 Aug 2006 Posts: 167

Hi All!
OK...here's the situation...
I've been told (instructed?) by an old friend who's right up there in the PR biz that I need to 'brand' myself.
So, I tried burning my name into my rump, but it didn't seem to get me any more work. Sad

I've come up with an idea....here it is....any suggestions would be most welcome!

Cheers!

Steve

Ed Gambill · **Voice Talent** Joined: 04 Jun 2007 Posts: 585

All things start some where.

I took a listen to you stuff, its good

Just my humble thoughts

Play off you name Steve Royal the regal read.

With me its Gambill take a chance you’ll get lucky Very Happy

Good Luck I look forward to what you finally select

PS read up on SaVoa at www.SaVoa.org It’s growing

Steve Royal · **Voice Talent** Joined: 17 Aug 2006 Posts: 167

Hi Ed,
Thanks for your comments!
I thought about doing something like "Regal Read" or "A Princely Voice", but it seemed a bit obvious.
I was thinking about using "Flapping Gums For Pleasure And Profit Since 1979" but it's a bit long-winded!
Very Happy

Also, I've been looking at SAVOA....a very good idea.
....that will probably be my next capital investment!
Cheers!
Steve

Frank Frederick · **Voice Seeker** Joined: 29 Dec 2006 Posts: 142

Steve,

You are headed in the right direction for branding. I might suggest using that which has already been given - "Royal".

In my book on "branding and marketing for voiceover artists" several comments are made about this subject; if you had the name of Sam Apple would you not consider using the marketing which is already out there for Apple computers? Why re-invent the wheel if you do not have to re-invent the wheel?

Colors for your logo might be in Royal Blue or Crimson, with some type of "coat of arms" as your graphic brand.

The "key" with branding is create a logo which will be perceived by all who hear, read, view, or even perceptibly taste your logo as being honest and to the point. Live you brand image and defend it steadfastly - whatever you decide.

Marketing with a tagline; which you seem to be trying to develop, takes time and lots of reasearch.

Using a tagline to describe your logo takes more than whimsical ideas to create. Listen to what others say about your voice, your style, your work ethics, your talent, your business sense, etc. Understand what others say about YOU and what you are trying to help them understand - then you will find the phrase which is your own. Develop this idea with "love" - that is why I call this type of branding taglines - "LoveNotes" tm.

I could go on for quite a while, but I think you have the concept with enough explanation to begin developing your own LoveNotes.

Toodles

Frank Frederick
"The Voice" tm

Bettye Zoller · **Voice Talent** Joined: 03 Aug 2003 Posts: 163

Frank Frederick is an expert in branding and marketing and a voiceover talent also. His book is a goldmine of information! Branding and marketing in the vo biz are just as (or MORE!) important than the voice in many instances. It's networking and getting known and getting your brand known that counts most. That's true in ALL businesses! My Business of voiceovers Workshops (ok--shameless plug and I'm not sorry...) are dedicated to just this...strictly business! Some voice actors are "all acting and no business" and that NEVER works out. In fact, I tell my students that if possible they should take business courses at a local college and think like a business owner! You are your business...your voice is your business...and branding is everything!

Frank Frederick · **Voice Seeker** Joined: 29 Dec 2006 Posts: 142

Thank you Bettye.

Heed her words well. I thought I knew enough to be dangerous, then I met Bettye. In an afternoon she taught me so much more of the business aspect of voiceovers that I thought I should have been given a degree. No, not the third degree either. Then again, we spoke the same language - of marketing and promotion.

(No shameless plugs Bettye, I just didn't know how to do it for you... LOL)

Learn all you can from anyone who is willing to help you... that is one way to get an education worth having.

Toodles

Frank Frederick
"The Voice" tm

SaVOa accredited 07009

Steve Royal · **Voice Talent** Joined: 17 Aug 2006 Posts: 167

Hi Bettye and Frank,
Thanks for your thoughts. I appreciate them!
I've been giving some thought to what you have said.
Firstly, using my name as a marketing tool....If my name were Smith, I'd probably use a brand of a horseshoe or an anvil...if it were Fletcher I'd use an arrow.
But-the name Royal is a little problematic. Any image or word that can be associated with this name conveys an unsubstantiated presumption of superiority to the potential client. Think about it-Regal, Monarch, Prince, King, Crowns, etc. To use word play on this name suggests that "I am better than everyone else because of my name."
That is a decision that I will leave to potential clients.

In away, I agree with you Bettye-getting your brand known IS important. But, the brand needs to be supported by a product of suitable quality. Otherwise, it just becomes a useless glyph.

Love notes....hmmmm.....these are things that I write to my wife, and only to my wife, while Love is a commodity strictly reserved for those I genuinely care about! Smile

I've been in this game (and others) for almost 30 years. I decided long ago that if I was going to get anywhere, it would be based on my abilities. Not only as a voice artist, but also as a scientist.
I abhor the idea of networking; of wanting to know somebody only if there is something in it for you.
Maybe I would be quite wealthy by now if I didn't embrace this principle. Maybe not.

Voice Artists that market aggressively may well make far more money than me, but at the end of the day I know that any work I do get is purely due to my abilities.

If I can stick to my own principles in a world that is becoming increasingly un-principled, I regard that as Success.

I guess the reason I created my 'brand' was to get something eye-catching, moderately memorable and maybe a little humorous. I really don't want to enter into a Business Development and Marketing Strategy. There's too much of that in every other aspect of life. Really, we're being strategised, marketed and 'developed' out of existence! Confused

Thanks again for your feedback!
By the way, I'm not really as dour as this post makes me sound!
Very Happy

Take care,
Steve Royal
"The Monarch of the Steve" Wink

Bettye Zoller · **Voice Talent** Joined: 03 Aug 2003 Posts: 163

Thank you to Frank Frederick for the kind words about me. I met Frank in Las Vegas when I served on the faculty of the fabulous voiceover summit, voiceover 2007, last March. And wow. He's a real dynamo. I regret we didn't have more time just to talk and socialize but it was wall-to-wall seminars. Yes, Frank's book is well worth buying! It is a goldmine of information from someone who is a voiceover talent and businessman too. I've read the posts here today and of course, some talents like networking and meeting new people and getting new accounts all the time, while other talents prefer staying quiet in their recording studios and working, mostly alone, on projects. I enjoy both but I know vo talents who are never seen in public and yes, they're busy with clients! So it can work both ways. As a teacher too, I advise my students, when new to the vo biz, that networking is everything. Later, when one has a career in this field, it's still "everything" to keep it going. I have a phrase, "career ages and stages" that I use and a couple of times have had an article published by that title. It is just that...moving through the years...ages and stages. Things change but the career keeps going if you nurture it and make it grow. The good thing about voiceovers: It is ageless if you want it to be!

Jacqueline Moody · **Voice Talent** Joined: 12 Jun 2007 Posts: 9

Frank Frederick · **Voice Talent** Joined: 23 Apr 2004 Posts: 65

Steve,

You are correct in not trying to sound over-the-top with your brand identity. LoveNotes must be designed with honesty, and trust - they cannot be anything less and nothing more.

In our industry which is mainly subjective; voiceover artists must single-out the traits which make them who the are, the identifier which allows their customers and clients to find them through the melange of other voiceover artists, and the feelings which (in some ways) develop a love affair with your work. hence, LoveNotes.

In my search of the internet for voiceover artists who have some type of brand; I discovered over one million websites... in the first thousand how many of those were branded in any way, shape, or form? Two. One of those two was my personal website.

Not being pretentious (Thanks Jacqueline), but being honest is why LoveNotes are developed. Not only must you come up with the right concept which differentiates you from another VO Talent, but you must live with what your message is telling others. If your message is not honest - clients and customers will discover the truth quickly.

Learn from Betty Zoller, from Pat Fraley, from Connie Terwilliger, from Deirdre B. Cooper, and others about this VO world of ours and discover that marketing is networking, but networking is NOT advertising.

Jacqueline's suggestion about the "Royal Touch" is a great concept for you which identifies who YOU are without making you better or worse than anyone else... those words do establish a level of trust between you and your customer which can only be broken if you do not live up to your potential.

Good luck with your choices and your dreams.

Toodles

Frank Frederick
"The Voice" tm

Accredited SAVOA member 07009

Karen Lehman · **Voice Talent** Joined: 02 May 2007 Posts: 190

Steve Royal · **Voice Talent** Joined: 17 Aug 2006 Posts: 167

Hi Jacqueline and Karen,
Thanks for your suggestions!
I sort of like "The Royal Touch"-it's much more original than "The King of", etc
But, I guess playing on my name is also just a bit predictable.

*SIGH* sometimes, there's just no pleasing some people (ie: Me)!
Wink

Karen, I like The Midas Touch, too....but I'd be more tempted to use that one if my name were Gold or Golden.

I guess I'll stick to the pic of Darcy the dog for the moment. Besides, I went to a lot of trouble to get that shot.
It took 3 people to stop him from grabbing my mike in his mouth and making it his latest chew toy!
...it's about the same colour as a spanner, and he loves chewing them, the dumb mutt....

Very Happy

Cheers!

Steve

Allen Brown · Posted: Tue Oct 02, 2007, 13:13 (GMT) Post subject:

Anyone interested in branding might find this post interesting.

"I Hate Branding"

http://blog.nextnewnetworks.com/index.php/2007/02/19/i-hate-branding/

Karen Lehman · **Voice Talent** Joined: 02 May 2007 Posts: 190

How about VO By Steve - a Royal pain!!!
Very Happy

Steve Royal · **Voice Talent** Joined: 17 Aug 2006 Posts: 167

....it wouldn't be the first time I've been called that!