Marketing

Let’s Talk Personal Branding.

February 2, 2022 by Caryn Clark

If you own a business, you know it’s important to understand your brand, and represent it in a way that’s relatable to your consumer.

As voice actors, our branding is often a little more challenging to nail down and represent. We often try to be all things to our consumer. You need a hardcore announcer? I can do that! Oh, wait, you need a guy next door? Well, I can do that too! But hold on, you need a soft, warm, relaxed tone… I got you.

Reality is, we can’t be all things to all people.

We can only be… or sound like… who we are.

I’ve always been very much against using my photo in my marketing. Even during the recent re-design of my web site, at first, I was absolutely insistent we not use any photos of me.

But, we were having a hard time nailing down the branding. I needed something that truly represented my voice.

I started doing a little research, and found an incredible personal branding photographer in my area. Jesi Cason is a master of her craft. (Click here to go to her site and check out her INCREDIBLE CREATIVE MIND AND WORK!)

Jesi chatted with me about both my personal and work life, and how the two meld together and create my voice in my work. She then created characters, so to speak, who are really just snippets of who I really am in life. As it turns out, that’s truly my brand. (Oh, and btw, all the clothes, and most of the props, are from my closet!)

I am a mix of whimsy, boho, busy mom, loving wife, conscientious business owner, caring teacher, funny lady, don’t mess with me, sassy, wise woman, and loyal friend. That’s me. That’s my voice. And I think the branding photos represent those characteristics.

The tide is changing. As voice actors, we can give ourselves permission to break free from the mold of the usual marketing we’ve been mandated to over the years. Use pictures. Let people get to know you. Speak in first person on your site. Be real. Do you.

You can check out more personal branding photos here on the various pages of this site!

Show Me the Demo!

January 7, 2022 by Caryn Clark

Voice actors use demos to show their range, which encompasses tone and types of reads they can perform. Because we’re voice actors, these demos have historically been audio demos in the format of an mp3 file. Well, ok, it’s not ALWAYS been an mp3. Before the mp3, there we CDs, and before that, there were cassette tapes. My first demo was a cassette tape… clearly, I’m dating myself!

Lately, though, there’s been a surge in voice actor video demos. Same idea is at play, to show your range and depth of talent, but it’s a little more entertaining since the audio is paired with video. I mean, why not make it a fun experience for the listener… now turned viewer?

Recently, I re-vamped my web site… and I mean, it was a complete overhaul. In the process, I decided I wanted to use video demos as a marketing tool on the site, and beyond. Now, there are plenty of folks out there who will create video demos for voice actors, and their talents (and rates) vary. But I have to tell you, I couldn’t be more pleased with the work my colleague and friend, Humberto Franco, did to create my video demos.

Now, Humberto is a busy voice actor, and a very talented one, at that. But his talent also truly shines through in the beautiful video demos he creates. Humberto is professional, conscientious, and an absolute pleasure to work with. When he creates a video for you, he schedules a meeting via Zoom so he can play it for you to ensure you like it. With my marketing background, I can be pretty darn particular about the look, feel, and flow of things, but I had virtually zero commentary to give about the videos Humberto produced for me. I loved each and every one of them out of the gate, and I even cried watching the very first one he produced. (I know, I know, I’m weird.)

Here’s Humberto’s information. If you’re a voice actor looking to have video demos produced, contact Humberto. You won’t regret it one bit!

Humberto Franco — www.humbertofranco.com

Do You Have a Dream?

January 5, 2022 by Caryn Clark

It’s my career and a job, but to others, being a voice actor is fascinating.

You know what I think is fascinating? Making your dreams come true.

Every once in a while, I am asked to speak to groups about being a voice actor and/or my life experience. In the past couple of months, I have had the honor of speaking to a university class, and several high school art/theatre classes.

Today, I spoke to some high school classes, about 50-75 kids. They were a wonderful audience, and had great questions for me about the types of voices I can do, how long it takes me to record a commercial in session, and more.

We covered the gamut about running a business, and touched on many a topic, including branding, relationships and social media, being disciplined, and most importantly, following your heart to live your dream.

I can talk about running a voice over business all day, and yeah, voice over is incredible and fun and creative!

But talking about following your dreams and making them come true… THAT gets me excited!! That is a message I love to impart to anyone who will listen.

You see, I worked in corporate America for 10+ years before becoming a voice actor. I’d never set foot in a radio or TV station, and had barely ever spoken in to a microphone. But, I knew I wanted to be a voice actor. My first memory of voice over is going to Walt Disney World and hearing that magical voice over the speakers on the monorail or throughout the park. (The original voice, by the way, is that of Jack Wagner.)

But, what a pipe dream, right?

Or so I thought.

After working in a grey/green cubicle, traveling, going to client dinners, dressing in smart suits and pantyhose (they were still a thing when I was working in the corporate world), I decided to take a leap.

I always loved singing when I was growing up, and was active in my high school choirs, as well as in the University (of Florida) Choir. Singing was cathartic for me. My high school chorus teacher, Mrs. Sandra White, was my favorite teacher of all time, and frankly, she still is today. Were it not for her, I wouldn’t have learned the love of voice and music, and how therapeutic it can be. I’m fortunate that through social media, she and I can keep in touch.

But I’m not the greatest vocalist… certainly not good enough for a career. And, the other thing I love is words. So, I put the two together, and thought about giving voice acting a try.

Long story short, it wasn’t easy to become a voice actor. Not even a little bit easy. I was terrible, frankly. I had no experience – no broadcast experience, no acting experience, no improv experience, and I’d worked in a very buttoned up corporate world for years. Matter of fact, once I was hired for my first voice over job, I was fired/replaced after recording it. It was for a scratch track for a television show pitch.

That’s right, I wasn’t even good enough for a scratch.

I sobbed and sobbed. Then, I picked myself up, decided I needed to work harder, learn more, and get better. I found acting and improv classes to take. I found a different voice over coach. I auditioned everything I could get my hands on. I read out loud every.single.day. For months and months.

Then, I started booking… small things… but booking nonetheless. And one thing I really enjoyed doing were toy commercials. They were my wheelhouse, for sure. One day, I booked a series of television commercials for Hannah Montana toys produced by a Disney licensee.

I took that (marketing) ball and ran with it. I marketed to everyone I could think of, and built my business.

I think I’m one of the rare people in this business, who came from zero background, and am blessed to make a full-time living in voice over. I make a living using my voice.

I am absolutely, positively certain that if you have dream… to be a voice actor, an artist, a teacher, an actor, an athlete… whatever you dream to be and do with your life… you CAN. You absolutely, positively can make it happen. Don’t give up. Make a plan. Set goals. Surround yourself with people who will support you, and encourage you. When you fall, get back up. Make (another) plan. Rinse and repeat. I promise you, if you truly want to make something come true, you will

The Evolution of a Brand

November 29, 2021 by Caryn Clark

As I was going through the most recent re-design of my web site this year, I decided I wanted to phase out the actual character of a “chick” that’s been a staple in my branding for 14+ years. To me, she just looked a little haggard, I guess. And I didn’t think she really represented my brand any longer. The tag line? Yes, it most certainly represents my brand. But the actually chick? Eh, I thought it was time to “grow up” my brand a bit. Time to start adulting!

In doing that, I realized, WOW, my brand has most certainly evolved over the years! I don’t have any examples of the original artwork, sadly. Below are some photos of the evolution that I do have.

I think it’s important to stay relevant with your branding. Your brand reflects who you are and what you represent. My voice’s perspective has certainly grown over the years, so it needed to be reflected in my presence. For example, when I started out, I mainly focused on voicing commercial work in the toy genre. Now, I not only voice that work, but have also mastered an experienced and knowledgeable voice that can represent a myriad of genres. I’m a Mom, and I can definitely sound like a Mom now. I’m a wife, and I’ve mastered the nagging or loving wife (LOL… ask my husband!). I’ve also had the opportunity to voice quite a bit of eLearning over the years, as well, so I also help to teach listeners and watchers content in regard to their workplace or career.

Yes, you want to be consistent so that people will always remember you, but don’t let your branding become stale.

Circa 2007