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branding

Lessons Learned From Recent Live Session

February 28, 2023 by Laura Schreiber

When You Do A Lot Of Live Sessions, What Makes One Standout?

Life is Short, eat chocolateAs a full-time, professional voice over actor, I typically have multiple live sessions every week. Most of my clients prefer Source Connect, and in truth I am so used to that at this point that I do too. On Monday morning, my first session of the week, with new clients, was over Teams. That was fine, so that was the first item that stood out. The second was that I was the only one with my camera on. Next, we were all in different countries. I was in the United States, and they were scattered from Italy to the UAE to Bahrain to India. I believe there were nine of us on the call, but possibly more. This session was different because this group was very chatty and wanted to talk amongst themselves a lot. They also wanted me to hang out while they edited their video, which is not standard, but luckily I had time on the other end and I could accommodate. So, from the get go, this session was different in all kinds of ways.

Why I Was SO Excited About this One

Well, if you know me you know I love chocolate. If I had to have one food on a deserted island, it would be chocolate. This commercial was for Ferrero Rochet. Not only do I particularly enjoy their delicious candy, but I also love that it is a brand that is eaten all over the world. This spot will run in the entire GCC, in places like the UAE, Bahrain, Saudi Arabia, Qatar, and more. I think it is pretty awesome that this little candy also serves as a cultural bridge of sorts. When I think about many of these places that will view my spot, none of which I have ever had the privilege of visiting, and I think about their culinary traditions, I confess that I never imagined this decadent chocolate as part of it. I was delighted to know that we share this.

We Have More In Common

Have friends with chocolate At the start of the session, the creative director wanted to make sure that I understood both the branding and the traditions surrounding Ramadan in the region. While I had, as I always do, done brand research in advance of the session, I was very pleased to learn about the traditions surrounding Ramadan, like the way that they decorate their homes with twinkle and fairy lights, in the importance of gracious hospitality in this festive holiday season. He also spoke of the emphasis of the changing and more egalitarian roles that their footage was clearly depicting. As I watched the footage and listened, I was struck by how many common shared values our cultures shared, especially with all of the spring holidays coming in the States. I was delighted by what I learned and it certainly informed my read.

The Technical Stuff

Secret Ingredient

The trend for almost all my commercial bookings of late is the conversational read. Clients always want the reads to sound authentic, like I am talking to a friend. Well, authentic and relatable were not the sought after tones in this session. And don’t forget, that when taking direction, it is about giving the client exactly what they ask for. I happen to know the brand well as I often transcribe their scripts when coaching. Yet, the direction that I got went well beyond what I anticipated. The clients wanted every word of every line to be measured. In the VO coaching world we often say that if everything is important then nothing is important. But the client wanted every word emphasized the same way, and he gave precise readings for how he wanted each line broken down. The pacing was not conversational. He did not want the rhythm and the cadence to vary. He wanted every. Single. Word. Measured.

 Pronunciation was another interesting part of the direction. Even though the team specifically wanted a voice actor with an American accent, certain words were non-negotiable. One of those words was “Ramadan.” They instructed me to pronounce it like rum-a-done. Next, the word “sweeter” was very important. They wanted me to hit the “ter” hard. We never do that here, but that is how they wanted the word said. So, that is how I did it.

Don’t Sound Happy. Umm, What?

Perhaps the most confusing bit of direction was the “don’t sound happy.” If you don’t already know, my tagline used to be “The Sound of Happy.” So, my voice sounds pretty happy, just on its own, without doing anything, this is how I sound. This bit of direction was tricky. I’m sitting there reading a script about a product I love, with a care bare hanging over my head (because it makes me happy) trying to sound, basically, unlike myself. I decided to flatten out the read and just try to be void of all emotion. I had to stop smiling,  which is also hard because I am a smiley kind of gal. I did, in that moment though, question their casting choice.

Conclusions

Not all live sessions are the same. Give yourself the grace and time to listen to what the clients want. If they want a live session, it is either because the really want to direct you, because they are legally obligated to have someone on the team present when you record, or because they cannot please the commercial script without being there. All of these things matter, a lot. So make it great for them. Don’t talk money during the session, ever. This session ran over in time which almost never happens with me. Most of my sessions are pretty short. My instinct was to say nothing and smile while they chatted about their choices and options. Afterwards I spoke with the producer and he confirmed that it never goes well when the VoiceOver actors start talking about money and time with the end users, who typically have nothing to do with our rates. In the end, smile and breathe and hope that they have the courtesy of sharing the final cut with you to promote!

Filed Under: Uncategorized Tagged With: branding, chocolate, commercial, commercials, creative directer, Ferrero Rochet, guided session, live session, luxury, pacing, playback, producer, pronunciation, Ramadan, recording, Source Connect, taking directions, teams, VO, voice over, voiceover

Why do Headshots Matter in VO

September 14, 2021 by Laura Schreiber

Recent Epic Mistake

Laura Schreiber With tongue outWhen I started my voice over business years ago I had headshots done for my website. While a long time ago people used to say that voice actors did not need to show their face, as the VO industry has continued to evolve and we, as talents, now have to bring in the bulk of our own work, it is on us to run our business like a business. If we want our clients to connect with us, having current pictures is a must. So, about a year back, I was presenting at an online eLearning conference and I was super excited. When they asked for my head shot, I became for cognizant of the fact that the photo no longer resembled me. I was thinner, my hair was shorter, I always wear glasses… the list went on. I decided to take new photos and update them. While my old headshots had been done by a professional, I took the new ones in my booth with an iphone. I loved them and was thrilled.

I loved the photos so much that when I did my website refresh and rebrand this January they were featured in the banner. Do you sense the train wreck coming. Well, middle-aged me does not have perfect vision. I failed to notice that in my main photo I am sticking my tongue out. I tend to be both silly and flirty, and apparently I stick my tongue out. Often. Worse, I could not see that my tongue is sticking out and this photo is everywhere.

Fast forward to this summer. I was accepted as a presenter for the OneVoice conference in Dallas. They asked for a headshot. I send them this photo. I was so elated when I was listed on the page of speakers. I clicked on my photo to make it bigger, and for the first time realized in horror that my tongue was out. Clearly the photo had to be replaced.

Brand Awareness

It’s amazing that even in the NY metropolitan area it is really hard to find a photographer to do corporate branding work. Further, it is amazing how much range there is in their rates. Beyond that, it amazes me how few were even willing to respond. There are so many things that i think about when interacting with clients: rates, making it about them, speed of response, and yet finding someone who got what I needed AND responded AND charged a sane rate seemed like the Red Sea parting. I was delighted when I actually got in touch with a photographer who had an entire corporate branding page and took the time to look at my website. She was kind and flexible and her work is beautiful. She was not easy to find and I’m so thankful that I did!

For me, I wanted these pictures to help instill brand awareness, so clients really know what it’s like to work with me. This meant:

  • letting my personality come through
  • choosing colors like pink and avoiding other colors
  • including my kids and my dogs
  • showing details of my home and office life

This is all a part of what I have built my brand on…

Chance for Clients to Get to Know You

For these headshots, I put together three looks: formal, fun, and business casual. As I work in different genres of voice over, and deal with people with differing job titles, different looks work for different people. A head shot that is ideal for radio imaging is very different than one that is ideal for corporate narration. But, I wanted my happy, upbeat, fun vibe to come through in all of these looks. I wanted my youthful, millennial personality to shine.

Face of Small Business

While I am a solopreneur, I do run my VO business like a business, and I had very specific thoughts about these photos and their usage. Having been in the voiceover industry for so many years, I knew just how I’d use these pictures and could already envision their placement as soon as I got the proofs.

Opportunity for Social media

Laura Schreiber Fun New Headshot

I also wanted to have much better images for instagram posts. This was really important to me. I was really excited to see what Erica came back with, because I immediately felt inspired and had tons of ideas. From posts about social media, to life as a working mom, to booth life, these headshots will be in the mix!

How often should you update them?

Basically, you should look like your pictures. Your hair should be relatively similar and no one should have to guess who it is. Likely every 5-7 years will make sense. It it’s more than that you have to question if you are doing yourself a dis-service. In this world where we zoom so often, people expect you to look like your photo. Using an old, out of date, or air brushed photo is almost worse than not having a picture because it undermines the foundation of your brand: you. So keep your headshots up-to-date, and have fun with them!

Filed Under: About Me, Client Relationships, Marketing/Branding, Voiceover Tagged With: brand, brand awareness, branding, Business, happy, headshots, millenial, small business, social media, studio dogs, upbeat, VO, voice actor, voice over, voice over business, voiceover, working mom, youthful

Rebranding my Voice Over Business and Website

February 21, 2021 by Laura Schreiber

Why Did I Need A Change?

As a professional voice over actor, I think a lot about the vibe that my clients and my industry friends get when they visit my website, my virtual storefront. Back in 2015, I worked with the amazing Anne Ganguzza and Sara Waters to come up with my original branding. I loved it. As a new business, it was the perfect look. It was refreshing and upbeat. The colors were spot on and it was timely. I was building my body of work, and for a while the site worked perfectly.

Original Laura Schreiber Voice Logo from 2016
While this logo matched my original branding, I never loved it. It did, however, match everything so it worked well on social media.

I worked with a separate graphic designer to do my first logo. I had heard from lots of people in the industry that having things like a microphone in your logo was very “over-played.” At the time, I listened. I went for a simple logo that matched my branding. The problem was that I never loved the logo. I never loved the font. I soon realized I never loved the font on my website, it just did not feel like me. So I chose a different fond on my logo, but I too felt like that was just off. For years I chose to only have my logo on items like invoices and rate cards, but nowhere else. It was beautifully done, it just was not me.

Over time, I am proud to have built a strong voice over business. As a working mom, I want clients to see the fierce passion with which I approach every project. While I am upbeat and happy, and do still love pink, there was an edge that my previous branding lacked. I almost felt that version was what you would expect if you know me briefly, but I wanted people to see all sides of me, so it was time to rebrand and really show folks who I am and what I have to offer.

Starting With My VO Logo

The logo redesign matters a lot to me. Just as often as I work with agents and video production companies, I am also often hired by law firms or accountants who need new phone systems or explainers and they want to work with me directly. I wanted clients who were in no way connected to VO to look at my logo and know what field I worked in.I felt very strongly about this. Frankly, if I could have had a microphone, sound booth, wave form, and headphones all on my logo I would have!

LSV New Logo
I was thrilled with the way Sara incorporated my favorite colors, leopard print, and a microphone. This font also represents my personality well.

I had all of this in mind and had to decide who was going to do the work. I have had a very close friendship with my website team at Voice Actor Websites. If you know Joe Davis and Karin Barth, they are incredible people and very good at SEO. I had no desire to change that. While they do have artists on their team, I was considering bringing someone else on board. I just wanted something different. I began reaching out to lots of different folks. When I spoke to Sara Noto of Notobella designs, we clicked. She just got it and I knew I wanted to work with her on the graphic elements of the site. I connected Sara, Joe, and Karin, and we were in motion.

Sara was a delight to work with. She asked questions that no one else asked. She asked me what my favorite flowers were and what my favorite shade of pink is. I was elated. I knew the direction was the right one. She began sending options of logos, and I was so excited. We got where I wanted to be very quickly and from there everything fell into place.

Choice I Had To Make

Sample of New Website pageAs I said before, there were elements of my previous branding that I loved. I loved a lot of the pink. I did not love the contrast between the pink and the black. Instead of the bubbles I had before, we whose to do something that combined my favorite flowers and leopard print. Again, I wanted this to have some edge to it, while retaining some warmth.

I was also worried about my SEO. The reason I wanted Sara to work with Joe and his team, was that Joe explained that any changes I made could effect my SEO, and that was frightening. So, every design element was made with SEO in mind.

It All Came Together

I am thrilled with how my voice over branding came together. As a female voice actor, it’s hard to come up with something new and different. There are so many great sites out there. I decided to be myself, despite the advice of some of the other designers I spoke to, and I am so thankful I did. There are some big changes on this site. For

LSV Contact Form
This is me with my precious dogs in Philly, and I was thrilled with the choice to use personal photos.

example, the photos used were take in my booth when I was speaking at an eLearning conference via zoom last June. I love that they are action shots and I have my headphones on.  The new picture on my contact page has both of my dogs and was take by my sister at my parents’ house in Philly where I grew up. I love this photo and it means so much to me. We also got rid of the sliders at the top which should reduce the load time. The other item that was eliminated was my instagram feed. I have mixed feelings about this, because I thought it was fun having it there, but I think it is more important to have a client-centered site and think about what they need to see when they are casting a new project.

Making changes can be hard. Everyone seems to have an opinion, even when you don’t ask for it. I think if you intend to re-brand, wait to make the investment until YOU know what YOU want. After all, the purpose of the brands is for you clients to know what makes you stand out from your competitors, so if others impose their opinion on you and their ideas take over, you will never get the branding you love.

Filed Under: About Me, Marketing/Branding, Voiceover Tagged With: Anne Ganguzza, branding, female voice actor, graphic designer, Joe Davis, Karin Barth, logo, professional full time voice over actor, Sara Noto, SEO, VO, voice actor websites, voice over, voiceover, working mom

VO Holiday Wishlist: Have I Been Naughty or Nice?

December 20, 2020 by Laura Schreiber

Daring to Dream

Santa's Nice List‘Tis the season, and this season, after another year of really hard work, I’m sure hoping that I made Santa’s nice list! Anyone who is an established professional in voice over will tell you that at some point we were bold enough to chase a dream. I would not be where I am in voiceover today if I didn’t have confidence in myself and passion for voiceover, but ultimately, it all came from a big dream of a career in voice over. Having dreams, or visions of where my career will go has served me well, and what better time of year to think about what I want for myself in 2021 then the week that Santa is getting on his sled! So Santa, please stuff this VO Mama’s stocking with:

Commercial Campaigns

For the past two years, I have been focussing on booking more campaigns and fewer one-offs. Slowly but surely, it is happening. My hope is that in the coming year, these campaigns continue to bring a blend of tv, radio, and social media. Usage has been a big part of the conversation in most of my bookings recently, so my hope is that as more campaigns come in, the usage for clients is more clear and they are prepared to pay industry standard rates for it! I enjoy working with my clients on these repeat spots, so I sure hope Santa sends some my way! Here is one from a campaign I did in the last few months:

https://youtu.be/lZHAdtN3QZ0

Rosters

Santa, please help me join more rosters this year! Whether they are for eLearning content providers, explainer companies, or commercial producers, here I am! I am already on the rosters for Pandora, Spotify, and iHeart Media, and I love working with their teams and look forward to the repeat business. For my eLearning clients, when the work comes in, it is really exciting to hear from the instructional designers and know that they had my voice in mind specifically. I look forward to building my roster of rosters in 2021!

Website Updates

Photo of Website Homepage Mobile VersionSanta, a website package would be great this holiday! It’s been a while, and I sure need to shake things up! I love working on my website. I look at it as my storefront, and I try to add new content regularly. This year, I think it is time to freshen up my branding. A lot has changed in my business since it was done five years ago, and I would like my website to reflect that. I love the team that I work with, and I want to come up with something that still reflects my brand but also works better with how I want my clients to see me. I want them to know how hard I will work for them and to have confidence when casting me. I still want my bubbly personality to shine through. My dilemma, because of the pandemic, is whether or not to keep my headshots and work with them or to get new ones, so let’s see that Santa suggests!

New Demos

Santa, it is time for some new demos! In 2020, the only new demo that I did was a Covid-19 demo. I also did a refresh of my commercial demo and added in real, booked work that reflected trends in what I am typically asked for. While I have some demos that are still pretty solid, I think it is time to enhance my sweet of demos at this point. I think in 2021, I will focus on narration. I want to have demos that display the current, bookable reads and show my range. I think my basic narration demo is a little old and could be updated. I also have a medical narration demo in the works.

Demos

Let’s Get Real

Santa's sled and reindeerDo I actually expect Santa to stuff my stocking with all of these treats? In truth, Christmas is not a holiday that my family observes, but as an American I have always LOVED this season. From the decorations to the cookies, I savor this time of year with my family. I enjoy thinking about the idea of Christmas magic. In truth, I have seen many hard working talents on the verge of giving up. A little holiday magic could help us all. What I believe most is that success takes vision, hard work, commitment, talent, and yes, a little luck. So this Christmas, as we eat cookies, drink eggnog lattes, and enjoy time at home, my dream is also for a little holiday luck for all my VO besties.

Filed Under: Voiceover, working mom Tagged With: branding, commercial Campaigns, dream, naughty or nice, new demos, radio, rosters, social media, TV, update, VO, VO Mama, voice over, voiceover, website, website update, working mom

Case Study of a Directed VO Session With JP Morgan

November 1, 2020 by Laura Schreiber

The Casting

Pink PhoneMy recent commercial booking for JP Morgan makes for a great case study in voice over bookings. As a professional voice actor, every booking makes us happy, but when the producer emailed me about these radio spots, his explanation was interesting. I was cast directly without auditioning. He did not mention my voice. Nor did he mention my demos. In this instance, it was a matter of scheduling and availability. As I work full-time, they needed someone who could accommodate a live session at a specific time, which turned out to be 11 a.m. on a Friday morning, and he needed to confirm that I was available. The timing, in this scenario, was the most important question I was asked. The producer got back to me and confirmed that I had indeed booked two spots and it was a go. I was delighted.

The Tech

I asked the producer if we would be using Source Connect or Zoom, the most common ways I connect for live sessions. Initially he gave me a phone patch dial-in and password. This would have been fine. Then, at dinnertime the night before the session, the producer said that the clients preferred Zoom and the team at Spotify sent a link. That was also fine. I recently worked with the VO Tech Guru, and he showed me how to do audio playback during zoom sessions, so I was really excited to test it out during my session.

The Pre-Session Prep

Copy rightI prepare for every single session, whether I am self-directing or in a live session. Part of my prep is administrative. I take some time to log the job in my CRM and create the invoice. I then print a large print version of the script using my preferred font. Then, prior to marking up the script, I spend a bit of time researching the brand and their other ads. Interestingly, JP Morgan and Chase are linked. As a client, when I log in for my JP morgan account I also log into my chase account. Well, at the moment, the below Chase spot is the most sought after read in a long time. Clients often request this as the benchmark for tone, style, and pacing, so I had this in mind going into my session for sure.

https://youtu.be/Kk1dPgA2KxM

The Start of the Call

PcI think the start of a live session is really important. There happened to be a lot of people on this call. In addition to the producer, there were several people from the Spotify team and several people from the JP Morgan Team, including the scrip writer. In my mind looking back here were at least eight people on the session. It is my job to make them happy and to make them comfortable. I try to use the time at the start of the session to let them know that my feelings are not a factor, and that the only thing that would upset me would be for them to know have exactly what they need at the end of the call. I try to have friendly banter, but I want them to know and to be comfortable that I will give them whatever they need, and that it is not about me, it is about them. I think there are a few precious moments to establish this rapport and set the tone.

Working Through the Spots

pink headphonesWith so many on the call, there can be a lot of side chats during a directed session to make sure everybody has the takes that they want. This team was fantastic. They gave very clear direction and it was easy to take their feedback and run with it. They also all remembered to mute themselves while I was recording, which makes everything seamless. In this session, I read the first script all the way through three times. They gave me feedback. I again did three takes, and then we did some variations of the lines. Then, after the line reads, we did the whole script again. It really came together nicely. It was also super exciting to use Zoom’s audio share feature to play back the audio for the clients during the session so that they could mark the takes that they liked and we could also check the timing of the spots. Then we moved on to the next script, and worked through it the same way. The second one went a little faster as I understood what they were looking for from the first spot. All in all, the group was great to work with. For me, because JP Morgan is my bank and I use the app, it was easy to see the product and be enthusiastic about it because I actually enjoy the very features I was describing.

The Aftermath

After the session, I simply sent the drop box link to the producer. I had been deleting outtakes and pausing while we chatted during the session. As I’ve been doing this for years, I am now accustomed to marking the spots and deleting what is not needed during the session. It makes it so much easier to do it in the moment! It is a moment of great joy when I attach he link knowing that the producer now has what they want!

Final Thoughts

Two pink hands shakingI am often asked whether I prefer live sessions or self directing. The answer is really that it depends. I love self directing because it gives me a chance to be creative and a freedom to interpret the texts in front of me. I can explore my imagination and see where it goes. The downside, of course, is that there is always a chance of missing the mark and not giving the client what they need. With live sessions, I love the creative collaboration. I love working with other people. When I have the opportunity to work with the people who created the product or the people who wrote the script, I get a higher level of understanding and can often bring more nuance to the read. So, the answer is still: I depends.

Filed Under: Client Relationships, Live Sessions, Voiceover Tagged With: Audio Branding, bookings, branding, casting, commercials, directed session, JP Morgan, live session, phone patch, producers, radio, Schedule, Source Connect, Spotify, VO, Zoom

Branding and Voiceover

February 10, 2020 by Laura Schreiber

If My Job is to Voice Other Brands, Why Does my Brand Matter?

As a voice over artist, I have the privilege of voicing projects for the brands we know, love, and use in our daily lives! While every single job is exciting, when a brand name that my family uses all the time, like Dove or Gap or Kind Bar, books me I am ecstatic because those brand names have such huge brand recognition. Why, then, does it matter if I, as a voiceover actor, have a brand associated with my name? What I learned as soon as I began my VO journey years ago is that I am not just voicing projects for these brands. Instead, I myself am also a small business owner and need to create and maintain a brand that my clients can identify with and connect to in order to understand the service that I provide. Branding is essential to success in voiceover.

When Did My Own Branding Journey Begin?

My very first coach in voice over was the amazing Anne Ganguzza. When we started working together years ago on my commercial demo, I immediately had lots of questions about her website. Anne explained to me that we could have separate sessions to work on my branding as we got closer to my recording date. We scheduled everything so that my website would be ready to launch when I had my demo. Even though I was new to the industry, Anne’s website stood out to me because there was a grandiose impression to it that others simply lacked. I had considered doing my commercial demos with other coaches. Frankly, Anne’s website and the brilliance of Anne’s virtual store front was so impressive and resonated with me so much so that I just had to work with her. Over the years I have continued to follow Anne on all fronts and I continue to learn from her. Her marketing is seamless. Everything ties together. She is sets the bar high for us all.

So what was our approach? Well to really understand it you would have to work with Anne, but we did have a session where there was a lot of question and answer. To be clear, I think that Anne is able to help with branding so well because she works so hard to get to know her students on multiple levels. Anne then worked with creative genius Sarah Waters. They came up with the concept that is on my website and all of my marketing content today. It represents my personality, my hope, my dreams, and my vision for my small business. My branding concept was the result of a collaborative effort of a lot of creative people.

Your Website as Your Store Front

Now let’s enter the folks at https://www.voiceactorwebsites.com/, Joe Davis and Karin Barth, absolute geniuses!! At some point years ago Sara stepped away and Joe took over. Joe is so amazing and the transition was so seamless that I actually had no idea it happened. I have been working with Joe for so long that he has become a close and cherished friend. I value his advice and feedback as there is frankly no one who understands a voice actor’s SEO better than he does. I also work closely with Karin to make constant changes and updates and she has been a true blessing. She is wonderful. At some point, I think around 2018, I upgraded my website between the initial scrolling page that I had done with Anne and Sarah to the mega multi-page format that is alive today. This was a huge undertaking and a tremendous investment in my brand.

In voiceover, your website is your store front. If a client can’t find you, they can’t hire you. If they come to your store front and they don’t like what they see, or they can’t find what they need quickly and easily, you will lose the sale. Like all brands, you only have one chance to make a first impression. If you are in voice over, your demos should be obvious and easy to find, as well as your contact information. Everything else is gravy. How you dress it up is your branding. My web page is super pink and super bubbly. Just like me. Perhaps looking at some samples of other successful solopreneurs to find common trends makes sense, as there is certainly a pattern here:

Cast Study:

Let’s look at some women who are thriving in voiceover today and setting the bar high. I am throwing myself into the mix because I work really hard every single day on my brand and I try to follow the rule and trends that I observe. Here is a chart that I have created and from these examples there is a lot that we can extrapolate:

What Can We Learn From these Samples?

  1. All of these websites have a real brand that is obvious as soon as you open the page. The branding set the tone or vibe about the voice over actor and is maintained through out the fresh content.
  2. All of these women solopreneurs are active on at least one form of social media, and most are on multiple forms of social media. They consistently carry out the branding from their website in their posts.
  3. Many of these women either have their own podcast or are regular guests on others’ podcasts.
  4. These women are often teaching voice over or giving workshops either on their craft, marketing, branding, or something related to some aspect of their business.
  5. These women all have a logo or theme from there website that is unique to their brand and has become recognizable in the industry from their postings.

Filed Under: Marketing/Branding, Voiceover Tagged With: brand recognition, branding, case studies, first impressions, Marketing, SEO, small business owner, solopreneur, VO, voiceover, websites

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