Brand Versus Category

Hey, there!

In another issue, I talked about not trying to specialize in VO, but being a generalist.

And I followed it up with further discussion.

Then, I got an email telling me I was crazy, that I didn’t know what I was talking about. Here’s what I got.

The email read:


You are crazy. My brand is squeaky, little-girl voice kids and women. And I know my brand – I do animation. Period. I put all my effort into animation, and completely ignore everything else, because that’s what my voice is good for. I don’t buy your “be a generalist” stuff. I usually think you’re a genius, but seriously, we’re not all amazing in all categories like you apparently are.

— Angel”

Angel, I’m not crazy.

But you’ve made a classic mistake that I hope you’re willing to consider and correct, for your own financial benefit.

You’ve confused brand with category.

It’s as simple as that.

Your brand is what you’ve described as “squeaky, little-girl” and you concentrate on animation because of that.

Do you think there is no work for your type of voice in commercials? Have you heard kid’s toys and cereal commercials lately?

Do you think there is no work for your type of voice in apps? Have you downloaded and played a Disney game in app form lately?

Do you think there is no work for your type of voice in audiobooks? Have you auditioned for a toddler book on ACX lately?

I could go on – but branding is what marketers call “horizontal” – across all forms, or categories, of voiceover.

Categories, on the other hand, are the vertical silos in which we do certain types of work, all of which might someday benefit from our personal brand.

(And I’m not amazing in all categories – I doubt I’d win in an animation or toy voice audition against you.)

My point is this: don’t confuse brand with category of work – and be prepared for and be open to doing all forms of work, when your brand is called for, and don’t arbitrarily decide you’re only right for one category of work, based on your brand.

Hope this helps!


10 Responses to 6 Steps to a Perfect VO Demo

  1. Kelli August 18, 2011 at 2:58 am #

    I feel really good about my demo. It is a quick and fun process, even for someone like me who gets very self concious. :)

  2. David Britz September 5, 2011 at 11:25 pm #

    The demos are great. Superb quality. Why go anywhere else?

  3. David Britz October 20, 2011 at 3:51 pm #

    Can’t wait to record my Narration VO Demo!! :))

  4. Mike Brang December 31, 2013 at 9:44 am #

    Having a well-produced demo is one of the most important things in the VO business. I had a number of demos made from other producers in the past and they all had one thing in common — that manufactured, cookie cutter sound!
    What sets David apart from the rest, besides his affordable price and tremendously fast turn around time, is that all of the clips you record with him sound unique. Each spot sounds like an actual commercial you recorded for a job.
    My agent loved the quality and even asked who produced it to refer his other talent there!

    Thanks again, David for producing such a great, high quality demo for me. You made the process relaxing and enjoyable. I urge anyone reading this unsolicited reply to listen to David’s student demos to hear the difference for yourself. Anyone would be lucky to work with him

  5. Kristy Liles February 9, 2017 at 7:04 pm #

    I can not thank you enough. I worked so hard on 15 page IVR project, one day I cryed, look for answers, pull my hear (not really) but I was about until another VO send me this great tool. Thanks!

  6. Frank June 11, 2017 at 9:51 pm #


    When v123 indicates the audition is for a student/ nonprofit are we to assume it is for $0. If so, why does the audition ask for an amount to be entered?

  7. shirley jordan June 12, 2017 at 5:58 pm #

    I did get this scam through Voice 123. In our discourse, they offered me the gig and they gave me the name of a legit local place to record and the same runaround with the money. I didn’t send anything, but instead, I called the studio to make sure the booking was for the day we set up, and lo and behold, the people there had no idea what I was talking about. I then tried to call back my “contact person” who was setting this up and there was a fax machine beep on the other end. I immediately contacted Voice 123 and told them what had happened. You know what they say…if it sounds togaed to be true, it probably is. Thanks for the reminder!

  8. shirley jordan June 12, 2017 at 5:59 pm #

    …too good…not togaed.
    The one time spell check didn’t work!

  9. Bernard Prame July 1, 2017 at 9:44 pm #

    extremely helpful demo. Thank you!

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