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