what you need to know about corporate voiceover
From time to time, corporations must share important and vital messages with their customers or even their employees. When a brand shares a message like this, it’s more important than ever to ensure that the content is shared in an appropriate and professional manner. Every piece of content that a brand puts out is a reflection of that company, so you have to make it count.
Using the right voice for this process is vital. Professional voiceover can help convey the proper tone and mood of these messages. An authoritative, friendly, and clear voice will be the best choice for company communications. Choosing the right voice starts with understanding your audience. Let’s go over the various types of corporate narration, which will help us figure out how to choose the right voice for the job.
Types of Corporate Narration
Internal Corporate Voice Over
Internal corporate narrations are usually videos that employees will view. They can be instructional, as well as informational. Here are some examples of internal corporate voiceover projects:
Corporate Imaging. This is the typical “Who We Are” video that helps onboard new employees. It usually provides a summary of the company’s history, its current status, as well as its mission statement or goals.
Internal Communications. When you run a large company, and you need to keep employees up to speed on the latest and greatest, mass internal communications are an effective method of relaying information. Types of info shared in these communications can be procedures, protocols, among other topics. For example, a business could share important info regarding 401k plans or even workplace safety notices.
Training Videos. Simply put, this content gives employees step-by-step instruction for completing various tasks to which they are assigned. For example: learning how to work with newly integrated technology or services used by the business.
Because these messages are all internal, the type of voice required is usually one that is clear, easy to understand, and professional. You’re not really trying to “sell” anything to this demographic, as employees are on your team already.
external corporate voice over
External corporate voice over is quite different from the internal content we just discussed. This type of narration is more for advertising purposes, or for relaying public service announcements. Brands need to carefully choose the right voice for this type of work, as you are essentially choosing a “brand voice” that represents your company. For example, think about that one guy that voices all the T-Mobile advertisements. You hear his voice, and you instantly recognize who he is, and what brand he represents. That’s the true power of quality voiceover. Focus on how you want your customers to feel when they hear your message, and then find a voice that makes you feel that way when you hear it.
Here are some examples of external corporate voiceover:
Advertising. Not much to explain here. You’re showcasing a product or service on some paid form of media. Television commercials, radio, internet ads, etc. all do well with high quality voiceover content.
PSAs or other public communications. How-to videos on company websites are a great example of this. Other examples of PSAs include interviews, dramatizations, or animations that explain important concepts to the public.
how to find the right voice for the job
When searching for a voice actor to narrate your corporate video voice over project, you need to consider your audience. Is this content intended for an internal, or external audience? The way you speak to new hires is ultimately different than how you might speak to a potential customer.
If you’re crafting content for employees, consider a voice actor with a tone described as informational, friendly, or perhaps conversational. You want this content to sound natural. Also, make sure your chosen narrator is speaking fairly quickly, as there’s nothing worse than a dull narration moving at a snail’s pace. Not too quickly though, as we don’t want to confuse listeners. It’s a balancing act.
Now, if you’re putting together an advertisement for your company, you will want a voice that appeals to customers. Consider the ideal customer and what those demographics are, and then choose a voice that is appropriate for the job. There aren’t really any rules, per se, but you’ll want to find a voice that your customers can relate to and trust. Good enunciation, good tone, and a sense of professionalism/experience can go a long way in these corporate narrations.
set your chosen voice actor up for success
You’ve find the right voice for the job. Great! Now what?
Well, in order for voiceover talent to be successful in their work, they need to have good context for the job. They also need to have the right materials at their disposal. Here’s what that looks like:
Define your intended audience for the voice actor. Let them know who they are speaking to, and why. They may be able to glean this from the script you provide, but any additional context you can provide helps a lot.
Share some inspiration. If you have other projects that have turned out well, share that content with the voice actor. Or, if you have reference material that you’ve found elsewhere, share that. If we can hear the kind of narration you want by listening to samples you provide, it makes it a whole lot easier to identify the appropriate narration style for your project.
Provide a scratch track. If you have the means to record a scratch track in house, do it. It doesn’t have to be perfect, and we certainly don’t expect it to be. It just helps voice actors like myself understand the type of delivery you want. We will be able to hear your cadence, your inflections, and other details that may help inform our own performance.
Share the footage and/or the background music. The visual and auditory elements outside of the voiceover track can have a huge impact on the overall feel of a piece. Music, for instance, really helps to convey emotion. We as voice actors want to complement those emotions with our own narration. For example: if there’s a sad music bed in a video, upbeat or happy narration might sound wonky and out of place.
Consider a live directed session. I recommend live direction in most situations, honestly. Setting aside 30 minutes of your time to meet virtually with the voice actor will do wonders for the quality of the production. Getting real-time feedback helps voice actors deliver the best possible performance, and it will be much easier to nail down a read that encapsulates your creative vision for the piece. Doing this also helps reduce a lot of the back and forth that can occur with revision requests. Avoid the hassle, and do it live.
Conclusion
When you ensure that you understand the type of corporate narration you’re after, and choose the appropriate voice, you’re bound to create awesome content. Just remember to use the tips I’ve provided and set your voice actor up for success. That will ensure you create content that is effective and relevant for your intended audience.
Hey, if you need a voice actor for your corporate narration projects, get in touch today. I’ve worked with thousands of companies, including Fortune 500 companies like CVS Health, Hovnanian Enterprises, and IBM. Send me a message with the details of your project, and I will provide a free quote along with an audition sample to ensure we’re a good fit. Let’s get it done.
