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Lesson 3 of 4 · 4 min

One voice across assets

A campaign sounds like one brand rather than five narrators.

Picking a voice per asset produces a campaign where every piece sounds like it came from a different company, which is exactly what it looks like to the audience.

Steps

  1. Choose one voice for the campaign before you make the first asset.
  2. Save it and reuse it rather than picking again.
  3. Keep the delivery consistent too, not just the voice.
  4. Listen to two assets back to back before shipping the set.

Why consistency compounds

The same reason a consistent presenter works. Recognition is doing work that no single asset can do on its own, and it only accumulates if the thing being recognised stays the same.

What to watch for

A second voice is worth it when it means something, for example a different character or a customer quote. Random variation is not a second voice, it is an inconsistency.