Guest post by Cliff Zellman
This is a guest post by engineer extraordinaire and my audio engineering mentor, Cliff Zellman. Starting out as his assistant quite a few years ago, Cliff and I worked together making records for internationally renowned recording artists, as well as, local musicians in the LA area. Since then he's become the go-to guy for voice over performing, original music compositions and script writing at RadioVision in Dallas, Texas.
Having been in the production industry for over 30+ years, Cliff has pretty much recorded, produced, directed and edited just about anything & everything audio. Below is a very insightful piece he wrote on the differences between Branding and Positioning.
Take it away, Cliff!
Lately, there has been an over abundance of self-injected philosophies on Branding. It seems to be an easy subject to sell for coaches and mentors offering voice performance related services. Some come in the way of a “webinar” (insert unnecessary definition of webinar here), blogs, social media postings and face-to-face classes and seminars. What they mostly offer is a list of “example brands”, nationals such as Campbell’s Soup, Levi’s, CNN, Chevy, and Kleenex or tagged to an individual like Cher, Lady Gaga, Don LaFontaine, Oprah, or Elton. They follow by saying, “These are brands. You need to have a brand. You need to stick out from the crowd. Be noticed.” OK, I just signed up, paid my money and invested my time to be in your audience– how do I do it? Most likely you will hear that same line repeated and I will spare you that. Just go back a few sentences and read it again if you must.
What I rarely hear being discussed is Positioning. Why? Maybe it’s not as sexy as branding. BRANDING! Wow that’s a cool word, so instant and so final at the same time. It sounds so powerful. This is MINE!