The Dangerous Illusion of DIY Branding
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By Rudy Gaskins, 10/5/25
When I think back on my years running a boutique ad agency, I’m reminded of how serious branding really is. Clients like American Express trusted us with hundreds of thousands of dollars and insisted on absolute precision. AMEX’s rule was simple: “Stay within the blue box.” At first glance, that might sound limiting, especially in a world obsessed with “thinking outside the box.” But that old slogan has long lost its edge. The real genius lies in mastering the box, understanding its meaning, its discipline, and its promise. For AMEX, staying inside the blue box wasn’t a constraint; it was a creative compass that inspired some of the most consistent, trusted, and admired branding in history. It proved that clarity is not confinement; it’s freedom with purpose.
That experience taught me something that I now share with voice actors: branding isn’t something you have to figure out on your own. And why would you? You didn’t become a voice actor to become a marketer. You became a voice actor to tell stories, to move people, to bring characters and scripts to life in ways only you can. That is already a full-time pursuit. Expecting yourself to also master branding at a professional level is like asking a dentist to direct a Broadway play. It doesn’t make sense, and it doesn’t have to.
Voice actors often turn to friends, family, or even fellow actors for advice on branding. The intentions are good, but the feedback is usually personal opinion, not strategy. Professional marketers bring something very different: training in audience psychology, market positioning, and design language. Just as you value being trusted for your skill when a client needs a professional voice, marketers are most effective when you trust their expertise in building your professional identity.
Working with a marketer isn’t about surrendering control. It’s about gaining clarity. A good marketer doesn’t erase who you are. They take your story, your talent, and your values and shape them into a brand that resonates with decision-makers. That process often requires you to be more open than you may have ever been before. A strong branding conversation can hold up a mirror and show you things about yourself you hadn’t recognized. That kind of vulnerability can feel uncomfortable at first, but it’s actually a gift. You’re lucky when you reach that realization, because it means you’ve opened the door to building something authentic and compelling.
From Society of Voice Arts and Scences
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There’s another important point here. Once you’ve built something with a marketer, resist the temptation to immediately pass it around to friends, family, or colleagues for feedback. Those opinions are valuable in their own right, but they are not rooted in strategy. If you feel you must seek outside impressions, do it in partnership with your marketer. Work out a way to frame the questions so that the feedback you gather actually serves the brand strategy, rather than pulling it apart. In that way, you can still hear how others respond, but in a context that supports the work rather than undermines it.
It helps to remember that branding is not like decorating your home. At home, your taste is the only voice that counts. If you love a certain paint color, that’s all that matters. But your brand is more like a hotel you’re inviting others to experience. You want people to feel welcomed, impressed, and eager to return. That requires choices based not solely on what pleases you, but on what creates the right impression for your audience. Marketers are skilled at balancing your identity with the expectations of the people you most want to attract.
And here’s the freeing part: you don’t have to become a branding expert. You don’t need to spend hours tinkering with logos or fonts, or comparing yourself endlessly to others. Your gift is your performance, your ability to connect through your voice. That’s where your focus serves you and your client. Every hour spent wrestling with DIY branding tools is an hour you’re not deepening the craft that sets you apart.
Think of working with a marketer as an investment in yourself, the same way you invest in coaching, demos, or better equipment. Each of these choices strengthens your presence and positions you to be seen and heard more clearly. Branding is no different. Done well, it builds trust before you even step into a session or send out an audition. It positions you as a solution, not just another hopeful talent.
When I look back at the best branding partnerships I’ve seen, what stands out isn’t just the logos or the websites. It’s the sense of relief that comes over the client once the brand is in place, thriving and measurable. They no longer feel the burden of trying to “get it right” on their own. They can get back to doing the work they love, knowing that their brand is speaking on their behalf with strength and clarity.
Many voice actors hesitate to work with professional marketers because of cost, and that is completely understandable. Branding is an investment, and not everyone is ready to fund it all at once. But that does not mean you have to stand still. There are ways to engage with experts strategically, through consultations, workshops, or short-term guidance, that help you build a roadmap at your own pace. This kind of gradual approach allows you to learn, plan, and make thoughtful decisions without wasting time or money on guesswork. When the resources do align, whether through savings, a new client, or simply better timing, you will be ready to move forward with confidence and clarity. In the meantime, you are not waiting; you are building smartly, deliberately, and with purpose, while continuing to hone your craft and show up fully as the artist you set out to be. ♦︎♦︎♦︎
Rudy Gaskins is the CEO and co-founder of the Society of Voice Arts and Sciences (SOVAS), a nonprofit organization dedicated to supporting the global community of voice actors and the professionals who contribute to the voice acting industry. I have co-created That’s Voiceover!™ Career Expo and the Voice Arts® Awards . Rudy is an Emmy Award-winning TV producer and documentary filmmaker, with a career spanning PBS, ABC News, NBC Sports, Court TV, and Food Network. His natural talent for advertising led him to become Vice President of Creative Services at Court TV, after which he founded Push Creative Advertising, offering branding services for major global brands such as American Express, Lexus, NBC Sports, Delta Air Lines, Costco, Food Network, BET, and TV One. He has received numerous awards across the media spectrum, including multiple Telly and Promax awards. Under his leadership, SOVAS has been honored with Special Congressional Recognition from the United States Congress, a Certificate of Merit from the New York State Assembly, a City Council Citation from The Council of the City of New York, and the prestigious Barry Cronin Award from the American Council of the Blind for Audio Decription Talent Promotion.
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