Selecting the right voice for your product involves many important considerations. In the following two posts, I’ll share a few thoughts drawn from my experience—first as a producer/director, and now as a voice talent with over twenty years behind the mic. The first post will cover foundational principles, followed by a second post focusing on best practices from top creative directors, producers, directors, casting agents, and voice talent.
Choosing the Right Voice for Your Brand – A Few Thoughts from a Professional Voice Actor
The Power of Voice in Branding
In today’s crowded marketplace, brands need every edge to stand out. One highly impactful yet often overlooked tool? Voice. Your brand’s voice can transform a simple message into an unforgettable experience, forging a genuine connection with audiences. Here are some essential insights based upon my experience for selecting a voice that perfectly aligns with your brand identity, resonates with your audience, and differentiates you from competitors.
Define Your Brand Personality
Before moving into voice selection, it’s crucial to clarify your brand’s personality. Ask yourself: Is my brand playful and approachable, serious and professional, or sophisticated and refined? The right voice should embody these traits to create a natural connection with your audience.
Pro Tip: Start by making a list of adjectives that capture your brand’s character, then match them with vocal qualities. For example, a fun, youthful brand might look for a light, energetic voice, while a luxury brand may seek a deeper, more deliberate tone.
Example: Coca-Cola
Coca-Cola consistently opts for voices that are warm, friendly, and optimistic, reinforcing their message of happiness and connection across all media.
Understand Your Target Audience
Your audience should play a central role in guiding your voice selection. Think about who you’re talking to—consider factors such as age, gender, interests, and even cultural background. The right voice can bridge the gap between your brand and your target demographic, making your message feel both relevant and authentic.
Example: Apple
Apple's voiceovers are calm, minimalist, and confident, aligning seamlessly with their tech-savvy, forward-thinking audience and reinforcing the sleek, innovative feel of their brand.
Match the Tone to Your Platform
It’s not only about who you’re speaking to but also where they’ll hear you. Different platforms demand different vocal approaches. For instance, a commercial might call for a bold, high-energy voice, while an explainer video may benefit from a more relaxed, conversational tone.
Pro Tip: Match the tone to the platform. For instance, a podcast could benefit from a more laid-back approach, whereas a digital ad might need something more upbeat and engaging.
Ensure Authenticity in Voice Selection
Today’s audiences value authenticity and are quick to pick up on anything that feels forced. Voices that sound natural and relatable tend to build stronger, more lasting connections.
Example: Old Spice
Old Spice's rebranding campaign is a prime example. The brand’s bold, humorous voiceover resonated with audiences, reinforcing its quirky, offbeat personality and standing out in the marketplace.
Audition Multiple Voice Actors
Choosing the right voice is a significant decision. Listen to several voice actors to hear a range of interpretations that could work for your brand. This helps you identify a voice that feels like a true fit.
Pro Tip: When listening to auditions, close your eyes and focus on the emotions each voice evokes. Ask yourself: Does this voice capture my brand’s essence and make me feel connected?
Maintain Voice Consistency
Consistency is key to brand recognition. Once you’ve found a voice that works, use it across various campaigns and platforms to strengthen your brand identity and create familiarity for your audience.
Example: Geico
Geico’s use of the same Australian-accented voice for their gecko mascot has made it iconic, instantly recognizable, and synonymous with their brand.
Building a Foundation for Brand Voice Success
Crafting the perfect brand voice requires time, effort, and a thoughtful understanding of your brand identity and audience. With these foundational steps, you’re well on your way to establishing a voice that will truly embody your brand.
In my next post, I’ll share advanced techniques—such as mastering vocal pacing, using micro-expressions, and leveraging resonance—that can elevate a brand's voice from effective to unforgettable.
Standby for Post Two.
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