So the bean counters have decided it’s time to ramp up the marketing, and you need to get a voice for the brand. Maybe because you have a video project which requires narration, you’re thinking of doing a radio commercial, you want to capitalize on in-store opportunities with in-store messaging, or because you’re getting a brand new phone system which has an auto attendant feature, and it’s also time to get an on-hold message.
Whatever the reason, most folks simply listen to a few voice over samples and choose which one they think sounds good to them, or select whichever is the cheapest and that’s what they go with. Truth be told, this is not a very successful approach. Why? Well, the voice of your brand should match the culture of the brand, but just as importantly the target audience with whom you’re trying to connect – not what you find to your own personal liking.