What does your brand sound like?

Branding consultants are very fond of reminding us that brands are like people and it is human characteristics that make them easier to relate to.

This is why brand managers spend so much time and money on designing how they look and feel.

The colours they choose. The typeface they go for. The photographic style.

But how many brands overlook what is the most unique personality trait of all?

The voice.

We’re only human. We make judgements based on voice every day.

We call the customer service desk at the bank and decide, having heard the lethargic call centre girl’s disinterested drawl, that we have to close our account.

We feel comforted by the unflappable, mature diction of the captain on our Airbus A380 as it hits a spot of turbulence over Singapore.

We are infected by the enthusiasm of the nerd trying to sell us the latest carbon fibre bike.

We should bear these everyday things in mind when we choose a voice over artist for TV, radio or online.

If we see a commercial for Volvo, we assume it is Volvo talking to us.

So, that’s why the guy sounds Scaninavian, about 40 years old, well-educated and interested in detail to the point of dullness.

And that’s why the voice over isn’t a teenage American who we guess is probably called Janet who has only been a passenger in her dad’s car.

(These examples aren’t meant to be ageist or sexist but if you think either one is, then it kind of proves the point that voices provoke judgements.)

So, is your brand middle aged, wise, sparky, trustworthy, male, female or Welsh?

The person listening will draw their own conclusion if you don’t.