How to Choose the Right Voice for Your Brand Video: A Simple Guide

Brand videos are often the glossy veneer that marketing departments use to distract us from the crushing reality of quarterly sales figures. However, they’re also remarkably effective tools when done right. And the cornerstone of any effective brand video is the voice-over. Get it right, and your audience might actually pay attention. Get it wrong, and congratulations, you’ve inadvertently created a comedy classic.

This guide will walk you through choosing the perfect voice-over, using straightforward tips that even your sleep-deprived marketing intern could follow. We’ll demystify the process and inject just enough common sense to help you get it right the first time.

1. Understand Your Brand Personality

First things first - before you even think about choosing a voice-over artist, take a good, long, hard look at your brand personality. Is your brand sophisticated or playful? Quirky or authoritative? Relaxed or formal? If you sell life insurance, an overly chirpy, youthful voice might confuse your audience more than comfort them. Conversely, if your product is organic dog treats, you might want to avoid voices that sound like they've just escaped from a corporate training seminar.

Understanding your brand's personality helps you establish a voice-over brief. Do you need reassurance, warmth, excitement, or humour? Write these down clearly. Clarity is your friend here. Voice-over artists adore clear briefs, though they’ll never admit it publicly. A strong brief helps you avoid a mismatch and saves everyone from the awkward silence that ensues after a terrible first take.

2. Know Your Audience

If you don't know who you're talking to, you're essentially shouting into the void (or LinkedIn, same difference). Identifying your audience means more than just knowing their age or location; it’s about understanding their expectations, preferences, and, crucially, the type of voice they trust.

Consider also your audience’s cultural references. Humour, tone, and even accent play massive roles. Get these wrong, and your audience might feel alienated. Get them right, and your brand video suddenly becomes relatable, credible, and maybe even shareable. Your voice should sound like it understands your audience, not like it's desperately trying to sell them something (even though it definitely is).

British Airways knows exactly who their audience is, and this ad is a great example:

Here, they connect effectively with their audience by using emotionally resonant storytelling, highlighting family bonds, meaningful experiences, and genuine human connections, rather than just focusing on practical travel details. The tone is warm, personal, and sincere, positioning travel as an essential way to nurture relationships rather than merely getting from A to B. The ad specifically targets travellers who appreciate quality, reliability, and a sense of belonging and community, rather than simply price-sensitive or convenience-focused customers.

3. Tone and Style Matter (More Than You Think)

Tone and style in voice-over work aren't optional extras; they’re the main attraction. Tone can transform your video from feeling like a friendly chat into an urgent call to action. Ask yourself, are you educating, informing, or entertaining? A medical explainer video benefits from a clear, authoritative tone, while a quirky start-up ad might need irreverence and wit.

A practical tip: ask your prospective voice artists for demos in a similar style or tone to your project. Better yet, ask them to record an excerpt from your script in your chosen style and tone. All OutSpoken's artists are happy to provide a customised demo for you. This way, you'll be certain whether the chosen actor is a good fit for your project or if you have to keep searching. Professional voice-over artists will have no issue providing test reads. If they can’t, take it as a sign to politely (but swiftly) move on.

4. Gender and Age: The Unspoken Truth

The gender and age of your voice-over artist matter greatly, although it may seem slightly uncomfortable to admit it aloud. Yes, gender and age stereotypes exist, and yes, audiences have preconceived notions. Use them wisely, not blindly.

Older voices may instil trust and gravitas, which is perfect for healthcare or financial advice, for example. Younger voices tend to feel fresh, vibrant, and relatable, ideal for tech startups or trendy consumer products. Choose consciously and purposefully, but beware the trap of clichés. There's a fine line between playing to expectations and reinforcing tired stereotypes.

5. Consider the Technicalities

This is not the most exciting bit, but it’s absolutely vital: technical skills matter. It’s the proficiency in pacing, breath control, articulation, and the subtle art of timing that differentiates a skilled professional from a wannabe voice-over talent. Even the most velvety voice will fail if the artist sounds like they’re sprinting through your script.

6. Audition, Shortlist, Audition Again

There's a reason casting directors exist. Voice casting is genuinely an art form. Test multiple candidates with your actual script, not just generic reels that probably feature them dramatically announcing imaginary products. This helps prevent surprises, like realising your chosen voice sounds uncomfortably similar to your least favourite celebrity.

If possible, ask a trusted group to listen and provide feedback, preferably someone who is brutally honest, rather than the intern who is afraid to offend anyone.

7. Budget Wisely

Budgets are restrictive and can be deeply annoying. However, as tempting as it might be to save a few pounds by hiring someone cheaper, remember that quality is paramount. On the other hand, being more expensive doesn't always mean being better suited to your brand.

Professional voice-over artists typically charge by word count or per hour. It can range from £250 to £350 per hour. If the video you’re producing is for broadcast, a usage fee will be applied in addition to the hourly rate.

Always be upfront about budget limits. This saves time and embarrassment on both sides. Negotiation is normal, but avoid haggling like it's a Moroccan souk. An outstanding voice-over performance is worth paying for; a bad one might cost your brand far more in lost credibility.

8. Professionalism and Reliability

Finally, choose someone dependable. Professionalism in the voice-over industry means reliability, prompt communication, clear delivery timelines, and the ability to take feedback without drama.

Unreliable talent can derail a project faster than you can say "marketing emergency". Check references and past client testimonials, or rely on the voice agent’s expertise (if you’re working with one) to ensure you hire a seasoned professional. The relief of working with someone who delivers quality without fuss cannot be overstated.

Wrap Up

Choosing the right voice-over for your brand video doesn't have to be difficult. It's primarily about aligning your voice with your brand's personality, audience expectations, tone, technical competence, and budget. Keep these straightforward tips in mind, and your brand video might just stand a chance at captivating your audience rather than amusing them for all the wrong reasons.

If all this sounds like a lot of work, voice-over agencies like OutSpoken Voices can simplify the process by connecting you with professional artists tailored specifically to your project's needs.

We make voice casting easy by offering a curated selection of professional voice-over artists, and we have a lot of them! Our roster currently consists of over 700 English-speaking and foreign-language talent. We carefully match your brief and requirements to artists who genuinely align with your project. Our process is efficient, straightforward, and tailored to meet your video's specific needs.

Now, go forth and choose wisely. Your audience, and probably your boss, will thank you.

Happy casting!

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June 9th at 12:00am