How to Select the Perfect Voice Over Artist for Your Brand

When it comes to voice over (VO) talent, your choice is more than just voice—it's the essence of your brand's identity. The right voice can create a lasting emotional connection with your audience, while the wrong one can push them away. This guide outlines essential tips to help you choose the perfect voice over artist for your next corporate video.

1. Define the Emotions That Describe Your Brand

Start by creating a short list of emotions that best describe your brand. For example, if you're a financial services provider, solidity and security are key. If you're in the household cleaning products sector, friendliness, efficiency, and positivity can strengthen your product's appeal. Look for a voice over artist whose voice mirrors these emotions.

2. Seek Recommendations from Professionals

Deciding on a voice over artist can be daunting, given the wide range of available options. A video production agency can be a valuable resource. They have a portfolio of reliable voice over artists who can meet your needs. They can also help in evaluating candidates to find the best fit for your specific requirements.

3. Male vs Female Voice Over

A frequent question is whether a male or female voice is better. According to a study by Adweek and Harris Interactive, 46% found a female voice more soothing, while 48% preferred a male voice for authority. This inconclusive data suggests that choosing based on gender alone is not the best approach. Instead, consider the primary customer demographic. A male voice is generally better for male audiences, while a female voice resonates more with females. However, test both options with your target demographic to ensure accuracy.

4. Review Previous Work

A reputable voice over artist should be able to showcase a range of their previous work. Examine the types of projects they've handled to see if they align with your target demographic. Additionally, assess their versatility. They should be able to handle various styles, from emotional storytelling videos to straightforward infomercials.

5. Match the Voice to the Audience

No single voice fits every video and audience. Tailor the voice to suit your target demographic. For children's videos, a more expressive and energetic voice might be appropriate. For a senior audience, a voice that is calmer, deeper, and more measured would be better. The wrong voice can make the audience feel alienated and disconnected.

6. Conduct a Casting Call

Listen to a range of voice over artists before making your final decision. A video production agency can provide various candidates that meet your criteria. Involving a diverse group in the selection process, especially from your target market, can significantly improve the chances of a successful choice.

7. Test with Your Target Demographic

Just because you like a voice doesn't mean your audience will. Tailor your testing process to your target demographic. If your product targets females aged 35-55, have women who fit that description hear the voice over demos. The more rigorous and representative your testing, the better the outcome. Small-scale campaigns may require testing a few people, while larger campaigns need a more comprehensive approach.

8. Differentiating Between Presenting and Storytelling

Your choice of voice over artist will depend on the nature of the video. For online ads or explainer videos, you might prefer a more traditional presenting voice. For narrative-driven content, you'll need a voice that can convey drama and emotion effectively.

By following these tips, you can ensure that your voice over artist enhances your brand's message, resonates with your audience, and ultimately contributes to the success of your corporate video. Remember, the right voice can be the difference between a disconnect and a lasting connection with your brand's customer base.