Thanks to the feedback from Tim Noonan, voice branding expert from Australia, this definition has been improved:
Brand Voice is the voice that best reflects the ‘personality’ and brand values for a product, service or organisation. The most important aspects during the selection process of the brand voice are accent, gender, perceived age, tone, pitch, volume, rhythm and recognition value. Once a brand voice is chosen it is crucial to obtain exclusive usage rights, at least for your field of business, if not your brand voice could even harm your brand, particularly if the same voice is used for your competition, thus diluting or distorting your brand.
When selecting the Brand Voice the same voice should be considered for use across multiple channels associated with the brand, such as automated telephone services, advertising, instructional audio and of course within the product itself, if it is self-voicing.
What is better: a voice talent or an actor?……
In order to convey a more authentic and natural brand expression, In most cases It is preferable to find a voice talent who naturally expresses the brand values and desired accent/dialect, rather than relying on performance or character acting skills. There are exceptions to this principle, such as in animation and Sci-Fi films – the voices of Babe and ET, and the robot named Number 5 in Short Circuit are some notable examples.
For more information: Belin, Fecteau, Bedard (2004): Thinking the voice: neural correlates of voice perception, TRENDS. in Cognitive Sciences, Nr. 8, 03/2004.
Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.