Casting is one of the most important decisions before heading into the studio. A particular voice can add a real dimension to the brand and help in the development of a brand identity.
The voice over for Ikea is excellent. With a rich and velvety voice, we are told about Ikea’s winter sale. The voice stands out as it’s an interesting accent which is rarely heard on Irish air-waves.
In this case the accent is subtle and not very strong. However, it is important not to use an accent that differs too much from the target audience. A voice that is perceived to be similar to the listener will be regarded as being more credible and there will be positive results with recall and the likeliness to purchase.
A well-chosen voice can add a sense of authority that will resonate with listeners. However, it’s important to note that a great voice is meaningless without a great script.