From framework to fame: Four ways to build voice that works

For decades, brand voice has been one of the most powerful assets in the tool kit. Now, as brands stretch across film, social, retail, experiential, gaming and AI, its role is more critical than ever.

And yet it remains one of the least intentionally designed assets. Voice is no longer the person delivering a closing line, it’s one of the most human, expressive parts of a brand. Too often, it’s an afterthought: a late-stage decision shaped by tight timelines and quick instincts, where a familiar, high-profile voice is chosen simply because it “feels right” in the moment.

Leveraged strategically, voice is far more than a one-off casting decision.

Leveraged strategically, voice is far more than a one-off casting decision, it’s a system, one that shapes how a brand sounds, behaves and connects across every touchpoint. And like any other part of a brand identity, it requires structure, thought and consistency.

Above: Dexter Fletcher was the long-term voice for McDonald's for many years, building familiarity and consistency.

So, where do you start? Not with who the voice is, but with how that voice is designed, and what it’s designed to express, treating voice not as a spokesperson, but as part of the wider sonic strategy.

In practice, most brands fall into one of four models. Each approach balances identity, flexibility and control differently; all transform voice from a tactical choice into a strategic advantage.

The hero voice: consistency through recognition

This is the most familiar model: a single, distinctive voice that becomes synonymous with the brand. When done well, it shifts a brand from renting attention - as is often the case in one-off partnerships - to owning it.

Dexter Fletcher’s voice for McDonald’s UK is a strong example of this. His name might first make you think of the films he’s directed, but his voice is immediately associated with McDonald’s, having been the brand’s iconic voice in the UK for nearly two decades, only very recently being replaced by Stephen Graham. The result is the payoff of long-term collaboration rather than a one-off endorsement.

A single, distinctive voice that becomes synonymous with the brand. When done well, it shifts a brand from renting attention to owning it.

That consistency doesn’t happen by accident. It’s directed, intentional and the result of committing to a clear, distinctive sound. Over time, familiarity builds, attribution sharpens, and the brand gains value with every exposure. In that sense, this approach offers an antidote to one-off celebrity sign-offs. While celebrities can deliver instant recognition, they often come with trade-offs: high cost, limited flexibility and weaker long-term ownership. A consistent, distinctive voice - often from a less recognisable talent - allows a brand to build something more enduring.

The question shifts from who sounds good right now to who will still sound unmistakably like us tomorrow.

Above: The character and voice of Aleksandr Orlov has carried Compare the Market's campaigns for years.

Distinct delivery

Here, consistency lives in how something is delivered rather than who delivers it. Take M&S, whose distinct voice guidelines carry across a campaign or touchpoint. The casting may change but the brand remains instantly recognisable through the warm, understated and quietly observational tone. In this instance, it's less about recognising the voice, but rather the feeling it is conveying on the spot.

Consistency lives in how something is delivered rather than who delivers it.

The result is a system that’s flexible, scalable and unmistakable, proof that when delivery is tightly defined, a brand can hold together even as everything else changes. This approach allows for flexibility in casting, particularly across markets and high-volume content and is therefore often best suited to brands with a product focus.

Character voices

Another way brands activate voice strategy is through developing a character. Often animated or highly stylised, this voice translates the visual identity into sound, giving personality to a single mascot, icon, or fictional persona that represents the brand’s tone, humour, and value.

Compare the Market and its long-running use of Aleksandr Orlov carried the brand’s marketing campaigns, with his distinctive voice becoming a key ingredient in making them instantly recognisable across every channel.

Let’s also not forget Tony the Tiger, Kellogg’s well-known mascot first introduced in 1952. Not just a familiar mascot but an evolving cultural voice for Frosted Flakes. Recently, Kellogg’s reimagined his iconic “Hey Tony!” jingle with hip‑hop artist J.I.D., demonstrating how character voices can be leveraged as effective assets in keeping brands culturally relevant whilst preserving the core identity.

This approach can build strong memorability and emotional connection. It’s especially well suited to brands that are willing to commit long-term and lean into a distinctive, consistent style.