Authenticity, dependability, trust.

“People are at the heart of all we do.”

“We’re a human-centred organisation.”

They’re very familiar brand values, and they all sound pretty admirable, don’t they?

No matter what industry you’re in, chances are you’ve come across similar statements from businesses you deal with. And it’s not just at work either; even the most mundane of household items proudly tell us what they stand for these days. 

My bread is ambitious yet family orientated, my kitchen roll prides itself on being innovative. Clearly no-one wants to wipe the sides down with something that’s sooooo last year.

Choosing a voiceover for your brand that aligns with your values

But are brands honouring these lofty values when it comes to their AI usage?

Telephone messaging is often (unfairly!) considered low-hanging fruit for the AI voice, and our banks and credit card companies have been using similar, albeit less sophisticated methods for years.

But consider this: How does it make you feel? 

If a business’s reputation is built on empathy, and it places connection smack bang in the middle of its values, how do we as customers react to their first point of contact being distinctly un-human?

History shows us that things seldom end well when organisations flagrantly contradict their stated ethics and glossy image in their actions or words.

Remember Enron, the world’s greatest accounting fraud? ‘Respect’ and ‘integrity’ allegedly came first for them. 

And the classic, ‘doing a Ratner’ which reportedly wiped £500 million from the value of Ratners jewellers by revealing the brand’s affordable prices came from the products being “total crap.” Possibly not Gerald’s finest moment.

In a world where it can take decades to build brand trust but moments to destroy it, being authentic matters. 

So when it comes to choosing a voiceover for your brand, just as you’ve always done, make sure the voice is the right fit.