Why you shouldn't copy the Colruyt voice for success

Why you should not copy the Colruyt voice for your success

You have meticulously prepared your entire radio campaign, the script is spot on, and then someone in the meeting room suggests it should sound like the voice from the Colruyt advert. That sober, calm, somewhat dry Flemish tone everyone immediately recognises. It is a classic reaction: we often look at what works for others, hoping that same magic will rub off on us. But blindly copying will mostly cost you a lot of money and rarely delivers the desired result. You do not borrow an identity; you build your own.

Why blind imitation damages your brand identity

The misconception that you can adopt the recognisability of a major player by simply imitating their style is persistent. When you try to perfectly imitate that same sober, almost bone-dry tone, something strange happens in the consumer's mind. They immediately think of cheap red prices, not your specific product or service.

It is like walking into a competitor's warm bakery and seeing the exact same cardboard cake boxes. You get confused, and your built-up credibility melts away. Instead of standing out in the advert break, you become a grey mouse piggybacking on someone else's identity. Brands that dare to deviate from the norm and choose their own sound build much more long-term value.

The psychology behind the well-known store voice

The well-known Colruyt advert voice works so well because it perfectly aligns with that specific retail chain's brand promise: no frills, efficient, down-to-earth, and close to people. It is a conscious, strategic choice built very consistently over decades.

Our Flemish voices, such as Patrick or Larissa, radiate that same authentic, familiar atmosphere without having to play a character. The lesson we learn from this is simple: do not look for someone else's voice. Instead, look for the voice that breathes the values of your own company. A voice that radiates calm, for example, works wonderfully for a bank but completely misses the mark for a dynamic start-up looking to shake up the market.

How to define your own voice profile without wasting budget

To avoid losing precious time in the studio with endless recordings that are not quite right, you should create a clear profile beforehand. You do this by making three targeted choices:

1. Determine the role of the voice: Does the voice speak on behalf of the company as a trusted advisor, or is it the voice of the customer sharing a personal experience?
2. Choose the right language variant: For a Belgian campaign, a Flemish voice like Veerle often works best, while for an international market, you would select French-speaking or German-speaking voices.
3. Define the desired emotional tone: Should the message bring calm and stability, or evoke enthusiasm and action?

The breakdown of costs for professional voices

As an experienced voice director, I often see companies surprised by the cost structure simply because they do not know how the industry's rates work. Fortunately, a professional commercial voice over does not work with arbitrary pricing. Costs are always clearly divided into two parts: the recording fee and the buy-out.

The recording fee covers the voice actor's performance and time in the studio. The buy-out is the compensation for broadcast rights, which depends on the medium and the campaign's duration. For non-commercial projects, such as an internal corporate video or e-learning, it is different: we usually charge per word or per project. This way, you know exactly where you stand beforehand, and no discussions arise afterwards.

Why an experienced voice actor makes a difference in the studioAn inexperienced voice might seem cheaper at first. But you often pay for it later. This happens with extra studio time and frustration. A real professional grasps the right tone instantly.

Here is my top director's tip. Ask the voice actor to read the text in a very exaggerated way first. Imagine it is for children's theatre. Then, ask them to deliver the text naturally and calmly. This process removes any forced tone. What remains is a pure, believable voice. Experienced voices, like Patrick or Carolina, often get it right in just a few takes. Their decades of experience make this possible. This saves you hours of editing. You get a result that truly resonates with your audience.

Frequently Asked Questions

Why does the Colruyt advert voice sound so recognisable?

This recognisability comes from years of consistency. It is a conscious choice for simplicity. The voice speaks as if they are standing next to you in the shop. It is down-to-earth, without exaggerated enthusiasm, and in clear Flemish. This shows that a voice relatable to the average person builds huge brand value over time.

How do you choose the right voice-over for your radio advert?

Consider your brand's values. Choose a voice that naturally fits them. Do you need a voice that projects calm and trust? Or someone who sounds very smooth and dynamic? Listen to demos. Focus on the voice actor's natural speaking voice. Avoid a forced sales tone.

What is the difference between a commercial and a non-commercial voice-over?

With a commercial voice-over, you pay for the recording. You also pay for broadcast rights, known as the 'buy-out'. This is because the recording actively generates sales through channels like radio, TV, or online adverts. For non-commercial work, such as an internal training video or e-learning, you typically pay a fixed rate. This is usually per word or per project.

Would you like to discuss the perfect tone for your next campaign? Contact us for personal advice. We will help you find the voice that truly makes your brand stand out.