Why you shouldn't copy the Colruyt voice for success
Why copying the well-known Colruyt voice harms your brand identity, and how to find the right tone for your Belgian campaign.
14 Jul 2026
4 min read
Why copying the well-known Colruyt voice harms your brand identity, and how to find the right tone for your Belgian campaign.
14 Jul 2026
4 min read
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.
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 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.
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:
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.
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.
Why does the voice in Colruyt adverts sound so recognisable?
That recognisability comes from years of consistency and a very deliberate choice for simplicity. The voice speaks as if it's standing next to you in a shop: grounded, without excessive enthusiasm, and in clear Flemish. It shows that a voice close to everyday people builds immense brand value in the long term.
How do I choose the right voice-over for my radio commercial?
Consider your brand's values and choose a voice that naturally aligns with them. Do you need a voice that conveys calm and trustworthiness, or someone who sounds very smooth and dynamic? Listen to demos and pay particular attention to the voice actor's natural speaking voice, not a forced sales pitch.
What is the difference between a commercial and a non-commercial voice-over?
With a commercial voice-over, you pay for broadcast rights (the buy-out) in addition to the recording. This is because the recording is actively used to generate sales through media such as radio, TV, or online advertisements. For non-commercial work, such as an internal instructional video or e-learning, you usually pay a fixed rate per word or per project. Would you like to discuss the perfect tone for your next campaign with us? Contact us for personal advice, and we will find the voice that truly makes your brand speak.
Educational audio content: course modules, instructional videos, training. Often long texts. That is why we charge per word or per finished hour of audio instead of a standard BSF.
E-learning usually falls under corporate (non-broadcast). For public learning environments, a buy-out may be required.
A Buy-out is the fee you pay for the right to use a voice recording for a specific period and a specific medium (e.g. Radio, TV or Online).
For our telephony messages, we use a unique model:
For commercials (Radio/TV), the buy-out depends on the reach and duration. Our price calculator calculates this for you immediately, so you are never faced with surprises.
Reviews from customers who have worked with us.
“Fast service, a free demo recording, and a professionally recorded voicemail message. Very satisfied and highly recommended!”
Patrick van der Schaaf
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Listen to a selection of voice actors and find the right voice for your project.
