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.
