The voice you hear is an important element of any commercial as it conveys the tone of the brand and provides information about a product or service. Depending on the target demographic and market, the voice may sound like an informed professional, the guy next door, or perhaps an expert or a scholar on a specific subject. The voice professional is selected specifically to reach the target audience most likely to be interested in the products in the product or service. However, it is not just the accent or tone that matters. Slight nuances such as the rate of speech changes based on the target audience as well. A slower rate of speaking is sometimes used to convey more dramatic and intimate emotion or when discussing complex topics while faster, more enthusiastic voices are associated with creating a sense of urgency or selling to a younger audience. Knowing how to properly match speech matters, cadence, and tone consistently is an important aspect when it comes to voice overs. This also gives the voice over actor the opportunity to add their own unique touch, helping a create a memorable and distinct voice for your brand that leaves a lasting impression.