A British accent can enhance your brand’s voice by adding perceived sophistication, intelligence, and even trustworthiness, helping your message stand out and make a stronger impression on audiences around the world.
The fact is that whether it’s the blue-blood inflexions of a Bridgerton cast member or a man telling you his name is Bond, James Bond, there’s something about a British accent that can charm any listener’s ear.
In fact, according to a 2020 survey carried out with 37,000 people from 30 countries, 25% of participants placed British accents as the most attractive in the world.
It’s for this reason that even beyond the English Channel, you’ll often hear a British brogue in media ads and brand campaigns.
They’re particularly prevalent in car commercials and corporate videos. But there’s a good reason for this–and it has more to do with perception than pronunciation.
So, if you’re wondering what kind of voiceover to use in your marketing efforts, read on and decide whether a British Invasion may be just the charm offensive your customers need.
There are more than 40 distinct British accents, ranging from the rhyming slang of London’s Cockney and the flat vowels of the Peaky Blinders-esque Brummies to the sing-song intonation of Newcastle’s Geordies and the rolled R’s of the Scots.
But before we get into the nitty-gritty of why any of these accents could help boost your brand, let’s look at what people often imagine to be the quintessential British accent.
After all, when we talk about a “British accent” in the singular, we’re making a huge generalization.
But the fact remains that outside of Britain, most people think of a British accent as being either Received Pronunciation (RP) or what’s known as the Estuary Accent.
RP was the accent most used in the early days of British broadcasting, which is why it’s sometimes called BBC English.
It’s non-rhotic, meaning the R-sound occurs only when followed by a vowel sound, though most other letters are emphatically pronounced.
It was the accent of the British Empire elite during the 19th century and is still associated with the educated upper classes in Britain. For those reasons, it’s also often referred to as Oxford English (after the prestigious university) and the Queen’s English.
Today, RP is a more standardized sound, though still linked to ideals of education, elegance, and prestige.
The Estuary Accent, so called because it’s generally found in areas along the River Thames and its estuary, is probably the most familiar of modern-day British accents.
A mix between RP and the Cockney lilt, it has a sing-song rhythm and is brimful of glottal stops (i.e. when your vocal cords block airflow to a consonant, often making it inaudible).
Chef Jamie Oliver, comedian Ricky Gervais, and pop singer Adele are all great examples of famous folk with an Estuary accent, and their popularity is likely the reason the accent is thought of as quintessentially British.
And yet it’s not just the recognition of a British accent that makes it a good choice for your ad campaigns – it’s what the specific accents represent.
Because of its association with the upper classes and renowned institutions, many people associate the RP, or standardized British accent, in particular, with distinction and refinement as well as a generous dollop of smarts.
That perception alone can enhance the prestige of a brand, making it more appealing to consumers seeking a touch of class and quality in their products.
This may be especially true of American consumers.
As Voice Crafters artist Tim B. explains:
“UK voices often appeal to US advertisers because, to their ears, they add a touch of sophistication or elegance.
Often they evoke the spirit of a particular personality well-known to US audiences – say, David Attenborough or James Bond – without even having a direct impersonation of their voice.”
Tim’s own voice highlights this elegance in the Valiant ad below for the ITV weather report:
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In 2014, British-born car company Jaguar played specifically on this theme in their first-ever Super Bowl commercial.
They used Hollywood’s super-suave “supervillains” to promote their stylish Jaguar F-TYPE Coupé and underscore the ad’s idea that sometimes, “It’s good to be bad.”
British actors Sir Ben Kingsley, Tom Hiddleston, and Mark Strong, all known for playing rich, silken-voiced movie rogues, were brought in for acting duties.
As Jeff Curry, Brand Vice President, Jaguar North America, said at the time:
The RP also carries with it connotations of a rich cultural heritage and history.
It’s the accent of the British monarchy, long associated with ideas of tradition, timelessness, wealth, and glamour.
As noted above, it was also the accent of the British upper classes during the country’s 19th-century colonial heyday.
Additionally, the clipped tones and enunciated T’s can conjure up images of Jane Austen heroines dancing in Regency ballrooms.
And it helps that pop cultural phenomena like Downton Abbey and Bridgerton have kept these ideals of Britain’s classic – and luxurious – heritage front and center in contemporary consumers’ minds.
Brands can capitalize on these associations, differentiating themselves in a crowded marketplace.
By positioning their products or services as having enduring value and a connection to a rich culture and heritage, brands such as Burberry, Charlotte Tilbury, and even Dyson have been able to grow in American, Asian, and other non-British markets.
Of course, it’s not just British brands that can leverage this sense of legacy and luxury.
The eloquent-sounding British voiceover alone can create these associations, no matter where the brand is based.
Voice Crafters voice actor, Simon F., notes:
But it also communicates a certain authority and credibility, while remaining easy to understand in foreign markets.”
Simon wonderfully demonstrates this through his corporate voice work with innovative German paint manufacturer, FreiLacke.
Regional British accents most often have perceptions of warmth and reliability in consumers’ minds.
For example, the Scouse accent from Liverpool tends to be associated with wit and charm.
This may have roots in the 1960s golden age of pop, where Liverpudlian musical heroes The Beatles could create hysteria among millions with a grin and a wisecrack delivered during a media interview.
Similarly, the Yorkshire accent is often seen as representative of trustworthiness, straight-talking, and, more than anything, the voice of honest workers.
Yorkshire Tea played on this trope in a wonderfully fun ad featuring actor Sean Bean, a born-and-bred Yorkshireman, and one of the main characters in the first season of Game of Thrones.
The ad came out during the peak of that TV show’s popularity and gives a cheeky nod to it while homing in on the idea that decent, hardworking people will love a Yorkshire cuppa.
The familiarity that people have with the array of British accents today is primarily due to the country’s exceptional offering of movies, TV shows, and news broadcasts that people around the world can access.
This global recognition helps to build credibility and rapport. But it’s the various accents’ firm associations with timelessness and trust, or luxury and legacy that actually make the brand stand out.
If you’re looking for a British voiceover for your marketing campaign, Voice Crafters has a strong selection of top, vetted talent.
Simply post your project on our online platform.
Make sure you request custom auditions based on your script (it’s free!) to really hone in on the voice that’s right for your brand and message.
Or if you need help casting the right talent for you, drop us a line and we’ll be happy to help!
British accents are popular in advertising as they often bring associations of sophistication, intelligence, heritage, trust, or authenticity to a brand.
Their familiarity through popular culture can also make them instantly recognizable to international audiences.
Received Pronunciation, or RP, is a standardized British accent historically associated with educated and upper-class speakers. It was widely used in early British broadcasting and, because it is also the accent of the British monarchy, is sometimes referred to as the “Queen’s English.”
Regional accents can make be highly effective in advertising because they can make a brand feel more authentic and approachableDifferent accents also carry different cultural associations like wit or warmth, so choosing the right one can help reinforce the personality and message of a campaign.
There is no single best British accent. RP may suit a luxury or classically British brand looking for elegance and a sense of heritage, while a regional accent could be more appropriate for a campaign seeking warmth, humour, and relatability.
Many British accents are highly familiar to international audiences thanks to the global popularity of British film, television, music, and media. However, some regional accents can be more difficult to understand for audiences unfamiliar with them, so clarity and the target audience should always be considered.
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