A distinctive voice, not sounding like everyone else; but that is professional (a 5 year old isn't going to cut it), helps make a station stand out. While those of us on this board are not an "average listener/person" by any means (I would guess that 95% of the populace know the names Don Pardo, Don Lafontaine, Ernie Anderson, Jim Cutler, etc). If the "average listener/person" was given a cue as Jim Cutler is the Voice of ESPN & WEEI, Don Pardo the Voice of Saturday Night Live, etc, then the listener would know the person you are talking about. This is why you don't have the same imaging guy doig more than one station in a market, could breed confusion as to what station you are listening to, which in diarydom is critical (although come PPM, will be less so).....The guys from The Big Bang Theory (other than the guy that plays Howard), Bobcat Golthwait or Judy Tenuta are not a good choice for a voice for imaging; but Gary Sinise, Tom Selleck, Gene Hackman get work because they have professional voices and do a good job delivering the message