A sign that the brand is losing its voice.
Three channels, three different voices, not due to intention but because there is no standard.
The clearest sign: reading content from three different channels without recognizing that it is the same brand. Additionally, new staff do not know how to write correctly because there are no reference materials. Each person also addresses, chooses words, and selects levels of formality in their own way. When these three signs appear together, it is time for a voice guide.
- many people write, many channels, currently hiring a content company
- about to hire more writers or outsource content
- Reading three channels does not reveal the same brand.
- one person controlling all messaging, few channels
- minimal text publishing
Three contents from three channels that, when read, do not recognize as the same brand. This is the simplest sign that the voice is breaking. There is no need to wait for customer complaints or for staff to write incorrectly before addressing it. Signs often appear much earlier; it's just that few people pay attention.
The three-channel test
The quickest way to self-check: take content from the website, the latest social media post, and a sent sales email. Cover the logo and read all three consecutively. If you immediately recognize that this is the same brand, then the voice is stable. If you need to look at the logo to know, or if the three pieces sound like they were written by three different people, then the brand voice is inconsistent.
This is not a test of style or personal preference. This is a test of consistency: do readers recognize the business from the very first word, without needing to see the logo?
Four common misalignments
Brand voice (tone of voice, meaning how the brand speaks rather than what it says) is measured along four main axes, according to research by Nielsen Norman Group:
- Humorous or serious: the website uses serious technical language, while social media posts memes humorously without intent.
- Formal or informal page: sales emails address "Dear Valued Customer," while social media directly uses your name or "you" without guidance on these two approaches.
- Respect or disruption: one channel maintains a professional tone, while another uses challenging language, breaking rules without a conscious choice.
- Excited or calm: one article may be very lively, while the next is cold and stiff like an administrative notice.
Drifting on one axis is sometimes acceptable. However, drifting on multiple axes simultaneously without reason can cause the brand to lose its identity in the eyes of the reader.
A sign from within the team.
In addition to published content, there are signs stemming from the way the team operates daily:
- New staff ask, "How should I write to match the company's style?" but no one has a clear answer, or everyone answers differently.
- Outsourced partners, such as content companies or freelance writers, deliver work that the team has to revise extensively because it does not match the brand's essence. However, the team also does not know how to explain "what is wrong" to them.
- Each department decides how to address: sales calls you "Anh / Chị," marketing calls you "Anh / Chị," customer service calls you "Quý khách." No one has decided what the standard is.
- No reference documents, or if there are, they are too academic for the team to use in practice.
Common errors when addressing this issue
The right direction: Distinguish between intentional adjustments (for example, social media is more casual than the website) and uncontrolled deviations (each person decides according to their own preferences). What needs to be standardized is the adjustment principles, not forcing all channels into the same rigid voice.
The second mistake is waiting until there is a problem to address it: customers complain that the brand "sounds strange," or a post receives backlash due to an inappropriate voice. By then, the damage to brand identity has already occurred.
What to do first
If you notice any of the signs mentioned, the first step is not to rewrite all the old content. The first step is to establish a voice standard: how to address each touchpoint, a few principles for channel adjustments, and some writing samples that newcomers can easily follow. Only then should you gradually adjust the old content based on priority.
A voice standard is only valuable when team members can use it daily. A thick document that sits idle is no different from having none.
Decision checklist
Topic: Signs that a brand is speaking in different voices across departments. Sinh Vũ guide, sinhvu.com
Tick each item that applies or that you can already answer, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Nielsen Norman Group, The Four Dimensions of Tone of Voice. Sinh Vũ, practical experience in naming and brand voice services.
Frequently asked questions
If each channel has its own voice, does that mean it is off-key?
Not necessarily. The brand voice is allowed to change according to the channel, for example, being more casual on social media compared to the website. The issue arises when this deviation is unintentional, lacks standards, and each person decides according to their own preferences. Consistency does not mean rigidity; it means having clear adjustment principles for each channel.
Should a small business with only one content writer be concerned?
If only one person controls all of the brand's messaging and there are few channels, it is not urgent, because that person is the living voice standard. However, if you are about to hire more writers, plan to hire a content company, or expand channels, it is advisable to write the voice standard down before transferring, not after it has deviated.
This article is for reference. The scope, pricing, and specific commitments of Sinh Vũ are detailed in the proposal and signed contract.