Hunter Brand Guidelines
Voice & Tone
How we speak to our customers and how we speak about our products reflects who we are as a company and brand. Hunter has a strong history of innovation and quality. Be steadfast in our industry knowledge while also being considerate of customer needs.
For questions or concerns, contact Hunter Marketing at marketingdesign@hunter.com
General guidelines
Honor the heritage
Hunter is a products-focused company with a deep engineering heritage. We need to honor that heritage with an honest and straightforward voice that places technical solutions above hyperbole.
Consider customer needs
Be sensitive to customer needs for approachable language and easily understood benefits to sometimes complicated technical innovations.
Instill value
Hunter's products demand a price premium, as such, every conversation needs to positively explain the value (and/or payback) that Hunter products deliver.
Active voice should be used at all times.
Active voice is a sentence where the subject performs the action verb. Alternatively, passive voice is a sentence where the action of the verb is performed upon the subject.
Personality
Intelligent, but not academic
Confident, but not cocky
Clear, but not dry
Profitability focused, but not greedy
Bold, but not brash
Common language, but not homespun
Use cases
The examples below may or may not reflect accurate product information and are only meant to provide guidelines on proper messaging.
Page headers
Punchy/spunky, but not too out there.
Other examples:
Higher productivity leads to greater profits
Solve vibration problems that others cannot
Fast brake service turns profits for your business
Check every vehicle, see every opportunity
Connect your equipment to your customers
Diagnose three axles in just three minutes
Product descriptions
Several sentence product explanation. Essential for SEO. Should include keywords and common language, less Hunter jargon.
Stories
Explanations of more involved features/benefits usually unique to Hunter with strong value message. Collections of bullet statements moving to conversational text.
Features
Short, one-sentence description of an individual feature. Written straight. Wording changes only, more common language where appropriate.
Captions
Straightforward, concise style
