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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 Engineering has a long and strong history of cutting-edge innovation and high quality, backed by a dedication to meeting our customers’ changing needs, that should always inform our voice and tone.

For questions or concerns, contact brand@hunter.com

 

  • Where our voice and tone comes from

    Innovative: The company was born in innovation and has never stopped

     

    Easy to use: A quick learning curve boosts technician skill

     

    Fast: Efficiency drives profitability for shop and technician

     

    Durable: Hunter equipment shows up for work all day, every day

     

    Safe: Safe equipment drives confidence and competence

 

 

General guidelines

 

 

Personality

Striking the right voice and tone is often a balancing act, and it's not always easy: Not too much of something, but also not too little. Think of it like a tuning fork, seeking that natural hum.

 

Friendly, but not overly familiar

Knowledgeable, but not know-it-all

Professional, but approachable

Confident, but not cocky

Clear, but not dry

Conversational, but not chatty

Direct, but not brash

Business-oriented, but not money-focused

 

 

Use Cases

 

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Headlines

Headlines set the tone for what follows and are usually what makes the reader continue or stop reading.

There are many ways to create an effective headline. Whether they are direct, expressive, amusing, suggestive, semi-provocative, or bold, they share the common purpose of stimulating interest and engagement. 

Product Descriptions

Essential for SEO, several focused sentences are appropriate for product explanation. Descriptions should include keywords and essential attributes in common language and avoid industry jargon.

Features vs. Benefits

This may be the most critical distinction we can communicate. Customers do not buy features. They buy the benefits those features deliver. Whenever possible, pair what the product does with why it matters.

Stories

Stories are explanations of more involved functionality usually unique to Hunter. Use charts, graphs, infographics, bullet points and conversational text to create a succinct value message. Consciously communicate a definite vision, or story, rather than assemble a mixed collection of features.

Captions

Captions should convey information not available in preceding text in a straightforward and concise style.

 

 

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