Hunter is a product-focused company with a deep engineering/R&D heritage. Our voice is clear and straightforward, emphasizing solutions over hyperbole.
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
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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
Honor the heritage
Let the products do the talking
Our products set the industry standard because they provide demonstrable and enduring value, not because we loudly claim to be the biggest, best or greatest.
Say it plain
Our voice and tone should translate sometimes complicated technical innovations into easily understood benefits in a relatable, approachable manner.
Say it quick
Avoid using 10 words when seven will do. Or three sentences when one will do.
Use active voice, always
Write as you generally speak. Shorter sentences, positive tone, don’t overcomplicate.
Emphasize value
Many Hunter products carry a premium price. This is not something to avoid or downplay. Instead, positively illustrate the quality, durability and rapid ROI that justify a premium price.
Respect the customer
Our customers and potential customers understand their industry and its equipment. Address their pain points in an honest, sincere and open manner.
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.
