Brand voice

I developed a unified voice for the Hubbell Heaters rebrand. The goal was to communicate clearly, confidently, and consistently to our target market—plumbing engineers in industrial and commercial sectors. For the new website launch, we completely reworked the copy in line with updated brand voice standards.

Discovery

Reviewed existing product literature, site copy, and competitor messaging. Researched and crafted buyer personas based on historical leads data.

Voice Definition

Created a voice guide with four core traits: confident, precise, matter-of-fact, approachable. Built do’s/don’ts to keep all future content consistent.

Execution

Rewrote copy across the new Hubbell website as the core basis of our messaging.

Consistency Check

Applied voice guidelines to ensure every piece of copy and content sounded like Hubbell.

Do

• Be smart, but approachable. Cut through complexity with clear, effective communication. Human, not corporate.

• Write with authority and confidence. Make strong, matter-of-fact statements backed by reputable sources and certifications.

• Use industry terms effectively. Incorporate technical terms and references in ways that professionals understand.

• Show, don’t tell. Use examples, stories, and proof points to make content interesting and persuasive.

• Highlight quality and longevity. Emphasize the product’s ability to handle challenges.

Don’t

• Sacrifice clarity. Avoid vagueness, weak verbs, passive voice, or flowery language.

• Overhype. No overpromising or excessive exclamation points.

• Be pretentious or gimmicky. Skip buzzwords, jargon, and emojis.

• Lose professionalism. Keep tone confident and respectful.

• 30% stronger content engagement and a doubled website conversion rate.

• A distinct, consistent voice that lends credibility to Hubbell.

• Reduced reliance on buzzwords—replaced with useful, product-specific information.

• Easier onboarding and agency collaboration: everyone knows how we write and why it sounds that way.