Tone of Voice

 

 

Our language reflects how we work: clear, confident, and grounded in real customer value. We communicate with industrial professionals who understand their processes, so we respect their expertise and avoid unnecessary marketing language.
We lead with the outcome, then explain the technology or capability behind it. We use active language, specific facts, and consistent terminology to make complex topics easy to understand without oversimplifying them.
Every message should help the reader quickly understand what matters, how it works, and what it can improve in production.

    Do

    • Connect features to metrics: energy, cycle time, …
    • Use concrete language: stable, repeatable, precise, efficient …
    • Keep headlines tight and purposeful; keep body copy structured and skimmable.
    • Sound professional and global: knowledgeable, calm, and constructive.

    Don’t

    • Don’t use hype, empty superlatives, or vague promises (“revolutionary,” “unmatched,” “guaranteed,” “always”).
    • Don’t make claims without context, proof, or measurable relevance.
    • Don’t use slang, sarcasm, or a casual tone that undermines professionalism.
    • Don’t use discriminatory, stereotypical, or exclusionary language – no racism, sexism, ableism, ageism, or similar bias.
    • Don’t reference religion, ethnicity, nationality, or political ideology in a way that promotes prejudice, propaganda, or polarization.
    • Don’t use humor or metaphors that could be offensive (cultural, religious, or social references).
    • Don’t publish personal data or identifiable individuals without consent; avoid sensitive personal attributes in copy.
    • Don’t comment on geopolitics, conflicts, or social controversies unless explicitly required and approved through official channels.