Tone of Voice

Haitian communicates like we build machines: precise, robust, and efficient.

Our language is clear and confident—focused on measurable customer benefit, not marketing noise.
We respect our audience’s expertise and explain value with facts, not hype.

Writing Rules

• Lead with the outcome, then explain the how.

• Prefer active voice and strong verbs.

• Use specifics when possible (numbers, ranges, standards, test conditions).

• Keep sentences short; one thought per sentence.

• Use approved product and feature names consistently.

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.