Connect the drops®
Brand voice guidelines
Before you begin
How to use this guide
This document defines Watergate's strategic foundations and voice. It's the companion to our Visual Brand Guidelines – use both together. Whether you're writing a social post, preparing a sales deck, or briefing an agency – start here.
Section 1: Our foundations – The strategic core. Purpose, vision, mission, values, and positioning. Read this first.
Section 2: One voice – How we write and speak. Tone, lexicon, influence principles, and style rules.
Section 3: Voice in action – How the voice applies across channels: website, email, social, and sales.
For visual identity (logo, colour, typography, imagery, iconography, UI components), refer to the Watergate Visual Brand Guidelines.
When in doubt, ask: “Does this feel unmistakably Watergate?” If not, revisit the guidelines.
Section 1
Our foundations
These pages define why Watergate exists, what we promise, where we're headed, and the beliefs that guide everything we do. Read this section first.
1.1 Brand purpose (why)
We're the circuit breaker for water. The one most buildings are missing.
Water leaks in buildings cause more property damage than fires and thefts combined. Every building has fire alarms, sprinkler systems, and security. Almost none have water protection. We exist to close that gap – detecting leaks, cutting waste, and reducing the carbon footprint of every litre.
1.2 Brand promise
We find leaks before they find you. Then we shut them down.
Two punches: detection, then action. We don't just hand you a report and walk away. We spot the problem, close the gate, and help you fix what's broken. Visibility first, protection always.
1.3 Brand vision (where)
A world where every building is water-smart – protected, efficient, and accountable for every drop.
Our vision is the future we're building toward: buildings that actively manage water the way they already manage electricity and security. No leaks going undetected. No waste going unmeasured. No carbon cost going unaccounted.
1.4 Brand mission (how)
We make every building water-smart – detecting and stopping leaks, reducing consumption, cutting carbon, and proving it all with data.
Our mission is practical and measurable. Three outcomes: protect buildings from water damage, reduce water waste, and lower the carbon cost of every litre. If we can't measure it, we don't claim it.
1.5 Brand values
Our brand values are the qualities our customers, partners, and the market should feel in every interaction with Watergate. They're informed by our internal culture values (Own It, Out-Innovate, Build a Can-Do Team, Be a Critical Thinker, Deliver WOW) but expressed outward.
Protection First
We exist because water damage is the risk nobody takes seriously enough.
Buildings are protected against fire and theft. Water – the thing that causes more damage than both – is an afterthought. Not for our customers. We put water protection at the top of the agenda, where it belongs. Our devices are literally a water gate: they detect problems and shut them down. That's the promise.
Radical Transparency
We show you what's really going on. No hiding, no sugar-coating.
Our entire product is built on making the invisible visible. We surface the data, expose the waste, and present the truth – even when it's uncomfortable. The same principle applies to how we run our business, communicate with customers, and report our impact.
Relentless Innovation
The water industry has been doing things the same way for decades. We're not.
We build what doesn't exist yet. First-principles thinking. Creative problem-solving. The courage to challenge assumptions – including our own. We'd rather move fast and learn than wait for permission.
Evidence Over Opinion
If we can't measure it, we don't claim it.
Every feature, every claim, every recommendation is backed by data. We question assumptions, follow the evidence, and would rather be proven wrong today than discover it six months later. Our credibility is non-negotiable.
Uncommon Excellence
Good enough isn't.
Our products, our content, our customer interactions – everything should make someone think: “I didn't expect a water tech company to be this good.” Simplicity. Clarity. Delight in the details. That reaction is our competitive advantage.
Our internal culture values (Own It, Out-Innovate, Build a Can-Do Team, Be a Critical Thinker, Deliver WOW) guide how we work as a team. The brand values above are how those principles show up to the outside world.
1.6 Brand positioning
The missing circuit breaker in every building.
Every building has an electrical circuit breaker, a fire alarm, and a security system. Almost none have water protection – despite water causing more property damage than fires and thefts. Watergate fills that gap. We're not a monitoring dashboard. We're the thing that detects the problem and stops it.
1.7 Summary of brand statements
A quick reference table:
| Element | Statement |
|---|
| Brand Purpose | We're the circuit breaker for water. The one most buildings are missing. |
| Brand Promise | We find leaks before they find you. Then we shut them down. |
| Brand Vision | A world where every building is water-smart – protected, efficient, and accountable for every drop. |
| Brand Mission | We make every building water-smart – detecting and stopping leaks, reducing consumption, cutting carbon, and proving it all with data. |
| Brand Values | Protection First · Radical Transparency · Relentless Innovation · Evidence Over Opinion · Uncommon Excellence |
| Brand Positioning | The missing circuit breaker in every building. |
| Registered Slogan | Connect the drops® |
1.8 Category slogans
Not all slogans are equal. They're ranked here by weight – the primary brand line comes first, followed by supporting lines for specific contexts. When in doubt about which to use, default to the top of the list.
Primary brand line
| Statement | Usage guide |
|---|
| Connect the drops® | Our registered tagline and primary brand platform. This is the line that appears on everything – brand campaigns, manifesto content, events, packaging, and cultural moments. It's the emotional throughline connecting data to action, drops to impact. If you can only use one line, use this one. |
Supporting lines
These are secondary lines for specific contexts. They support the brand platform but don't replace it:
| Statement | Usage guide |
|---|
| End the era of dumb water | Rallying cry. Manifestos, keynotes, social media – anywhere we want to draw a line in the sand. |
| The operating system of water | Strategic positioning. Investor materials, about pages, and high-level brand moments. |
| Every litre, accounted for | Commercial positioning. Product pages, sales decks, and partner materials. |
| It does what it says on the tin | Informal shorthand. Our devices are literally a water gate. Use with a wink in social, culture, and internal comms. |
1.9 Values word cloud
Each value is surrounded by supporting concepts that bring it to life across our brand:
Own It
Accountability · Execution · Sleeves rolled up · No excuses · Proactive · Relentless · Follow-through · Transparency
Out-Innovate
First principles · Breakthrough · Challenge everything · Rethink · Push boundaries · Future-forward · Creative solutions · Outlearn
Can-Do Team
Collaboration · Optimism · Speed · Radical honesty · Shoulder-to-shoulder · Mutual trust · Shared wins · United
Critical Thinker
Data-driven · Evidence · Strategic · Perspective · Decisive · Question everything · Analytical · Truth-seeking
Deliver WOW
Excellence · Detail · Delight · Simplicity · Frictionless · Customer-first · Meticulous · Intuitive
1.10 Our origin story
Watergate was founded on a simple observation: water leaks in buildings cause more property damage than fires and thefts combined – and nobody is doing anything about it.
Every building has fire alarms. Every building has security systems. Almost none have water protection. The industry treats water as invisible infrastructure – something to ignore until a pipe bursts, a ceiling collapses, and the insurance claim lands. Then everyone panics, pays up, and goes back to not watching.
We built the circuit breaker. A device that sits on your water main, watches everything in real time, and shuts the gate when something goes wrong. Not a dashboard that sends you a graph next Tuesday. An actual, physical gate that stops the damage before it starts.
The name? It's not a coincidence and it's not ironic. Our product IS a water gate. It does exactly what it says on the tin. The fact that the name also carries connotations of investigation, exposure, and accountability? That's just a happy bonus. We lean into it.
1.11 Our impact
Three things we solve, in order of punch:
1
Detect and STOP leaks
Water leaks in buildings cause more damage than fires and thefts. Our devices detect leaks and shut the water off – automatically. The circuit breaker your building never had.
Stat: 90%+ catastrophic leaks prevented
2
Reduce water consumption
Visibility drives behaviour. When buildings can see exactly where their water goes, waste drops dramatically.
Stats: 26.8% average household water reduction
Up to 68% commercial building reduction potential
3
Reduce carbon footprint
Every litre of water carries a carbon cost – treatment, pumping, heating, disposal. Cut the water, cut the carbon. It's that direct.
1.12 Our audiences
Primary audiences
Facilities managers
Responsible for building operations, maintenance, and compliance. They see water as a budget line and a risk – we make it manageable.
Insurers
Risk managers looking to reduce claims from water damage and escape-of-water events. We're the prevention they've been waiting for.
Utilities
Water companies seeking to engage customers and reduce system-wide consumption and leakage.
Secondary audiences
Homeowners
Increasingly aware of water conservation and protecting their property investment from leak damage.
Investors
Looking for ESG-compliant assets and companies solving resource efficiency at scale.
Policymakers
Developing water policy and sustainability mandates for built environments.
Section 2
One voice
How we communicate.
2.1 Our communication philosophy
Teach first. Sell second.
We practise Education Marketing, not content marketing. The difference? Content marketing fills feeds. Education marketing fills knowledge gaps. Every piece of Watergate content should leave the reader smarter than they were before.
When people learn from you, they trust you. When they trust you, they buy from you. That's not a sales tactic – it's how relationships work.
The Stadium Pitch
Imagine you're on a stage in front of 10,000 people. Some are facilities managers. Some are insurers. Some are homeowners. Some are sceptics. Your content needs to command that room. Be bold enough to get attention, clear enough to be understood, and smart enough to earn respect.
Every piece of content – from a tweet to a whitepaper – should pass the stadium test. If you wouldn't say it on that stage, don't publish it.
2.2 Voice principles
Straight talk
We say what we mean. No filler. No corporate waffle. If a sentence doesn't add value, it doesn't belong. We'd rather say one true thing clearly than three vague things eloquently. Our readers are busy professionals. Respect their time.
Do
“Your building is losing water right now. Here's where.”
Don't
“In today's rapidly evolving landscape, water efficiency has become increasingly important.”
Opinionated
We have a point of view and we're not afraid to share it. The water industry is overdue a reckoning. Buildings waste water at industrial scale. Insurance doesn't incentivise prevention. We say this out loud. Brands that stand for nothing are forgotten. We'd rather be disagreed with than ignored.
Do
“Every building has a fire alarm. Almost none have a water one. Guess which causes more damage.”
Don't
“We believe there may be opportunities for improvement in water management.”
Credible
Every claim is backed by data. Every opinion is backed by expertise. We earn the right to be bold by being rigorous. Data first, punchline second. We don't guess – we measure.
Do
“Buildings in the UK lose 3.1 billion litres of water daily through leaks (Ofwat, 2024). Here's what that means for your portfolio.”
Don't
“Water waste is a huge problem and everyone knows it's getting worse.”
Human
We're people talking to people. We use contractions. We use humour – sparingly, never at anyone's expense. We break the fourth wall. We're the smartest person in the room who doesn't need to prove it – but will happily buy you a drink and explain how pipes work.
Do
“We get it – water management isn't the sexiest topic. But bear with us, because the numbers are wild.”
Don't
“Watergate's comprehensive water management platform delivers unparalleled visibility across your estate.”
Remarkable
Seth Godin's Purple Cow principle: be worth talking about. If our content, our product copy, or our social posts could have been written by any water company, they're not good enough. We aim for the reaction: “I didn't expect a water tech company to be this interesting.” That's the bar.
Do
“Your building's biggest threat isn't fire. It isn't theft. It's the pipe behind the wall that's been dripping since Tuesday.”
Don't
“Watergate offers advanced leak detection for commercial and residential buildings.”
2.3 The Watergate posture
We are Watergate. The name found its true calling.
Let's address the elephant in the room. We're called Watergate. Yes, like that one. The name that became synonymous with investigation, exposure, and accountability.
We don't run from it. We lean into it – with a smile.
Three layers of the name
Our name works on three levels, and we use all of them:
Literal
Our devices ARE a water gate. Sonic sits on your pipe and controls the flow. It detects a problem, it closes the gate. Does what it says on the tin. The name IS the product.
Protective
We're the circuit breaker for water. The gate that stands between a small leak and a catastrophic one. Every building needs a gatekeeper – we're it.
Cultural
The scandal connotation? It's a bonus. Investigation, exposure, accountability – that's genuinely what we do. We investigate water systems, expose what's been hiding in pipes, and hold buildings accountable for every litre. Used with a wink, never with a pointed finger.
The investigative brand
Our brand posture is the curious investigator. We uncover, reveal, and follow data wherever it leads. This shows up everywhere: our sensors surface truth, our content challenges assumptions, our sales show findings instead of pitching, and our culture runs on radical transparency. (We had to.)
The tone: playful and confident, never preachy or aggressive. Knowing smile, not pointed finger.
Do
“We found something interesting in your water data. You'll want to see this.”
Don't
“Your building is failing and you should have caught this sooner.”
Do
“The name's Watergate. We're quite good at uncovering things.”
Don't
“Like the famous scandal, we expose hidden failures in your plumbing.”
Do
“Every building has secrets. We just happen to find the wet ones.”
Don't
“Just like Nixon's administration, the water industry has been hiding the truth.”
The Watergate name is an asset. Use it with confidence and humour. Never draw direct comparisons with the historical event. Never finger-point. The wink is the whole point.
2.4 Writing for early adopters
Our audience thinks differently
Watergate is pre-chasm (Geoffrey Moore's Crossing the Chasm). Our primary buyers are visionaries and early adopters – people who buy into transformation, not incremental improvement. They're not looking for “best-in-class” – they're looking for breakthrough.
Adjust your copy accordingly:
Do
“Reimagine how your building interacts with water”
Don't
“Our proven solution is trusted by hundreds of customers”
Do
“Be the first in your portfolio to go water-smart”
Don't
“Join thousands of satisfied users”
Do
“The building of the future manages water like it manages electricity. Yours can start now.”
Don't
“Industry-leading water monitoring platform”
Do
“See what your building is really doing with water”
Don't
“Best-in-class leak detection system”
Note: Social proof works differently for early adopters. They don't want to follow the crowd – they want to lead it. Frame our traction as evidence of a paradigm shift, not as safety in numbers.
Language note: Our early adopters buy into transformation – but we don't call ourselves “transformative.” Sell the concept, avoid the buzzword. Describe what changes, don't slap a label on it.
2.5 The Watergate lexicon
Words that work
We lean into water-related vocabulary where it feels natural and clever – never where it feels forced. The rule: if it makes the reader smile, use it. If it makes them groan, don't.
Substitution table
| Instead of | Use |
|---|
| “Let's explore” | “Let's dive in” – Natural, widely understood |
| “Getting started” | “Getting your feet wet” – Playful, appropriate for onboarding |
| “In-depth analysis” | “Deep dive” – Already common, feels native |
| “Beta programme” | “Test the waters” – Perfect fit |
| “Newsletter” | “The Current” – If you name it, own it |
| “Quick introduction” | “First drop” – Subtle, elegant |
Words we love
To describe our products and technology
SmartIntelligentUltrasonicReal-timeAutomatedPreciseAccurateInstantContinuousConnectedProactiveResponsiveReliableCompactAlways-onNon-invasiveSelf-learningPlug-and-play
To describe what we do
DetectProtectPreventStopShut downMonitorAlertSafeguardInvestigateUncoverRevealSurfaceTrackMeasureReduceSaveCutOptimiseControlExpose
To describe outcomes and benefits
ProtectionSavingsVisibilityInsightAccountabilityEfficiencySustainabilityPeace of mindControlConfidenceClarityPreventionResiliencePerformanceROIProofEvidenceReduction
To talk about our brand
PioneeringBoldAccountableTransparentTrustworthyEvidence-basedData-drivenOpinionatedStraight-talkingNo-nonsenseHumanWittyConfidentExpertCredibleRemarkableUnconventionalPurpose-drivenAccessibleCircuit breakerGateWater-smart
Words we avoid
Marketing fluff (say nothing, sound like everyone)
RevolutionaryCutting-edgeState-of-the-artNext-generationBest-in-classWorld-classGame-changingGroundbreakingBleeding-edgeParadigm-shiftingFuture-proofHolisticTurnkeyEnd-to-endTransformative
Corporate speak (sounds like a press release)
SynergyLeverage (as a verb)Utilise (say 'use')Ecosystem (unless literal)Stakeholder (in external comms)IdeateLearnings (say 'lessons')AlignCircle backOnboard (say 'get started')Going forwardFurthermoreMoreoverHenceforthIn order to (say 'to')
Vague tech jargon (in customer-facing copy)
Solution (when you mean product)AI-powered (unless specifically true and you explain how)IoT (say 'smart sensors' or 'connected devices')SaaSProptechCleantechDigital twin (unless explaining)Deploy (say 'install' or 'set up')StackPipeline (tech meaning)Scalable (without context)
Overblown claims
Disruptive (unless you mean it specifically)DisruptMarket-leading (prove it or drop it)Industry-leadingUnique (rarely true)Innovative (show don't tell)UnparalleledUnrivalledCutting-edgeRobust (when meaning 'works')
Stuffy formality
Whilst (say 'while')Amongst (say 'among')Upon (say 'on')ShallHereafterWherebyAforementionedHeretoforeAt this point in time (say 'now')With regard to (say 'about')In the event that (say 'if')Prior to (say 'before')Subsequent to (say 'after')
2.6 Principles of influence in our copy
Writing that moves people
Great brand copy doesn't just inform – it persuades. We embed Robert Cialdini's six principles of influence into our communications. Not as manipulation – as effective, honest storytelling.
| Principle | How we use it | Example |
|---|
| Authority | Demonstrate expertise. Quote data. Reference research. Show the working. | “Water leaks cause more property damage than fires and thefts combined (ABI, 2024). Here's what that looks like in your portfolio.” |
| Reciprocity | Give knowledge freely. Guides, calculators, reports – ungated. Goodwill drives conversion. | Free water audit tools, open benchmarking data, ungated educational content. |
| Social proof | Frame as pioneering, not popularity. Early adopters want to lead, not follow. | “When [Property Group X] went water-smart, they saved £240K in year one.” |
| Scarcity | Early access, limited pilots, exclusive betas. Being first matters more than being one of many. | “We're onboarding 20 buildings this quarter. Here's why yours should be one.” |
| Commitment | Start small: audit → report → demo → pilot → deployment. Each step makes the next easier. | Blog → Calculator → Free Audit → Demo → Pilot → Full deployment. |
| Liking | Be human. Be likeable. Our humour and honesty aren't decoration – they're strategy. | Personality in every interaction. A witty 404 page. A name that makes you smile. |
2.7 Tone spectrum
Our voice stays consistent. Our tone adapts to the channel and audience:
| Channel | Tone | Register | Example |
|---|
| Website | Authoritative, warm | Formal | Your building is losing water right now. We can show you where. |
| App Notifications | Urgent but friendly | Casual | Heads up – unusual flow detected on the main line. |
| Social Media | Opinionated, punchy | Casual | Every building has a fire alarm. Almost none have a water one. Guess which causes more damage. |
| Email Marketing | Educational, inviting | Conversational | Most buildings waste 30% of their water. Yours doesn't have to. |
| Sales Decks | Confident, data-led | Professional | Your portfolio lost £X to undetected leaks last year. We can show you exactly where. |
| Investor Comms | Strategic, precise | Formal | Watergate addresses a £30B market with a capital-efficient, sensor-led model. |
| Insurers/Risk | Evidence-led, measured | Formal | Escape-of-water claims cost UK insurers £1.8bn in 2023. Here's what prevention looks like at building level. |
| Policymakers | Authoritative, factual | Formal | Mandating water monitoring in new builds could reduce property damage claims by 40%. We have the data. |
| Support/Help | Patient, helpful | Friendly | No worries. Let's sort this out together. |
| Blog/Education | Expert but accessible | Conversational | Water leaks cause more property damage than fires and thefts. Here's what nobody tells you. |
2.8 Company voice vs. author voice
Two layers of voice
The Watergate voice
This is the brand speaking. Website copy, product UI, email campaigns, social media, sales decks. Follows these guidelines to the letter. Consistent, recognisable, controlled.
Voices of Watergate
These are individuals writing under their own name: blog posts, LinkedIn articles, conference talks, podcast appearances. They follow the values and principles but bring their own personality. Krystian's manifesto voice is different from what an engineer might write – and that's good. Individual voices create texture and authenticity.
The Rule: Stay on-brand in substance. Be yourself in style. If it wouldn't embarrass us quoted in the press, it's fine.
2.9 Messaging hierarchy
Every page has a clear structure
- Headline: The core benefit or insight (Mulish Black, H1 or H2)
- Subline: Elaborates on the headline without repeating it (H3 or H4)
- Body: Supporting details, proof points, context (Nunito Sans Regular)
- CTA: Clear call to action, benefit-led phrasing (Mulish Black, H4)
Every word earns its place. If a sentence doesn't pull its weight, cut it.
2.10 Claims and compliance
We're not a water supplier, and we're not regulated like one. But we do make claims about water savings, leak prevention, and carbon reduction – and those claims need to be bulletproof. Our credibility is our competitive advantage. Sloppy claims destroy it.
- Sustainability claims: Substantiate with third-party data or methodology. Don't round up.
- Technical claims: Validate against product spec sheets and actual testing. If it's a lab result, say so.
- Financial claims: Legal sign-off required. Cite methodology. "Up to" is fine if it's honest.
- Impact stats: Our 26.8% and 68% figures are real – always reference the source and context.
- Comparative claims: Never name competitors. Compare categories, not companies.
If in doubt, ask the legal team. A week's delay beats a retraction.
2.11 Style notes
Contractions
We write as we speak. Always use contractions: "we're" not "we are", "don't" not "do not", "it's" not "it is", "can't" not "cannot". The only exception is when you're deliberately emphasising the negative: "We do NOT accept that." Otherwise, contract everything. Uncontracted copy sounds robotic.
Ampersands
Use & in proper nouns (e.g., "Hyda & Co"). In body copy, use "and." Exception: when space is limited (e.g., headings, UI labels).
Quotation marks
Use curly quotes (“like this”), not straight quotes. Most design tools auto-convert. If writing in plain text, be deliberate.
Numbers
Spell out single-digit numbers in copy (one, two, three). Use numerals for 10+. Exception: always use numerals for data, percentages, and technical specifications.
Dashes & hyphens
En dashes (–) for ranges (2020–2024) and parenthetical phrases (we know water – trust us). Hyphens for compound words (plug-and-play, first-principles). Never use em dashes (—) in brand copy – they’re now associated with AI-generated text.
Active voice
Favour active voice. "We detect leaks", not "Leaks are detected by our system." Passive voice is fine when the actor is unknown or irrelevant.
British English
We use British English spelling: colour, behaviour, organise, programme. Exception: product UI may use American English where it's the global default (e.g., "Settings" vs "Preferences" is fine either way).
Emojis
Emojis are allowed in social media, Slack, and casual comms. They're not allowed in formal documents, proposals, investor materials, press releases, or the website. Where they're allowed, use them sparingly – one or two per post, max. They're punctuation, not decoration. Never replace a word with an emoji, and never stack multiple emojis together. We're a water tech company that happens to have personality, not a lifestyle brand.
Hashtags
Use branded hashtags consistently: #Watergate, #ConnectTheDrops, #WaterSmart. Limit hashtags to three per post on LinkedIn, five on Instagram. Never use them on the website, in emails, or in documents. Don't hashtag generic words (#water, #sustainability) – they add noise, not reach. If a hashtag campaign is launched, brief the team so everyone uses the same one.
Capitalisation
We use sentence case everywhere: headings, subheadings, buttons, menu items, slogans. Sentence case means you capitalise the first word and proper nouns only. It's how people actually read – and it matches our conversational voice. Title Case Feels Like a Press Release. Sentence case feels like a person talking.
- Capitalise Watergate product names (Sonic, Server, Watergate Cloud) and branded features.
- Don't capitalise generic terms: water-smart, leak detection, smart sensors.
- Job titles are capitalised before a name (CEO Krystian Zajac) but not after (Krystian Zajac, chief executive).
- Brand value names keep their capitals (Protection First, Radical Transparency) because they're proper names we've defined.
- Registered trademarks keep their formatting: Connect the drops®
DO
"Principles of influence in our copy"
DON'T
"Principles of Influence in Our Copy"
DO
"Writing for early adopters"
DON'T
"Writing for Early Adopters"
2.12 The brevity rule
Short beats long. Always.
Two essays by Paul Graham should be required reading for anyone writing at Watergate:
Writing, Briefly – his core argument: "Write a bad version 1 as fast as you can; rewrite it over and over; cut everything unnecessary." That's our editing process in three steps. If a paragraph can be a sentence, make it a sentence. If a word can be cut without changing the meaning, cut it.
Write Like You Talk – his rule: if you'd never say it in conversation, don't write it. You'd never say "we are endeavouring to ascertain the root cause" over a coffee. You'd say "we're trying to find out what went wrong." Write the second one. Always.
These two principles are non-negotiable at Watergate. Every piece of copy should be as short as it can be without losing meaning, and it should sound like a real person wrote it.
The editing checklist
- First drafts are always too long. That's fine. Edit ruthlessly.
- Read your copy out loud. If you'd never say it that way, rewrite it.
- If you run out of breath reading a sentence, it's too long. Break it up.
- The person reading your copy is busy. They'll give you ten seconds. Earn the next ten.
- Cut every word that doesn't earn its place. Then cut one more.
- Complexity is easy. Simplicity takes work. Do the work.
DO
"We're trying to find out what went wrong."
DON'T
"We are endeavouring to ascertain the root cause of the issue."
DO
"Your building's wasting water. Here's where."
DON'T
"Following a comprehensive analysis of your building's water consumption patterns, we have identified several areas of potential optimisation."
Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. – Strunk & White
2.13 Communicating bad news
Outages, delays, and mistakes
How we handle bad news says more about us than how we handle good news. The rules:
- Be first. Don't wait for people to find out. If something's broken, say so before they ask.
- Be honest. State what happened, what we know, and what we don't know. Don't speculate.
- Be specific. "We're experiencing an issue" is worse than "The dashboard isn't loading data for the last 2 hours."
- Be human. Apologise without corporate hedging. "We're sorry", not "We apologise for any inconvenience caused."
- Be accountable. Say what we're doing to fix it and when we'll update next. Then actually update.
DO
"Sonic Cloud is down. We're on it. Data from the last 3 hours isn't syncing – it's safe and will backfill once we're back. Next update in 30 minutes."
DON'T
"We are currently experiencing intermittent service disruptions. We apologise for any inconvenience and are working diligently to restore full functionality."
2.14 Accessibility
Write for everyone
Clear writing is accessible writing. If our copy only makes sense to people with engineering degrees, we've failed. These aren't accessibility add-ons – they're just good writing.
- Use plain language. If a simpler word works, use it. "Use" not "utilise." "Start" not "initiate."
- Keep sentences short. Aim for 15–20 words. Mix in shorter ones for rhythm.
- One idea per paragraph. If you're covering two things, use two paragraphs.
- Write meaningful alt text for every image. Describe what it shows and why it matters.
- Don't rely on colour alone to convey meaning (e.g., red = bad). Use labels too.
- Headings should describe what follows. A reader scanning headings should get the full story.
- Link text should be descriptive: "Read the water audit guide" not "Click here."
2.15 SEO & discoverability
Humans first. Search engines second.
We don't write for algorithms. We write for people. But we're not naive about how people find us – most of them start with a search engine. The goal is discoverability without compromise: be findable without ever sacrificing voice, readability, or intelligence.
The rules
- Write the best, most useful content on the topic. Be the answer Google wants to surface.
- Use natural language people actually search for. “How to stop water leaks in buildings” beats “Advanced Leak Mitigation Strategies.”
- Never stuff keywords. One mention in the headline, a couple in the body. If it feels forced, it is.
- Headlines should work as both page titles and search results. Meta descriptions are ad copy – treat them like it.
- Don't write thin content for long-tail keywords, repeat phrases because a tool said so, or sacrifice readability for “optimisation.” If copy sounds weird to a human, it's wrong.
The best SEO strategy is Education Marketing done well. Teach people something genuinely useful. They'll link to it, share it, and come back. That's the only algorithm that never changes.
2.16 Copywriting objectives
Every Watergate communication serves one of five objectives:
- Educate: Teach the reader something new about water, leaks, building protection, or our approach. Blog posts, whitepapers, how-to guides.
- Inspire: Show the reader what's possible. Case studies, impact reports, vision statements.
- Persuade: Move the reader toward a decision. Sales pages, email campaigns, webinar invitations.
- Clarify: Remove friction and answer questions. Help content, FAQs, product documentation.
- Delight: Build affinity and memorability. Brand campaigns, social media, internal communications.
Before writing, ask: "Which objective does this piece serve?" If you can't answer, the piece might not be necessary.
2.17 Product naming conventions
Keep the name clean. Let the product do the talking.
We don't put version numbers in product names. No "Sonic 2.0", no "Watergate Cloud v3." Version numbers signal instability – they tell customers the previous version wasn't good enough. For a product whose core promise is protection and reliability, that's the wrong message.
The rules
- Product names are clean and unversioned: Sonic, Watergate Cloud. No version numbers, no decimal points.
- When launching a major upgrade, use messaging – not naming – to signal the leap: "all-new Sonic" or "next-generation Sonic."
- Internal version tracking (firmware v2.1.4, app build 347) stays internal. Customers don't need to know.
- Generation markers are acceptable in technical documentation and spec sheets ("2nd gen") but never in brand-facing copy.
- If a product line branches into variants, use descriptive names (Sonic Pro, Sonic Lite) rather than numbers (Sonic 100, Sonic 200).
DO
"Introducing the all-new Sonic – faster detection, smarter alerts, same one-minute install."
DON'T
"Introducing Sonic 2.0 – the next version of our leak detection device."
Think about how the best hardware brands handle this: nobody buys a "Nest Thermostat 4.0." They buy a Nest. The product name IS the trust. Keep it clean.
3.1 Website copy
The storefront
The website is our most visible channel. Every page should feel like walking into a smart, well-lit room where someone knows exactly what they're talking about.
Homepage
Lead with the problem, not the product. The homepage should make someone think: "They get it." Open with the gap in building protection – fire alarms, security systems, but no water protection – then show how we close it.
DO
"Every building is protected against fire. Almost none against water – the thing that causes more damage. We fix that."
DON'T
"Welcome to Watergate – the leading smart water platform."
Product pages
Lead with outcomes, not features. What does the customer get? How does their world change? Features are supporting evidence, not the headline.
DO
"Detect leaks in seconds. Shut them down automatically. See the proof in your data."
DON'T
"Our platform offers real-time monitoring with advanced analytics."
About page
Tell the origin story (Section 1.10) in a human, conversational way. Show the team. Be proud and specific about what makes us different. This is where the Watergate posture really shines – lean into the name, the circuit breaker mission, the attitude.
3.2 Email communications
Direct, valuable, never spammy
Every email should pass the "would I open this?" test. If the subject line is boring, the email won't get read. If the content is thin, we lose trust.
Subject lines
- Be specific: "Your building lost 12,000 litres last week" beats "Monthly water update."
- Create curiosity: "We found something in your data" (the investigator at work).
- Be honest: Never use clickbait that the email body can't deliver on.
Newsletters ("The Current")
Educational first, promotional second. Share industry insights, data findings, tips. The ratio: 80% value, 20% product. Every issue should teach something.
Transactional emails
Alerts, confirmations, and notifications should be clear and action-oriented. Personality is fine – confusion is not. The subject line should tell the reader exactly what happened and what to do.
3.3 Social media & blog
Where we get to be bold
Social media is where our personality lives. It's the channel where being opinionated, witty, and occasionally cheeky pays off. We're not a corporate account that posts press releases – we're a brand that has something to say.
LinkedIn
Our primary social channel. Mix of thought leadership (Krystian and team posting under their own names), company updates, and educational content. Tone: smart, confident, occasionally provocative. Never stuffy.
Blog
Long-form education. The blog is where we build authority (Cialdini's principle #1). Topics: industry analysis, data findings, how-to guides, thought pieces. Every post should be genuinely useful – not a thinly disguised sales pitch.
Content rules
- One idea per post. If you're covering multiple things, split them.
- Open with a hook. You have three seconds to earn someone's attention.
- Back opinions with evidence. Being opinionated without data is just noise.
- End with a clear takeaway or call to action.
- Use images and data visualisations to break up text and add credibility.
3.4 Sales & pitch materials
Show, don't tell
Sales materials should feel like a conversation with the smartest person at the conference – someone who's done their homework, has the data, and respects your time.
Sales decks
Open with the customer's problem, not our company history. Nobody cares about our founding story until they believe we understand theirs. Structure: Problem → Insight (data) → Solution → Proof → Next Steps.
Proposals
Personalise aggressively. Reference the prospect's specific situation, their building portfolio, their industry challenges. Generic proposals are forgettable. Specific proposals close deals.
Case studies
Structure: Challenge → What We Found → What We Did → Results. Lead with the numbers. "£240K saved in year one" is the headline, not the footnote. Use the investigative posture: "When we looked at [Client]'s water data, here's what we found."
3.5 Product UI copy
Clear first. Clever second.
UI copy is functional writing with personality. Clarity always wins over wit. A confused user is a frustrated user, and frustrated users don't stay.
Principles
- Be concise. UI labels and messages should use the fewest words possible.
- Be specific. "Flow anomaly detected on Zone 3" beats "Something unusual happened."
- Be helpful. Error messages should tell the user what went wrong and what to do next.
- Be human. "No worries" is fine. "An unexpected error has occurred" is not.
Notifications & alerts
These are high-stakes moments. Be clear, be calm, be actionable. The investigator delivering findings, not the alarm bell screaming.
DO
"Heads up – unusual flow on the main line. Tap to see details."
DON'T
"WARNING: ANOMALY DETECTED. IMMEDIATE ACTION REQUIRED."
3.6 Internal communications
Walk the talk
Our internal voice should reflect our external one. If we tell the world to be straight-talking and no-fluff, our all-hands slides shouldn't read like corporate memos.
- All-hands: Be candid about challenges as well as wins. Our "Own It" value means we don't sugarcoat internally.
- Slack/Chat: Casual, direct, human. Emojis are fine. Walls of text are not.
- Documentation: Clear, structured, scannable. Internal docs are products too – make them easy to use.
- Recruitment: Show personality. Our job ads should feel like Watergate, not like every other job ad.
The test: if someone leaked an internal email, would it align with our brand? If yes, we're doing it right.