Brand Tone

Professional, Authoritative, and Innovative

Brand Values

• •Safety & Protection
• •Innovation & Technology
• •Comfort & Durability
• •Heritage & Trust
• •Social Responsibility

Best Practices

• •Lead with Performance, Not Just Features: Instead of saying "We have composite toes," say "Stay protected without the weight. Our composite toes are non-metallic and undetectable, perfect for secure environments." Always connect the feature to a direct benefit for the worker.
• •Use an Authoritative and Confident Tone: Employ strong, declarative sentences. Phrases like "We pioneered," "Engineered for," and "Built to last" reinforce the brand's expertise and long history. Avoid hesitant or overly casual language.
• •Incorporate the "Heritage & Innovation" Duality: Consistently mention the brand's long history (since 1933) alongside its latest technological advancements. This builds a powerful narrative of a brand that is both trustworthy and cutting-edge.
• •Speak the Language of the Worker and the Safety Manager: Create copy that resonates with both the end-user (focus on comfort, durability, and style) and the B2B purchaser (focus on safety standards, employee satisfaction, and long-term value).
• •Let Testimonials Reinforce Core Values: Use direct quotes from satisfied customers to validate claims of comfort, safety, and durability. A real worker's story about how the boots prevented an injury is more powerful than any marketing claim.

Social Perception

Customers perceive Hy-Test as a highly reliable and exceptionally comfortable brand of safety footwear. It is often seen as a legacy brand that workers have trusted for decades. Positive reviews frequently highlight the combination of comfort and robust protection. Within the workwear and safety equipment industry, Hy-Test is viewed as an established and innovative player. It is part of the larger, reputable Wolverine Worldwide portfolio of brands, which lends it additional credibility. The brand is respected for its pioneering contributions to safety footwear technology.

Copy Examples

• •Technology That Works. Safety That Protects. Since 1933, we've engineered footwear for the toughest jobs on Earth. Our new Apex 2 Pike boot with puncture-resistant technology and 3600 comfort isn't just a step forward2it's a new standard in protection.
• •Your team's safety is non-negotiable. Our reputation is no accident. Hy-Test has been a pioneer in ASTM-certified safety footwear for over 90 years. Equip your workforce with the confidence that comes from innovation and unmatched protection. Explore our corporate safety footwear programs today. #WorkplaceSafety #HyTest #SafetyFirst #Innovation
• •Don't choose between agility and protection. The FootRests0 2.0 Hiker features our revolutionary Nano Toe technology2lighter than steel but just as strong. Combined with an anti-fatigue foam midsole that returns energy with every step, you can conquer 12-hour shifts and feel the difference. All-day comfort meets uncompromised safety.
• •The Most Important Tool on the Jobsite. You wouldn't compromise on your tools. Don't compromise on your feet. Hy-Test boots are engineered with advanced safety features and legendary comfort to keep you focused on the task at hand. Trusted by generations. Built for today.
• •Your Feet Shouldn't Ache After a Hard Day's Work. Long shifts on hard surfaces can take a toll. At Hy-Test, we believe safety footwear should eliminate fatigue, not cause it. Our patented FootRests0 technology is designed to absorb shock and provide unmatched arch support, so you end your day as strong as you started it. Discover comfort that works.