Foundational brand messaging framework
Updated: Jul 6
I developed this messaging framework to enable content creators and AI agents to articulate Hyland’s overarching corporate narrative across all internal and external communications.
The messaging incorporates insights gleaned from brand positioning and competitive intelligence research, customer interviews and leadership perspectives. Deliverables included purpose, vision and mission statements; value proposition, messaging pillars and core values; company description, elevator pitch and more.
To accommodate Hyland’s rapid pace of innovation, I designed an adaptive model, with key elements that endure for a period of years and others that transition more frequently as technology/capabilities/markets evolve. The framework ensures messaging alignment for content creators and representatives across the company; dramatically improves content development and brand campaign processes; and facilitates the accurate, governed use of AI agents in the creation of marketing and communications collateral.
Hyland corporate fundamentals
Purpose: To deliver life-changing value to the world
Vision: To revolutionize the way enterprise content and data drives innovation
Mission: As a trusted partner, we empower organizations to unlock their greatest sources of critical intelligence, fueling innovations that fundamentally redefine how they operate and deliver value to those they serve.
Hyland brand messaging house
Position of value: Intelligence empowering innovation
Brand essence: Empowering innovators to deliver life-changing value to the world
Priority message/company description: Hyland empowers organizations to harness the full potential of their enterprise content by transforming it into contextualized intelligence that unlocks actionable insights and drives agentic automation — fueling innovations that deliver life-changing value to the world.
Differentiating pillars
Fueling contextualized intelligence: Hyland turns fragmented data into contextualized intelligence. By federating across repositories, we unify enterprise content to provide teams and systems with access to mission-critical data. By seamlessly linking content, processes, applications and people, we deliver a contextual, real-time understanding of organizational operations and knowledge. And by extracting, classifying and continuously enriching data, we supply the clean, AI-ready fuel that powers ubiquitous intelligence and automation.
Unlocking actionable insights: Hyland unlocks actionable insights that empower organizations to harness the strategic value of their enterprise content and data. By processing, querying and analyzing critical content and data from fragmented sources to find information and generate responses in natural language, we help teams improve decisions, accelerate innovation and deliver life-changing outcomes.
Driving agentic automation: Hyland drives agentic automation across the enterprise. From AI agents that integrate with existing workflows and robotic process automations to fully agentic solutions for sectors including healthcare, banking, insurance, government and higher education, we provide intuitive tools for designing, orchestrating and administering agentic enterprise automation — improving decision-making and freeing people to focus on higher-value work.
Expert governance: Hyland is a trusted custodian of mission-critical enterprise content and data. We rely on vertical expertise, decades of experience navigating complex compliance scenarios in tightly regulated industries and deep understanding of customers’ unique business needs to securely govern the use of data, access to context and insights, and oversight of agentic actions and decisions.
Comprehensive platform: Hyland equips organizations with a comprehensive platform to quickly create robust, AI-powered solutions that address mission-critical needs across the enterprise, eliminating the need to acquire multiple tools from multiple vendors. Transcending traditional content management, Hyland’s capabilities span from content capture and processing to knowledge discovery and intelligent automation to governance and collaboration. We provide extensible technology to meet our customers where they are, whether they need low-code, generative AI-based application development or fully agentic solutions. We provide open source options and support multi-cloud and hybrid cloud architectures. Fundamental platform strengths include integrability, scalability, configurability, security and usability.