Messaging
Benefits
Technically Leading
Well established with decades of expertise
Recognized as an industry front-runner
Consistently sets the bar for quality in form and function
Competitors look to Hyson and attempt to match
Highly Adaptable
Core focus on the customer’s needs
Able to scale process accordingly based on project
Agile, nimble team ready to get to work
Quickly offers the right solution
Collaborative Mindset
Uniting Hyson engineers with client’s team
Engages, educates, and guides client
Focuses on finding the best solution
Co-creates custom engineered solutions
Local Ongoing Service
“Our work is never done” mindset
Support before, during, and after the sale
Above and beyond for customer satisfaction
Post-installation service (technical and general)
Local service centers readily available
Global Availability
Readily available around the world
Impeccable consistency and reliability
Strategically positioned in NA, Asia, and EU
Tailored brands for competitive advantage
and stronger client support
Differentiators
Hyson offers unmatched customer service, local support, and technical excellence — proportionate to each customer’s individual needs. While Hyson’s products exude quality, it’s the overall manufacturing scalability and organizational agility throughout the customer journey that further distinguishes Hyson from the competitors.
Personality
Trustworthy
Mindset: Clients first
Established Behaviors: Provides relationship-driven recommendations, Strong company history with proven positive reputation
Voice & Tone Application: Focus on the clients’ needs by providing the most relevant information as quickly as possible. Emphasize transparent and direct communication.
Example:
Current: Contact us today and find out how we can help you and your team find the right solutions for your application.
Revised: Let’s find the best solution for your application. Contact us.
Why It Works: Direct, open communication reflects confidence and a commitment to keep the process moving — it anticipates the clients’ needs and moves them forward toward the answer, like a trusted partner.
Innovative
Mindset: Think beyond
Established Behaviors: Established legacy leader in the industry, Recognized for technical leadership, Quickly gains industry followers
Voice & Tone Application: Boast innovative efforts through data-driven case studies. Include short- and long-term goals as appropriate, with an emphasis on numerical vs. anecdotal content.
Example:
Current (Customer impact section of Hot Stamp case study):
Cost Savings: Reduced scrapRevised (Customer impact section of Hot Stamp case study):
Cost Savings: Reduced scrap by 46% in first six months
Why It Works: Data-driven context helps to frame the impact of the innovation, potentially distinguishing Hyson’s outcomes from competitors
Collaborative
Mindset: See all angles
Established Behaviors: Unites engineering experts with client’s team, Engages, educates, and guides clients toward the best solution
Voice & Tone Application: Use personal and inclusive language, like we/our, to capture the collaborative and approachable company spirit
Example:
Current: In 2007, HYSON expanded its line with the Di-Dro Advanced Forming System, a hydraulic manifold that combines high force in a small space, and provides controllable pad delay.
Revised: Our engineering team at Hyson developed the Di-Dro Advanced Forming System in 2007. This hydraulic manifold combines high force in a small space and provides controllable pad delay, creating better outcomes for our clients.
Why It Works: Small language tweaks like this help to humanize the company, without detracting from the client's value
Passionate
Mindset: Lead with heart
Established Behaviors: People-focused engineering team driven to solve problems through technical solutions
Voice & Tone Application: Showcase the people behind Hyson, pulling in testimonials or employee perspectives when appropriate
Example:
Proposed (Social media post): “I’ve been with Hyson for 13 years and can’t imagine a better place to grow in my career. I’ve had the opportunity to collaborate with clients worldwide — working together to solve some of the toughest manufacturing problems.” - Hector, Chief Engineer
Why It Works: Representing content in the employee’s words captures a unique perspective and celebrates the bright minds driving Hyson forward
Messaging Framework
At Hyson, we’re Made for the Challenge. We tackle the toughest problems and don’t back down from a complicated ask. Whether it’s a Hyson catalog product or a custom engineered solution, we elevate what’s possible with an adaptable approach and can-do mindset. We’re true partners, with the corporate agility to flex in any situation, working hard to provide genuine value to our clients. Our technical quality is impeccable, but it’s our commitment to customer needs that sets us apart.
Audience
To best align with Hyson's corporate strategy, the brand in its entirety should target the "High Standard Seekers" segment of the market. While there are currently other segments served by Hyson, for brand clarity High Standard Seekers should be the primary audience target across all communications.
Emotional needs: technically leading, collaborative, responsible, sustainable, service-minded, ethical
Functional needs: trusted brand, highest quality, best warranties, well established, gives expert advice, environmentally friendly products, personal support
Writing Recommendations
Company Name
In order to align with the refined company ethos, Hyson should be written in title case, rather than all capitals. This change reinforces the confident and approachable company profile.
Tagline
"Made for the Challenge" is the new company tagline, as it more holistically represents Hyson's evolution and future trajectory. As a result, "Metal Forming Solutions" should be retired and the new tagline should be used in its place. In some instances, the general phrase "metal forming solutions" may need to continue to be used to describe aspects of the company's function. However, it should no longer be used in tagline or front-line capacity.