Brand Tone

Caring & Empathetic, Trustworthy & Reliable, Approachable & Friendly, Modern & Innovative, Natural & Clean

Brand Values

• •Quality
• •Integrity
• •Passion
• •Innovation
• •Accountability
• •Family-Centric
• •Natural Wellness & Holistic Approach

Best Practices

• •Emphasize "Natural" and "Gentle": Consistently highlight the natural, plant-based, or organic ingredients and the gentle nature of the formulas, reassuring users about safety and purity.
• •Maintain a Caring and Empathetic Voice: Address common health concerns with understanding and reassurance, positioning Hyland's as a supportive partner in wellness. Use language that resonates with parents and individuals seeking compassionate care.
• •Build on Trust and Heritage: Subtly weave in the brand's long history (since 1903) and commitment to quality to reinforce trustworthiness and reliability.
• •Keep it Clear, Approachable, and Relatable: Avoid overly scientific or complex language. Use clear, simple terms that are easy for everyone to understand. The "Here For It" campaign's "keep it real" approach is a good example.
• •Showcase Real-Life Benefits and Solutions: Focus on how the products help solve everyday problems and improve well-being for individuals and families. Use testimonials and user-generated content where appropriate to enhance relatability and authenticity.

Social Perception

Trusted by Parents, Preference for Natural Alternatives, Effective Relief, Concerns and Skepticism (Homeopathy), Modernizing Image

Copy Examples

• •Soothe those tough teething moments, naturally. Our gentle formula is here to bring comfort to your little one, and peace of mind to you. Because we're parents too, we get it. #HylandsNaturals #GentleRelief
• •Reclaim your nights, naturally. Hyland's Calm & Sleep helps you unwind and drift off peacefully, so you can wake up refreshed and ready for your day. Trust in nature, trust in Hyland's. #SweetDreams #NaturalSleep
• •When sniffles and coughs arrive, reach for gentle, effective relief. Hyland's Naturals Kids' Cold & Cough is made with care, because your child's well-being is everything. Keeping families healthy since 1903. #KidsWellness #TrustedCare
• •For every stage of womanhood, we're 'Here For It.' Introducing Hyland's Women's Health – thoughtfully crafted natural supplements to support your unique journey. Because you deserve to feel your best, every day. #WomensWellness #HereForIt
• •For over a century, Hyland's Naturals has been dedicated to providing families with safe, natural, and effective wellness solutions. From our family to yours, naturally. Discover the Hyland's difference. #NaturalHealth #TrustedSince1903