Guidelines
Brand Foundation
Overview
The way that Veracyte expresses itself is critical to how the brand is recognized, understood, and remembered. Unique language that describes our approach, reflects our perspective, and details our products not only helps our audiences connect with us, it sets us apart from the competition. This guide explains the foundational principles that make up Veracyte’s brand, as well as how you to implement the principles in your own communications. As we all speak with one Veracyte voice, we amplify our company’s message: that our vision of transforming cancer care worldwide is reaching more and more people every day.
Brand Role
Our brand role stems from our brand promise: Empowering clinicians with the high-value insights they need to guide and assure patients at pivotal moments in the race to diagnose and treat cancer. At Veracyte, we see ourselves as part of a team with physicians and researchers, where each team member has a contribution to make toward the patient's quality of life. The brand role of the Ally encapsulates this idea of open-minded partnership. Our role is collaborative and creative. We are service-oriented seekers, always pursuing innovative avenues to empower our customers and advance our industry
Brand Themes
To ensure we communicate with clarity and consistency, we have developed a set of brand themes. They capture what is unique about the Veracyte brand at a high level. These are messages that should run through everything we put out externally.
How to use them
Think of the brand themes as scaffolding for your external communications: they provide the foundation and structure of what you will say. Though you need not use them verbatim or all at once, the themes are meant for every application.
01
Pursuing excellence with urgency
This theme articulates our continual pursuit of high standards. Our vision of excellence, as detailed on the right side of this page, focuses on doing ever more for the clinician and the patient as their Ally. We want to communicate that we go the extra mile as a matter of course, whether that means taking on additional upfront costs, tackling challenges head-on, or bucking industry trends.
- Doing things right
- Working through tough problems
- Challenging the status quo
How to use this theme
This theme is especially useful to speak about how we think: our mindset and to set up how we develop products. It explains why we take the approach we do.
02
Delivering expertise and deep insights
This theme adds substance to our brand promise, further explaining the “high-value insights” our customers receive when they work with us. Our diagnostics and partnership provide clear guidance, fueled by extensive data resources and collaboration.
With this theme, we want to convey the flywheel effect of the Veracyte Diagnostics Platform: we continuously build evidence behind our testing, which in turn bolsters our partners’ outcomes—and their confidence.
- Providing effective and efficient direction
- Integrating different data types
- Fostering fruitful relationships
How to use this theme
This theme is useful for nearly any communication. It is especially helpful for explaining what our products provide: the particular benefits that Veracyte diagnostic tests deliver.
03
Seeking the bigger picture
In this theme, we explain how Veracyte plans to execute its vision of transforming cancer care worldwide. As the Ally, we anticipate ways we can help physicians, patients, and our industry not just today, but in decades to come.
We want to convey that Veracyte’s commitment to its vision is an ongoing, active pursuit. By seeking the bigger picture, we seek opportunities to grow our knowledge, services, and reach.
- Filling unmet needs
- Imagining what’s next
- Expanding pathways to the future
How to use this theme
Use this theme when speaking about Veracyte’s vision and goals as a company. It also helps explain how we work with partners to fill gaps in care.
Personality Attributes
Just like Veracyte employees share similar traits and the internal company culture adheres to a set of values, the brand also exhibits a collection of personality attributes that make it one-of-a-kind. Established through interviews, workshops, and meetings with Veracyte staff—people who know the organization inside out—these traits capture Veracyte’s authentic character. Used consistently over time, they make the brand voice of the Ally distinct and recognizable. While all traits do not need to be represented in every communication, at least one trait should be readily apparent so that audiences have a consistent experience with the brand. Communications or tone of voice that run counter to these traits should be avoided.
The Ally is known for:
- Adhere to high standards in all we do
- Hold ourselves accountable
- Deliver technical accuracy and compliance
- Are there for each other and partners
- Stay resolute, even in the face of obstacles
- Maintain focus and rigor
- Know there’s always more to know
- Contribute to a purpose bigger than ourselves
- Nurture the best outcomes we can
- Intentionally grow our impact
- Apply ingenuity to push for a smarter approach, better fix, wider reach
- Stay open to new ideas and inspiration
Brand Story
The brand story weaves together all of the pieces of the Veracyte verbal identity: our brand role as the Ally, the brand themes, and our brand personality. It establishes a narrative that summarizes who we are, what we do, and why it matters. The story employs a tone of voice and turns of phrase that express the humility and determination of the Veracyte character. It speaks clearly, like our test results, in everyday, easy-to-understand language.
When you’re fighting cancer, having an ally means you have a steady source of strength when you’re looking for answers. It means knowing you have a true partner, always ready to help. Our molecular diagnostics provide clinicians with insights for pivotal decisions—the kind of decisions that substantially change patients’ cancer experiences: whether they can avoid surgery, what kind of treatment modalities may benefit them, how much time they can watch and wait between scans. When clinicians have us working on their behalf, their patients have a well of support that’s deeper than they’ll ever know. To keep improving as allies, we challenge ourselves not just to impact the life of each individual patient, but of the cancer industry as a whole. We open our data resources to researchers so they can follow promising lines of inquiry. We search for gaps in care and develop high-performing tests and technologies to fill them. We collaborate with clients all over the world; the evidence generated by our tests assists them in the advancement of oncology drugs, assays, and companion diagnostics. Every day, we commit ourselves to bringing together the right diagnostics, ideas, and innovators. Through them, we strengthen the efforts of everyone fighting cancer—of every professional and every patient we serve. Veracyte. A steady source of strength.
How to use it
The story is a foundational piece that can be pulled from, in whole or in part, for any communication need. It is especially well-suited for longer- form pieces that introduce the Veracyte brand.
Pull the story in for corporate communications such as
- Brand video
- About Us pieces
- Social media bios
Brand Strategy
The chart below captures our brand strategy: all of the pillars that constitute who we are, what we stand for, what we pursue, and what we value. This forms the backbone of everything Veracyte does and puts out into the world.
Vision
Our ultimate goal: Defines the purpose and passion that motivates us
Promise
Our commitment: Explains what we deliver to our audiences and why it's important
Brand role
Who we are: Informs how we look, speak, and behave, guiding how our audiences experience our brand
Brand Themes
What we stand for: What our audiences can expect to receive from us, and the messages we consistently convey
Personality Traits
How we act: The traits that drive our behaviors, as well as our verbal and visual expression
Have questions
If you have questions regarding the guidance given here, contact brand@veracyte.com.
Last updated
January 5, 2026