Verbal Identity
Tone of voice
Overview
The following guidance and examples were developed to help you put the Veracyte brand story, themes, and personality into practice. While not exhaustive, the examples are intended to give you a sense of appropriate tone and language for the Ally. Feel free to pull them in for your own writing—take a sentence as a starting point or use an entire copy block. Refer to the advice to keep your communications on point, and use it as a filter to evaluate finished work. Ultimately, the brand foundation should be your main reference to ensure you’re staying on brand and on message.
Speaking as the Ally
Follow these basics to fully capture our brand role as the Ally.
Do
Use verbiage that sounds helpful and humble. Try words like “support,” “help,” “serve,” “facilitate,” and “offer” when referencing what Veracyte does for customers.
Share company accomplishments and achievements, while tempering them to remain humble. The Ally avoids bragging by acknowledging its collaborators, and that there is always more to do and learn in the fight against cancer.
Emphasize that we make things easy for our customers, in our services, diagnostics, and professional interactions. Consider words such as “simplify,” “streamline,” and “efficiency” to get this point across.
Don't
Refer to patients with possessives (for example: “Veracyte gives assurance to our patients.”) Although patients are our purpose, we serve them through clinicians. Use language that clearly indicates clinicians are the ones interacting with patients.
Speak with excessively scientific terminology terms. As much as possible without sacrificing meaning, avoid complicated technical vocabulary and industry jargon in favor of simpler words and explanations. The Ally wants to be understood—that’s how we connect with more people.
Suggest we lead clinicians. While we guide our partners by sharing our expertise with them, we don’t want to sound like we supplant their knowledge. Language like “contribute” and “strengthen” indicates that the Ally adds pieces to the diagnostic puzzle, striving for a greater good.
Rule of Thumb
When writing for Veracyte, use these guides as general principles and filters to check your work against. When used consistently, they’ll help keep our communications pulling in the same direction.
Position Veracyte as a whole
Veracyte should be known as a strong, smart company. Keep the focus on what makes collective distinct and impactful, including its mindset, behaviors, outcomes, and goals, rather than solely on individual tests.
Connect to your audience
Directly address the people to whom you are speaking: Use “you” and “your” for a more personal feel suited to our role as a collaborative partner.
Make the benefits clear
Always explain why something Veracyte does or offers benefits a customer: “We do x, so you can do y.” That way, you’re taking advantage of every opportunity to describe why we’re the best partner for the customer.
Start with a brand message
While it is tempting to begin a communication by sharing tangible proof points, set up your proof points with a brand level message for context so that your audience has a reason to pay attention to the details.
Have questions
If you have questions regarding the guidance given here, contact brand@veracyte.com.
Last updated
January 5, 2026