Verbal Identity
Voice in Action
Overview
We translated each theme into language that can be used externally. Use this as a starting point when pulling the theme into relevant communications
Example of Themes in Action
Theme 1
Pursuing excellence with urgency
Tenacity provides time.
Two things cancer patients need from those serving them: no stones unturned, no days wasted. We continually invest more energy into improving our work so our partners have more time to invest in their patients.
Theme 2
Delivering expertise and deep insights
From insights come foresight.
With every diagnostic, we help physicians give their patients actionable answers for now and make treatment plans for the future. As we serve each individual, we gather evidence that moves our collective knowledge of cancer forward.
Theme 3
Seeking the bigger picture
More vision, more reach.
Our vision is always before us: transforming cancer care on a global scale. Working with our partners, we seek gaps to fill and prepare for what's next. Together, we expand our capacity to reach more patients in more places.
Example of Voice in Action
To demonstrate how the brand’s verbal identity comes together, we created a set of before and after examples for comparative purposes.
Veracyte’s Approach to Diagnostics
To demonstrate how Veracyte’s brand voice comes to life, we revised existing copy following the guidance in this guideline.
For a piece of copy that speaks to how we develop our diagnostics, we refined it by:
1
Using a headline that intrigues, and highlights the Ally’s characteristic collaborative approach
2
Pulling in More vision and more reach, explaining that we develop new diagnostics to fulfill our vision of expanding access to cancer testing—that is the inspiring purpose that drives our efforts
3
Simplifying the language, especially in the statistics, for a quicker read
Product Landing Page Addressing Clinicians
To demonstrate how Veracyte’s brand voice comes to life, we revised existing copy following the guidance in this guideline.
In this copy describing one of our diagnostic tests to the clinician audience who will use the test, we adjusted the writing by:
1
Putting product benefits in the headline, emphasizing that the test offers precise subtype identification so physicians receive answers to their diagnostic questions
2
Directly addressing the clinician audience with “you” and “your"
3
Pulling in theme 2, our expertise and insights, by describing that physicians receive insights that enable them to take action to guide their patients
4
Simplifying the language to aid quicker understanding
Press Release: Addressing Investor/ General Public
To demonstrate how Veracyte’s brand voice comes to life, we revised existing copy following the guidance in this guideline.
This copy refers to the same diagnostic test as above, but for a more general audience. To account for a broader audience that needs more explanation about the test, we updated this copy by:
1
Beginning the paragraph with a description of who the test is designed to assess, keeping the patient at the forefront
2
Reducing the amount of scientific language, while maintaining the standout features of the test
3
Utilizing theme 2, our expertise and insights; however, because the audience reading this copy is likely not using the test, we explain more about how the test works, and slightly less about patient treatment
4
Throughout, incorporating the benefits of using the diagnostic (“rapidly and thoroughly,” “clear insights,” “timely and effective”)
Veracyte MRD Addressing Lab Directors
To demonstrate how Veracyte’s brand voice comes to life, we revised existing copy following the guidance in this guideline.
This copy explains a newer product offering; thus we adjusted the messaging by:
1
Describing the major benefit of MRD testing in the headline to immediately catch people’s attention
2
Using theme 1 to explain the brand “why” before going into the technical explanation of the diagnostic: Veracyte goes beyond the status quo to advance our services and our understanding of cancer
3
Defining what MRD stands for, for clarity
4
Ending with a proof point to demonstrate that we pursue the evidence to support out work
About Us
To demonstrate how Veracyte’s brand voice comes to life, we revised existing copy following the guidance in this guideline.
For a high-level introduction to the company, we want to appeal to our audience not only intellectually, but emotionally as well. To create this balance, we rewrote the messaging at right by:
1
Pulling heavily from the brand story to introduce what we do as the Ally—serve clinicians who serve patients with cancer—and why it matters. The brand story also covers all three themes, which is ideal for a longer-form introductory piece.
2
Positioning Veracyte as a well-rounded brand, rather than a collection of tests, by including mention of our research tools and collaborative partnerships.
3
Ending with a line that speaks to the human purpose behind our work as the Ally: supporting the collective fight against cancer
To demonstrate how Veracyte’s brand voice comes to life, we revised existing copy following the guidance in this guideline.
In a brief description of the company for audiences that may range from healthcare organizations to prospective employees, our goal is to broadly capture Veracyte’s range in straightforward language. We refined the copy by:
1
Introducing ourselves as the Ally, clearly stating who we serve
2
Summarizing our diagnostics offer and its benefits
3
Including a synopsis of our other services for a fuller representation of the brand
Have questions
If you have questions regarding the guidance given here, contact brand@veracyte.com.
Last updated
January 5, 2026