Roche Brands Messaging & Visualisation Resources
Text, referencing and trademarking rules
Roche have specific rules for language style, and when referring to their brand and products in text. Find some guidance below:
Visualisation
Roche use explanatory graphs and charts to visualise technical information and make it digestible. Scene-based illustrations can be used to create a more complex story or narrative. Avoid combining icons to create a story.
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Messaging
Brand attributes describe the characteristics and values Roche stands for. Together with the brand idea that health is personal they should be reflected in the messages we create. The more often and consistently we use our attributes to guide our communications, the more our stakeholders associate these unique and decidedly human attributes with our company and the stronger we make the Roche brand.
The combination of our brand attributes forms the ‘personality’ of our brand and distinguishes us from other companies. They are:
- Empathetic
- Brave
- Led by science
- Open-minded
- Lasting
Rather than using our attributes “only” as words, incorporate them in the messages that you create. Remember that everything our vendors create must also align with the Roche attributes.
What does this mean when communicating about Roche?
Empathetic
Patient-centred purpose. Genuine interest in people. Care. Respect. Trust. Human. An internal culture based on respect for the individual.
We could also say:
- People-focused culture. Compassion. Desire to do the right thing. Leadership commitments.
Yet never mean:
- Pitying. Sentimental in a self-indulgent way. Being everyone’s darling.
Brave
Spirit of entrepreneurship. Pioneer in healthcare. Pushing boundaries and challenging the status quo. Redefining what is possible in healthcare. Leader, not a follower. Courage.
We could also say:
- Embracing risk. Transformational medical innovation. Tackling obstacles. Bold decisions. Meaningful change.
Yet never mean:
- Reckless. Foolhardy. Utopian. Arrogant.
Led by SciencE
Decisions based in science. Knowledge, innovation. Illuminating the way for others. Focus. Passion for discovery, relentless pursuit of solutions, improvements, progress. Differentiated products, solutions. Clear focus on healthcare with a unique, combined expertise in molecular biology and technologies to benefit patients. Thorough.
We could also say:
- Business model focused on science. Rigorous examination. Fact-based decisions. Deep knowledge. Pursuit of answers to open questions. Learning from setbacks. Turning today’s information into tomorrow’s cures.
Yet never mean:
- Dogmatic, controlling or intellectual (especially to the exclusion of others). Speculative. Knowing everything better than others.
Open-minded
Honest partnership. Empowering individuals. Freedom to think and act. Collaboration. Collegiality. Careful listening. Multiple cultures. Decentralisation and diversity as a strength.
We could also say:
- Openness to new ideas. Working across disciplines. Able to listen.
Yet never mean:
- Impartial. Disinterested. Detached. Dispassionate. Arbitrary. Unfocused.
Lasting
125-year track record. One of the first 'global players'. Long-term perspective. Resilience. Tenacity. Lasting impact on society. Thinking in generations. Shaped by family traditions and values.
We could also say:
- Depth, knowledge and experience across healthcare globally. Sustainable. Enduring.
Yet never mean:
- Inexhaustible. Indestructible. Unlimited. Infallible. Unable to learn. Overbearing. Taking success for granted.