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. We revised existing copy following the recommendations in this guide, and detailed the changes so you can follow the ideas in your own practice.
Veracyte’s Approach to Diagnostics
1
We used a headline that intrigues, and highlights the Ally’s characteristic collaborative approach
2
We pulled in the ideas of vision and 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
By simplifying the language, especially in the statistics, we created a quicker read
Product Landing Page Addressing Clinicians
1
We put product benefits in the headline to better utilize that real estate, emphasizing that the test offers precise subtype identification so physicians receive answers to their diagnostic questions
2
We directly addressed the clinician audience with “you” and “your" to underscore our personal connection to them as the Ally
3
We pulled in theme 2, our expertise and insights, by describing that physicians receive insights that enable them to take action to guide their patients
4
To aid quicker understanding, we simplified the language
Press Release: Addressing Investor/ General Public
1
By beginning the paragraph with a description of who the test is designed to assess, we kept the patient the focus
2
We reduced the amount of scientific language, while maintaining the standout features of the test
3
We utilized theme 2, our expertise and insights, here; 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, we incorporated the customer benefits of using the diagnostic (“rapidly and thoroughly,” “clear insights,” “timely and effective”)
Veracyte MRD Addressing Lab Directors
1
We described the major benefit of MRD testing in the headline to immediately catch people’s attention
2
We used 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
We defined what MRD stands for, for clarity
4
By ending with a proof point, we demonstrated that we pursue the evidence to support out work
About Us
1
We pulled 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
We positionined Veracyte as a well-rounded brand, rather than a collection of tests, by including mention of our research tools and collaborative partnerships.
3
We ended with a line that speaks to the human purpose behind our work as the Ally: supporting the collective fight against cancer
1
Introducing ourselves as the Ally, we clearly state who we serve
2
We summarized our diagnostics offer and its benefits
3
By including a synopsis of our other services, we created a fuller representation of the brand for a general audience and/or prospective employees
Have Questions?
If you have questions about the guidance given here, please contact brand@veracyte.com.
Last Updated
February 12, 2026