BenchSci – Brand Voice Strategy and Guides
The Challenge
BenchSci is a technology company that accelerates biomedical research by using artificial intelligence. BenchSci supports scientists in their life-saving research, directly affecting medical breakthroughs and impacting patients' lives. They needed to discover their voice as a company, tell their story externally and reinforce their mission internally with employees.
The Solution
I facilitated a brainstorming session with key stakeholders to identify our tone of voice, how we communicate with our customers, our audience and our employees. I drew insights from the working session to identify critical sentiments supporting the story of how Benchsci partners with scientists in their life-saving research. The outcome was 4 pillars to guide the tone with an impact statement to bring it all together. Writing examples in the brand guidelines demonstrate the emotional benefit of medical breakthroughs.
I facilitated a brainstorming session with key stakeholders to identify our tone of voice, how we communicate with our customers, our audience and our employees. I drew insights from the working session to identify critical sentiments supporting the story of how Benchsci partners with scientists in their life-saving research. The outcome was 4 pillars to guide the tone with an impact statement to bring it all together. Writing examples in the brand guidelines demonstrate the emotional benefit of medical breakthroughs.
Brand Voice Strategy
The voice and tone we communicate align with our brand personality, shape our customers' experience with our brand and influence public opinion of our company. The four pillars are Forward-thinking, Purpose-driven, Compassionate, and Inspired.
The voice and tone we communicate align with our brand personality, shape our customers' experience with our brand and influence public opinion of our company. The four pillars are Forward-thinking, Purpose-driven, Compassionate, and Inspired.
Brand Voice Guidelines
The brand voice will drive the tone of our internal and external communications in a thoughtful and consistent manner across all marketing communications. The guide includes examples of messaging using our tone of voice pillars, along with writing style guides for consistency across all communication.
