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Our Attributes

What you feel

Because our Brand Attributes define who we are at an emotional level, they need to be reflected in the messages we create. The more often and consistently we allow 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.

Our Brand Attributes are the DNA or ‘personality’ of Roche that distinguish us from other companies. They are:

  • Brave
  • Led by Science
  • Empathetic
  • Open-minded
  • Lasting

Looking past the words

Rather than using our attributes “only” as words, let them guide the images, videos and sounds you choose to accompany your communications. Remember also that everything our vendors create must also be aligned with our Roche Attributes. This is especially true when they represent Roche or produce materials for Roche.

Brave
Concept definition
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 this is...

Embracing risk. Transformational medical innovation. Tackling obstacles. Bold decisions. Meaningful change.

Yet NEVER mean...

Reckless. Foolhardy. Quixotic. Arrogant.

Led by Science
Concept definition
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 this is...

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.

Empathetic
Concept definition
Patient-centred purpose. Genuine interest in people. Care. Respect. Trust. Human. An internal culture based on respect for the individual.

We COULD also say this is...

People-focused culture. Leadership commitments. Quiet compassion. Desire to do the right thing.

Yet NEVER mean...

Pitying. Sentimental in a self-indulgent way. Being everyone's darling.

Open-minded
Concept definition
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 this is...

Openness to new ideas. Working across disciplines. Able to listen.

Yet NEVER mean...

Impartial. Disinterested. Detached. Dispassionate. Arbitrary. Unfocused.

Lasting
Concept definition
120-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 this is...

Depth, experience across healthcare globally. Sustainable. Enduring.

Yet NEVER mean...

Inexhaustible. Indestructible. Unlimited. Infallible. Unable to learn. Overbearing. Taking success for granted.

Tip: It might be helpful for you to have the attributes next to you when you create or review content – to make sure these attributes are reflected in your communications.


Further examples and translations please find here.

Roche Tools

Media Library

Discover a wide range of images and videos about Roche and its products.

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Web2Publish

Download ready-to-go templates and documents for effective online and print design.

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Messaging Warehouse

Receive approved, guidance, messages and materials about Roche's key topics (accessible on the intranet only).

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Genentech Branding

Download brand guidelines, templates and discover the photo gallery.

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Diagnostics BrandBridge

Access the cross-BA Diagnostics marketing resource management solution for digital content management.

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