Brand language comprises the distinct characteristics that define how a brand communicates with its audience. It ensures consistency in tone, language, and personality across all touchpoints.
People first – always
Our brand speaks with genuine care and empathy. We always put people at the center – their needs, their personalities, their everyday lives. That means using a warm, supportive tone that is clear and respectful. We avoid technical jargon or detached language and aim to be as approachable as we are professional. Every message should reflect our sincere intention to help and connect - no matter if we communicate internally or externally.
Nature with purpose
We talk about nature not as a vague idea, but as a meaningful source of healing and health – one that we understand, respect and use responsibly. Our language reflects a deep appreciation for the natural world, always backed by knowledge and evidence. We do not romanticize; we inspire trust by showing how nature and purpose go hand in hand. Sustainability and responsibility are not optional – they shape the way we communicate.
Solutions you can trust
The principles of science are the foundation of our work, and our tone reflects that. We communicate with clarity, precision and credibility – always grounded in fact, never exaggerated. We want people to feel safe, informed and empowered, so we explain complex topics in an accessible, honest way. Our voice is confident, but never boastful – because trust is earned through transparency and consistency.
A culture you can feel
As a global company with strong values and deep roots, we speak with authenticity and integrity. Our tone is open, sincere and down-to-earth. We believe in lasting relationships, not quick wins. Our communication reflects this mindset: we share our values, traditions and long-term perspective with consistency. The warmth of our culture is something people should feel in every interaction with our brand, across all touchpoints.
COMMUNICATING RESPONSIBLY IN A REGULATED ENVIRONMENT
As a pharmaceutical company, we operate in a highly regulated environment – whether it's pharmaceutical advertising laws, compliance requirements, or legal restrictions around sustainability claims and other sensitive topics.
Rather than listing everything that is prohibited, we encourage you to communicate with awareness and responsibility.
If you're unsure whether a message is appropriate, especially in areas like health claims, environmental statements, or cultural sensitivities, consult with the relevant expert teams (e.g. Medical Affairs, Regulatory, Legal, Sustainability).
Next to considering the four principles above, you always need to balance scientific language (because this fits the standards of our products) with an emotional tone. Avoid technical and descriptive language as well as too emotional and exaggerated wordings. We'll show you some examples below.
Examples
Example “Schwabe Group introduction”
Don’t: too technical
The Schwabe Group comprises several different affiliated companies in the pharmaceutical and health industry. All of the companies within the Group focus on plants as the basis for developing pharmaceuticals and health products. The original company of the Schwabe Group, which is now Dr. Willmar Schwabe GmbH & Co. KG, is one of the oldest pharmaceutical manufacturers in Europe and has a company history dating back over 150 years.
Do: emotional but grounded
Welcome to the Schwabe Group – where a commitment to natural health is at the heart of everything we do. Our Group is made up of several companies in the pharmaceutical and health industries, all dedicated to harnessing the power of plants to develop high-quality pharmaceuticals and health products.
With a heritage that spans over 150 years, the original company of the Schwabe Group, now known as Dr. Willmar Schwabe GmbH & Co. KG, stands as one of Europe’s oldest pharmaceutical manufacturers. We blend tradition with innovation, trusting in our experience and expertise to create natural solutions that support people across generations.
Don’t: too emotional
Welcome to the Schwabe Group – where the essence of nature and the passion for health converge in every product we create. For over 150 years, our companies have been united by a singular mission: to bring the timeless power of plants into the lives of people seeking natural wellness.
At the heart of our legacy is Dr. Willmar Schwabe GmbH & Co. KG, one of Europe’s most storied pharmaceutical companies. Here, history meets innovation, and tradition intertwines with cutting-edge science to deliver natural health solutions that have supported and inspired generations. We believe in the profound strength of nature – and we’re honored to share it with the world.
Example “Our goal”
Don’t: too emotional
Our vision is a world where the healing spirit of nature meets the brilliance of science to transform lives. With every plant-based medicine we create, we open doors to new possibilities, empowering doctors and pharmacists to bring hope and vitality to their patients. We believe that nature holds profound wisdom, and when guided by science, it becomes a powerful force for good – a source of life, strength, and renewal. At Schwabe, we’re driven by a deep passion for health, and we’re honored to be part of each patient’s journey toward a brighter, healthier tomorrow.