Build your Brand by Sharing Science

What does it take for an organization to make a mark? Can science shape how an organization is perceived by stakeholders and consumers? How is sharing of science connected to building trust and brand identity? Read on to know why it all matters.

Build your Brand by Sharing Science: A guide for Organizations and Companies

Brand identity is an important aspect for organizations. Establishing credibility and building trust can be possible only through effective and transparent messaging. One of the impactful ways companies, organizations and non-profits can build brand identity is through conveying the science behind their work to consumers, stakeholders and the public in general. Organizations whose work is steeped in science or science related products must use science communication as an effective tool to engage with the audience. In this newsletter we discuss how organizations can leverage science communication efforts to build trust and create brand identity.

Informing stakeholders: It is essential for organizations and companies to keep the different stakeholders informed by releasing periodic reports or conducting interactive sessions that are transparent and jargon free. For example, the biotech company Novotech is known to have periodic webinars to keep stakeholders informed.

Interacting with the public: The public or the consumers can be kept informed on the science of the products through various story telling approaches. Social media can be a particularly useful tool for engaging diverse audiences. The instagram page of Boehringer Ingelheim, a Pharma company, is a good the example of engaging with the public in an effective way.

Corporate Social Responsibility (CSR): CSR initiatives highlight the company’s goals that fall in the broader category of societal goals. Working with non-profits and other organizations and reporting transparently on these initiatives helps in building brand trust. Glaxosmithkline is known to help communities in alignment with UN Sustainable Development Goals (SDGs) under its CSR initiatives, which communicates the larger vision of the company.

Providing product information: Products with scientific development processes have to be clearly communicated to various stakeholders. Consumers will benefit from clear instructions on product usage and safety and this will in turn build the trust in the brand. A blog by Akadeum Life Sciences is a good example of communicating good manufacturing practices (GMP) in the biotech industry.

Marketing the Science: For technology and science-driven organizations, showcasing the research and innovation angles can be important. Aligning the product with broader societal issues and being endorsed by experts can add value and build trust. Here’s a compilation of some video marketing campaigns in the pharma and biotech sector that speak to a wide audience.

Overcoming crises through communicating science: Whether its a product recall, safety issue or environmental crisis, it helps when an organization lets the public and stakeholders know the steps taken to tackle the issue and keep them regularly updated; every communication rooted in science. There have been several cases of pharmaceutical drug recalls in history, each of which takes a specific route accompanied by prompt communication to the stakeholders.

In summary, transparent and simple messaging of the science of an organization’s operations can benefit stakeholders and the larger audience, leading to an increase in trust and building brand credibility.

In this edition, we highlight the exemplary outreach activities by Karkinos, a healthcare firm for oncology. In the words of Senior Scientist Dr. Bani Jolly, “Building a brand through science goes beyond just communicating knowledge, it's about creating connections and fostering trust within the community. In the fast-evolving world of genomics and healthcare, outreach plays a vital role in discussing new and complex concepts with healthcare professionals and the general public.”

She goes on to stress the importance of consistently engaging with their audience, “With our webinar series, Knowmics, we’re not just talking shop, we’re hosting clinician talks from those who've seen firsthand how genomic evidence can level up patient care. These conversations power Karkinos' mission to deliver personalized, cutting-edge solutions, putting the power of health back in the hands of the people.”

Content Marketing for Biotech Firms If you are looking to up your content marketing game in the biotech space, here is an excellent resource from The New York Times Licensing. Biotech is a field that handles products and services based on complex science. It takes exceptional communication to put across the details of the products for the marketing to be effective.

This article points to 7 ways Biotech companies can engage in content marketing for reaching the right audience in a personalised manner. The article notes the effectiveness of tools such as case studies, white papers and educational content to keep the consumers informed. The article also highlights the benefits of outsourcing content creation to ensure quality while saving time.

There are many forms of communications that can be put forth by organizations and brochures are one of the most compact forms. While taking customers through the essentials of the company products and services, a brochure can also be an effective tool to convey a company’s message of why they do what they do.

This week we highlight our work for Azoth Biotech, a mushroom extract company with a vision. We had the chance to work with them to design the brochure and contribute to the stall design for the Vitafoods conference this year. This was an exciting opportunity for us to create maximum impact with minimal content, speaking mostly through design aspects of the brochure.

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