Brand Tone

Professional and Expert, Innovative, Reliable and Trustworthy, Supportive and Collaborative, Approachable and Engaging (on some platforms)

Brand Values

• •Innovation: Continuously developing and commercializing novel biophysical technologies to advance cell research and drug discovery.
• •Quality and Reliability: Manufacturing high-quality instruments that provide reproducible and accurate real-time results.
• •Customer Focus and Support: Prioritizing customer research needs, offering strong support, and fostering a collaborative community.
• •Scientific Integrity: Being 'academic minded' and ensuring their technology genuinely aids scientific investigation.
• •Contribution to Science: Providing tools that enable significant research in areas like cancer, endothelial barrier function, and in vitro toxicity testing.
• •Environmental Responsibility: A stated dedication to minimizing environmental impact and promoting sustainable practices.

Best Practices

• •Prioritize Clarity and Precision: Given the scientific nature of the products, all copy should be clear, accurate, and use terminology appropriate for the target audience (researchers, scientists). Avoid jargon where simpler terms suffice, but don't oversimplify complex concepts.
• •Highlight Innovation and Benefits: Consistently emphasize how Applied Biophysics' technology is advanced and how it directly benefits the researcher (e.g., saves time, provides unique data, enables new discoveries).
• •Maintain a Professional Voice: While approachability is good (e.g., comics), the core communication should always be professional, reflecting the expertise and seriousness of the scientific field.
• •Be Data-Centric (Show, Don't Just Tell): Whenever possible, support claims with evidence – link to publications, case studies, or data that demonstrates the effectiveness and reliability of ECIS™ technology.
• •Foster a Sense of Community and Support: Use language that conveys partnership and a commitment to helping researchers succeed. Emphasize accessibility to support and expertise.

Social Perception

Applied Biophysics is perceived as a reputable provider of specialized, high-tech scientific instruments. The ECIS technology is recognized as an innovative method for real-time cell analysis. The consistent sharing of peer-reviewed publications using their technology reinforces their credibility and relevance in the research community. Their long history (founded in 1991) and the Nobel Laureate co-founder contribute to a perception of expertise and established presence. They are seen as a specialized manufacturing firm in the biotech sector, focused on a niche market of cell-based research tools. Grant awards from institutions like the NIH suggest a recognized potential for their technology to make significant contributions to biomedical research. As a B2B company serving a specific scientific niche, direct perception by the general public is likely limited. However, their work contributes to broader advancements in medicine and drug discovery, which indirectly benefits society. Their environmental impact statement also presents a socially responsible image.

Copy Examples

• •Headline: Real-Time Cell Analysis, Real-World Discoveries. Body: Applied Biophysics' ECIS™ technology empowers researchers with continuous, label-free monitoring of cellular behavior. Uncover deeper insights, faster. Explore the future of cell science. Call to Action: Learn more about ECIS™.
• •Headline: Beyond the Microscope: Quantify Cellular Dynamics with ECIS™. Body: Tired of endpoint assays? ECIS™ offers a dynamic view of cell proliferation, barrier function, and migration in real-time. Get reliable, reproducible data to accelerate your research. Call to Action: Request a Demo.
• •Headline: Innovation for Your Lab, Support for Your Research. Body: At Applied Biophysics, we don't just build instruments; we build partnerships. Our expert team is dedicated to helping you achieve breakthrough results with our cutting-edge ECIS™ technology. Call to Action: Discover Our Support.
• •Headline: Advancing Drug Discovery, One Cell at a Time. Body: From in vitro toxicity to cancer cell invasiveness, Applied Biophysics' ECIS™ systems provide critical data for pharmaceutical development. Trust our proven technology to inform your next discovery. Call to Action: See ECIS™ Applications.
• •Headline (More engaging for social media): Your Cells Have Stories. ECIS™ Helps You Listen. Body: What are your cells *really* doing? Our Electric Cell-substrate Impedance Sensing technology provides a non-invasive window into real-time cellular activity. #ECISTech #CellBiology #ResearchInnovation Call to Action: Watch How ECIS Works! (Link to YouTube video)