Brand Tone

Professional and Purpose-Driven. The tone is highly professional, rooted in its scientific and healthcare mission, emphasizing expertise, reliability, and commitment to quality. It is corporate, formal, serious, and centered on its purpose of improving global health, avoiding casual or humorous language.

Brand Values

• •Patient First
• •Innovation
• •Excellence
• •Integrity
• •Customer Dedication
• •People

Best Practices

• •Lead with the Mission: Always connect the product back to Catalent's core mission of improving health. Frame merchandise not just as items, but as symbols of a greater purpose.
• •Use Value-Based Keywords: Integrate core values like "innovation," "excellence," "integrity," and "reliability" into product descriptions and marketing copy to reinforce the corporate identity.
• •Maintain a Professional Voice: Avoid overly casual language, slang, or humor. The tone should be consistently professional, knowledgeable, and respectful, aligning with a leader in the pharmaceutical sector.
• •Focus on Quality and Precision: Emphasize the quality of the merchandise. This mirrors the company's commitment to high standards in its pharmaceutical development and manufacturing processes. Phrases like "precision-engineered," "high-quality materials," and "built to last" are appropriate.
• •Target the Internal and Partner Audience: Write copy that resonates with employees and corporate partners. Foster a sense of pride and belonging by using inclusive language ("our mission," "our team") and acknowledging their role in the company's success.

Social Perception

Professionally respected as an innovative and essential partner in the pharmaceutical supply chain. Employee reviews generally reflect a positive work environment with concerns regarding work-life balance and management in specific departments. The Catalent Store itself has low visibility, with its quality perception linked to its operator, Staples Promotional Products, which generally receives average to good ratings.

Copy Examples

• •Wear your purpose. This premium polo, featuring the Catalent logo, is crafted for comfort and professionalism. It represents our shared commitment to innovation and helping people live better, healthier lives.
• •Ideas that Advance Health. Capture your next innovation in the Catalent professional notebook. A symbol of our dedication to excellence and integrity in every detail.
• •Welcome to the team that puts patients first. This kit is the start of your journey with us as we work together to develop, manufacture, and supply treatments that make a difference. #CatalentProud
• •Reliably Supplied, Wherever You Go. Our insulated travel mug ensures your day starts right. It’s a reflection of the reliability we promise our partners and the patients we serve.
• •A Mark of Excellence. This executive pen embodies the precision and quality at the heart of Catalent's mission. A testament to our trusted partnership in advancing health.