The Sigma-Aldrich® Brand

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introduction

Welcome to the Sigma-Aldrich® portfolio brand pages. Here you can find guidance on delivering every aspect of the Sigma-Aldrich® brand.
Every brand is made up of a mixture of elements, ranging from the abstract (e.g. personality, essence, tone of voice and conceptual expression) to the functional (e.g. logo, colors, branding elements). These elements all play a vital role in building brands that create trust and loyalty with our customers.

Our customers are seeking different ways of seeing their world or even just ways to do things better. They need freedom and support to achieve, as well as powerful products and equipment to make advances in their fields. We're constantly developing the chemicals, reagents, useful methods of delivery and in-depth knowledge to make this happen.

We continually strive to connect scientists with the tools and knowledge they need to continue their journey.

Our Customers’ world

In order to build a successful brand, we first need to understand who we need to convince and excite. The Sigma-Aldrich® portfolio is vital to scientific research, diagnostics and production. While a local procurement department typically identifies a number of key suppliers to choose from, research scientists and lab managers ultimately select a product.

So why do they choose the Sigma-Aldrich® brand? 
Our customers are seeking different ways of seeing their world or even just ways to do things better. They need freedom and support to achieve, as well as powerful products and equipment to make advances in their fields. We’re constantly developing the chemicals, reagents, useful methods of delivery and in-depth knowledge to make this happen. We continually strive to connect scientists with the tools and knowledge they need to continue their journey.

Research Scientist (a. k. a. The Constantly Curious)
Meet Michaela. When she is in the lab, she’s looking to solve problems and advance her research with as few distractions as possible.

  • A postdoc in France
  • Frequently collaborates and publishes jointly with colleagues around the world
  • Supplies from global collaborators are vital, limited and precious
  • An active member of several high-tech and scientific forums
  • Always looking for insights, new products and solutions to ensure consistency of analysis and make her work better, quicker and simpler

Michaela is innovative, open to new ideas and interested in the latest developments in her industry. She needs a vendor who is there to support her if and when she needs it.

What does the Sigma-Aldrich® brand bring to her world?

The committed enabler.

Procurement Administrator (a. k. a. The Balancer)
Meet Denise. Her first priority is the needs of the scientists and their work, but she must balance this with their budgets.

  • Ensures that scientists receive the right products on time and within budget
  • Works with about 25 scientists and processes around 20 orders a day
  • Tracks available products in the stockroom and lab, and ensures they are received

The risk of a failed experiment transfers to her. She wants to be sure that they can continue to be successful.

What does the Sigma-Aldrich® brand bring to her world?


The trusted provider.

Our Positioning statement

For uncompromising customers in research, diagnostics and production

The Sigma-Aldrich® brand is the trusted customer champion that brings critical lab and production materials and best-in-class services, to support scientific advancement that offers accessible ingenuity because:

  • Our evolving product portfolio paired with strong technical support enables cutting-edge research;
  • Our broad portfolio of reliable and consistent products is easy-to-access, easy-to-use and always delivered on time, for cost-effective, efficient and accurate work;
  • Our global experience, expertise and leading collaborations, allow us to provide answers for the scientific needs of today and tomorrow.

The Sigma-Aldrich® brand essence is accessible ingenuity.

our Elevator Sell

We connect ingenuity with accessibility.

Consistently explaining who we are and what we stand for helps to build understanding with all audiences. Our elevator sell is one tool we can use to do this. You can edit the language depending on the context, but keep the idea the same.


“We understand that in research, diagnostics and production, access to lab materials and answers, is critical to progress and success. That’s why we offer the Sigma-Aldrich® portfolio, a strong and always expanding portfolio of lab and production materials. Our products are designed to be simple and efficient to help keep our customers’ important work moving forward. And through our technical support and our scientific partnerships, we help connect our customers to a whole world of progress. And because we share our customers’ quest for scientific advancement, we dedicate ourselves to supporting them at every step.”

Or if you need a shorter version:

“The Sigma-Aldrich® portfolio offers a strong and ever-expanding offering of lab and production materials. Through our technical support and scientific partnerships, we help connect our customers with a whole world of progress.”

our personality

Everything we convey is about making ingenuity acessible.

The personality of the Sigma-Aldrich® brand is that of a devoted enabler. This means that we are a trusted customer champion; a brand that our customers can always depend on to provide critical lab and production materials and best-in-class services to support their work. That means speaking in a tone of voice that is:

  • Inspiring and enabling
    Championing our customers’ work and achievements wherever possible.
  • Confident and committed
    Emphasizing how our capabilities can facilitate our customers’ journey.
  • Trustworthy and open
    Speaking without jargon and demonstrating knowledge of customers’ needs and challenges.

How do we ensure we speak consistently?

See corporate tone of voice.

KEY MESSAGES

Everything we say makes ingenuity accessible

Our key messages for the Sigma-Aldrich® brand offer are divided into three key clusters based on the brand’s attributes and our understanding of customer needs: ‘science-advancing customer dedication’, ‘frictionless experience’ and ‘trusted reliable global player’.

Resources

Using Company Brand Assets

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Then go to our Additional Information section and find general information for creating deliverables for outside U.S. and Canada there.

  • DESIGN BASICS

    Our brand is our most important asset. With our unique and vibrant brand design, we differentiate ourselves positively from our competition.

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  • LIFE SCIENCE

    With a portfolio of six brands, our mission is to solve the toughest problems in life science by collaborating with the global scientific community.

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  • MULTIPLE BRANDS

    Life Science print and online executions involving products and services from more than one portfolio brand.

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