Verbal Identity guidance for your language

Our mission is to make it as easy as possible for everyone at Bayer to follow our Verbal Identity. Across this section of the Identity Net, you will find resources that can be downloaded and consulted to make it as clear and easy-to-follow as possible.


We work across many different countries and cultures, and what works globally, or in one location, might not contain everything you need for your specific market, language, or customers. That’s why you can also create your Verbal Identity Guide, optimized for your language properties or culture, and based on the overall recommendations.


Here, you’ll find the support you need to create this guidance document – and we also host the finished documents here, so the Bayer employees can download and benefit from them.

Is there a guide for my language already?

The German language-specific guide is already created, and you can view this by using the download link on the right column of this page. Other versions will be offered for download as soon as these are available.


We are still early in the journey of creating guidance for different cultures and languages. To be as inclusive and diverse as possible it’s important that native speakers and linguists from different cultural areas around the globe share their experience and authentic feedback on the most important factors and concerns – and the best way to do that is by creating a recommendation document. 


How to create your own guide

You don’t have to start from scratch! We provide a useful template that can be adopted for your local needs. We have also put together a suggested structure, which you can use as a basis to get started.

Verbal Identity Guides: Overall Structure

1. Introduction: Motivation and background

  • Our Bayer values: How language can support our purpose, vision and personality, with links to find out more 

  • The effect of language: How, as a global company, we need to communicate in a way that includes (and can be easily understood by) as many people as possible

  • Gender diversity: Specifically, in the context of language, gender is usually the area where we pay the most attention to inclusivity


2. How to use gender-appropriate language 

  • Gender-neutral language: What masculine words might be used by default, and whether a gender-neutral word can be used in its place

  • Rephrase & reformulate: How to phrase sentences to avoid gendered language while still sounding natural

  • Language-specific discussion: Every language has a different set of gender markers. Here, you can customize the guide to your language and highlight the relevant points


3. How to correctly address and refer to people 

  • Forms of address: Correct titles to use for different people and situations

  • Pronouns: Encouraging considerate use of pronouns, and adding pronouns to email signatures, social profiles and so on, to give clarity


4. Links to further information  


Your language-specific guide doesn’t need to include absolutely everything about how we talk or write. Many aspects – such as tone of voice, how we style company names and brands, and how numbers are written – are universal, and are covered already in our online resources. But for areas that differ from language to language – such as gender, pronouns, titles, and specific phrases – your guidance and input is extremely valuable


Remember, our Verbal Identity reflects our personable and outward-facing brand. We want to talk and write consistently, to understand and be understood by others, and to make everyone feel welcomed and included. With your help, we can build this inclusion for every country, language, and customer.