Empowering Change: How Our Brand Fuels Our Mission

A brand is a hugely valuable asset – and it is about more than promoting yourself. Through the unity, trust and resilience it enables, the Bayer brand keeps us focused on what really matters: our mission for ‘Health for all, Hunger for none’.

Check out the interactive story of the Bayer brand, and learn how we can all help strengthen it. 

We have established that brands can make a lot of things happen – but what about Bayer’s brand, specifically? What is it doing for us, and how can we support it?

The answer is that our brand is more significant for us than ever, because of how closely it is linked to our mission: Health for All, Hunger for None.

The Bayer mission acts as the ‘north star’ for everything we do. It’s bold, visionary and transformative. And the best thing about it is that it relates to everyone. Just as the topics we engage with are a key part of everybody’s lives, everybody at Bayer is making a valuable contribution to them.

It’s the same with our brand. No matter where in the organization we work, we are all brand ambassadors. Our holistic brand model means all our communications and interactions are a chance to reinforce our brand. And, by extension, to power our mission too.

Our brand and mission support each other in three principal ways: through unity, trust and resilience.

Unity: One Bayer, one brand

To understand why our brand is key to our mission, we start with the fact that the Bayer brand is the same everywhere: across all our divisions and product families, in different regions across the world.

There’s a reason for that. Although we all have different job roles, workplaces, knowledge and personalities – we are all connected. We don’t see ourselves as a disparate set of business units, but as a strong community, all working towards our fundamental goals to give people the nutrition and health they deserve.

Our brand – and its constituent parts, including our mission and personality – are a reminder of that. They signal to stakeholders that everything, and everyone, at Bayer, has a shared ambition to make a world-changing impact.

Trust: Delivering on our promises

Brands and reputations aren’t built easily. Bayer’s has a 160-year legacy, and the Bayer Cross has existed for 125 years.
As a result, our brand today is an effective communicator of our long-standing experience and expertise. It highlights that, in a fast-changing market, we are a trusted partner.

Our actions every day can retain and build on that trust. When we launch new innovative solutions that make a difference to people’s lives, or when we communicate personally and engagingly, we’re repaying the trust others place in us.

The results show how well we’re delivering. According to our brand metrics, we are 8.7% more trusted than our competitors, and on average 67% of stakeholders respond more positively to a product if they know it is from Bayer.

Bayer Brand Uplift 2024:

Resilience: Taking us from yesterday to tomorrow

Naturally, we like to talk about successes. But what we do isn’t always easy. In the past, we’ve had setbacks and difficult times too.

The Bayer brand has always been there to withstand challenges and help us bounce back. Our global reputation has helped ensure our longevity. More than that, it puts us in a good position for tomorrow, too: with a brand that stands for competence and likeability, we’re more likely to preserve our market-leading position, whatever happens. 

With strength and stability on our side, we can focus fully on our mission and our real-world impacts.

All together: our brand is more important than ever 

We know that the Bayer brand is recognized and likeable. It boosts our reputation with key stakeholders and makes them more likely to engage positively with our company and our products. 

But it didn’t get that way by accident. It’s the result of the knowledge, competence, personality and dedication of everyone at Bayer. Through your positive actions and interactions with people, you have driven our brand’s global recognition.

Now, our focus on our mission is a chance to drive that recognition and impact even further. Health for All, Hunger for None: there aren’t many better reasons to come to work!