Client
RealSelf

Deliverables
Voice/copy brand guidelines

Overview
As the go-to source for researching cosmetic treatments and providers, RealSelf already had an established and powerful consumer brand. Still, things needed touching up when it came to communicating consistently and effectively with plastic surgeons. Thanks to official B2B brand guidelines, RealSelf can now look — and sound — their beautiful and authentic selves.

Challenges

Jury-rigging B2C guidelines on an ad hoc basis to suit B2B use, despite minimal overlap of audiences

Maintaining brand consistency with various internal and external teams working on content

Leveling up quality of work from creators with limited writing experience and competency

Solutions

Formalizing brand guidelines that are purpose-built for B2B segments, based on their specific contexts

Defining the value, and tactics, of ensuring brand consistency, regardless of role

Providing real-world examples and actionable tips that creators of any background can reference and use