Brand Tone

Professional & Authoritative, Caring & Empathetic, Approachable & Engaging (Social Media), Educational

Brand Values

• •Expertise & Science
• •Efficacy & Results
• •Patient-Centered Care & Personalization
• •Quality & Trust
• •Empowerment & Confidence
• •Community

Best Practices

• •Develop Comprehensive Brand Voice Guidelines: Document the core characteristics of your brand voice (e.g., professional yet empathetic, informative but not overly technical, empowering and approachable). Include do's and don'ts, and examples of how the tone adapts (or stays consistent) across different platforms (website, social media, email).
• •Prioritize Clarity and Empathy: While showcasing expertise, ensure the language is understandable to the average consumer. Always approach concerns with empathy, acknowledging the emotional impact of skin issues and positioning the brand as a supportive partner.
• •Balance Science with Lifestyle: Effectively communicate the scientific backing of products and services, but also connect with the audience on an emotional and lifestyle level. Show how healthy skin contributes to overall well-being and confidence.
• •Maintain Authenticity Across Platforms: While the level of formality might shift (e.g., more casual on TikTok), the core values and personality of the brand should remain consistent. Authenticity builds trust.
• •Regularly Audit and Refine: Periodically review all marketing copy across channels to ensure it aligns with the defined brand tone and values. Gather feedback and be open to evolving the tone as the brand grows, while staying true to its core identity.

Social Perception

Trusted Skincare Authority, Effective & High Quality, Modern & Approachable (especially on TikTok), Customer-Focused

Copy Examples

• •Reveal your skin's true story, beautifully. Our Advanced Scar Gel, formulated with dermatologist-recommended ingredients, works gently yet effectively to reduce the appearance of scars. Embrace the journey to smoother, more confident skin. #Cortinaderm #ScarSolution #ConfidentSkin #DermatologistRecommended
• •Unveil a Brighter You. Tired of stubborn dark spots? Our clinically proven Dark Spot Remover targets discoloration to restore your skin's natural radiance. Trust the science, love the results. Learn more and shop now. [Link]
• •At Cortinaderm, we believe healthy skin is the foundation of confidence. Led by expert dermatologists, we combine science and personalized care to help you achieve your best skin ever. What are your skin goals? Share with us! #CortinadermCare #SkincareExperts #HealthySkinJourney #EmpowerYourSkin
• •Exclusive Care, Exceptional Results. Become a Cortina Club member and elevate your skincare experience. Enjoy quarterly complimentary treatments, 15% off all products and services, and expert insights from our board-certified dermatologists. Invest in your skin, you deserve it. Join the Club today! [Link]
• •Busy schedule? Your skin still deserves the best! ✨ Our gentle yet effective [Product Name] fits right into your routine. Healthy skin = happy you! 😉 #Cortinaderm #SkincareOnTheGo #EasySkincare #FeelGoodSkin #NashvilleDerm