GUIDELINES
Our Voice
We are always real with our community. We share our expertise in an authentic, memorable, engaging way that builds trust.
The Tenets of The RealReal Voice
REAL
We’re authentic, transparent, and conversational.
CLEVER
We use humor to connect with our community but we are smart, not glib or snarky.
RELEVANT
We show we’re relevant by tapping into the zeitgeist and utilizing current language and references when appropriate. We are fluent in the worlds we are working through.
RELATABLE
We take complex concepts like authentication and sustainability and make them not just understandable but also engaging.
CONFIDENT
We know our stuff—from authentication to fashion—and speak as experts on the topics. We aren’t afraid to be bold in our stance.
STYLISH
We’re elevated and in the know. Our vision of luxury is accessible, inclusive, and fun.
DIRECT
There’s intention to everything we say. We don’t talk just for the sake of hearing ourselves.
SUBSTANTIVE
There’s intention to everything we say. We don’t talk just for the sake of hearing ourselves.
MEMORABLE
There’s a lot of stuff out there! We aim to cut through the noise and write words that make people stop, think, and remember TRR.
We strive for all copy to be direct, smart, and memorable, and flex our voice to meet the channel we are writing for. Sometimes a more fun, playful tone is appropriate, and other times a more clear, direct voice works best.
In certain communications, we need to be more commercial: getting a message with an obvious call to action across without a lot of flourishes. In others, there’s room to be more inspirational: playing with words, using them to create a vibe, speaking to our members as individuals, and appealing to their sense of humor or passion.