Instagram Aesthetic Standards for Med Spa Clients: The Agency Brand Guide Template

Med spa clients are selling aspiration, luxury, and clinical confidence simultaneously. Their physical space communicates this immediately — the lighting, the materials, the staff presentation. Their Instagram needs to communicate the same thing or the disconnect between online presence and in-person experience creates a trust gap that costs them bookings.

An agency managing med spa accounts without a completed brand guide is posting blind. The brand guide is completed before a single post is created. Here's the template.

Section 1: Visual Identity. Brand color palette with HEX values. Typography (primary headline font, secondary body font). Logo usage guidelines — which version on social, minimum clear space, approved backgrounds.

Section 2: Photography Standards. Lighting direction (soft, diffused — not harsh fluorescent). Color treatment (most med spas: warm-neutral palette — creamy whites, soft beiges). What to always include: clean uncluttered backgrounds, consistent styling. What to never include: before-and-after photos without medical director approval, patient photos without signed release, cluttered treatment room backgrounds.

Section 3: Content Standards. Approved service mentions — list every service and confirm which are cleared for social promotion. Claims restrictions: "results may vary" required on any result-showing post, no absolute outcome claims ("eliminate wrinkles," "permanent results"). Testimonial policy: signed written consent required before sharing any patient quote.

Section 4: Voice and Tone. Three to five adjectives describing brand voice (luxurious but approachable, clinically confident but not cold). Two to three sample captions in the correct voice. Two to three explicit off-brand examples.

Each med spa client in ForaPost's agency dashboard is configured with this brand guide — colors, voice parameters, content restrictions — so the AI Manager creates within established standards from day one.

Post before you have the brand guide and every post is a risk. Finish the guide first. See how ForaPost works for agencies →

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