If you’re thinking about rebranding your spa to become a med spa, chances are you’re expanding your service offerings. Maybe you’re adding injectables, advanced skin treatment, or other clinical treatments. But a big shift in services means your brand needs to shift, too.
Medical aesthetics isn’t just a step up; it’s a whole new level. You’ve branched out from beauty to medical-grade treatments, and that requires more trust from your clients. You have to earn that trust, and a strong brand goes a long way toward that goal. Your branding needs to reflect professionalism, clinical quality, and credibility.
That might sound like a big ask. Where do you start the process? With a brand audit.
Step One: Audit Current Brand
Before you dive into a new name or logo, take a close look at your current brand and audience. Expanding your services will probably shift your clientele. Think through their values, needs, and expectations. For example, they might be more focused on results and safety than relaxation and pampering.
Ask yourself:
- Does your branding still scream “spa” when it needs to feel “clinical”?
- Would a new client understand that licensed professionals are providing the treatment?
- Does the overall look and feel of your brand inspire trust?
- Is it elevated, calm, and confident, or still stuck in a casual vibe?
If you haven’t already, it’s a good time to create a simple brand strategy. Check out this brand strategy guide from the American Med Spa Association.
Rebuilding the Brand: What to Consider
Developing a med spa brand touches every area of your business: visuals, tone, and operations. Keep your new target audience in mind as you go.
Brand Name
Keep it short and memorable. Two-or three-syllable words work best, and the name should be aligned with the look and feel you’re going for. Do you want patients to see your med spa as high-end and elegant? Minimalist and calm? Clinically exceptional? Make a list of adjectives that describe your space or ideal client experience. Play around with words in the list for name ideas.
You can also include your city or region in the brand name. It signals credibility and helps with marketing.
Visual Identity
Colors, fonts, and imagery matter. Think about how you want clients to feel when they interact with your brand. Many med spas lean toward clean, calming colors, like blues, soft pastels, and neutrals—but you can go bold if it fits your vibe. Check out this guide to med spa brand colors.
Keep your logo simple, professional, and recognizable even at small sizes.
Your website should match your new visual identity. Make sure that it’s:
- Mobile-friendly (an absolute must)
- Easy to navigate
- Equipped with online booking
- Clear about services, provider credentials, and pricing
- Loaded with high-quality imagery
Be thorough in your visual rebrand. Update your signage, uniforms, business cards, social media profile pictures, and anything else that carries your brand.
Follow the Rules: Branding and Compliance for Med Spas
Now that you’re offering medical services, you’re playing by a new set of rules. This is even true when it comes to how you market yourself. Ensure your name, website, and materials don’t violate medical advertising laws.
Points to keep in mind:
- Be truthful. Don’t exaggerate claims or outcomes.
- Be transparent. Tell your audience who performs which services, and use accurate medical titles.
- Disclose the role of supervising physicians.
- Clearly display prices. No surprises.
- Avoid comparing your med spa to other providers.
- Get written consent to use testimonials.
- Watch out for potential violation of kickback laws—it’s best not to offer any kind of incentive for referrals.
Protect Your Patients: Learn About HIPAA
Before-and-after photos and patient testimonials can be great marketing tools. But in the world of med spas, they’re also protected health information (PHI). That means they’re covered by HIPAA laws.
You must get written patient consent before using imagery or testimonials. You must store patient data, including images, securely. Even casually mentioning on social media that someone is a patient can be a HIPAA violation.
Train your staff on HIPAA rules so everyone’s on the same page when it comes to patient privacy.
Introducing the New Brand to Clients
Your regulars need to know ahead of time about the changes to branding and services. A clear rollout makes them feel included and excited about the change, rather than confused or left behind.
Start by sharing what is changing and why. Are you offering better services? Are you excited to bring on new providers? Do you want to elevate the client experience? Show your existing clients what’s in it for them.
Highlight what’s staying the same. Clients will probably wonder:
- Will my current provider still be there?
- Will my favorite services still be provided?
- Will I still feel like a welcomed regular when I walk in?
Train your team on how to talk about the new offerings. Equip them with FAQs and simple talking points. They’re the ones who interact face-to-face with your clients, after all.
Plan to roll out your rebrand in stages. For example, you might tease the changes on social media, then send an email series, then put up “coming soon” signage inside your space, along with an update on your website.
Consider making a list of local press, beauty editors, or wellness influencers to help spread the word.
Marketing for Your Med Spa Era
With your shiny new brand in place, it’s time to get it in front of the right people. Here are some tried-and-true ideas:
- Use targeted paid ads (Google, Instagram, Facebook).
- Partner up with local influencers, estheticians, or wellness providers.
- Ask happy clients to review and refer you.
- Build an email list and share updates, offers, or educational content.
Just remember: your messaging should follow the rules for medical advertising. Honesty, clarity, and professionalism are top priorities.
More Than a Logo
Rebranding to a med spa isn’t just a visual update. It’s a shift in how you operate, who you serve, and how others see your business. It’s a big move, and a strategic one. You’re leveling up your services and credibility, not to mention your growth potential. Done right, this kind of rebrand can transform your business.
Need Help Organizing Your Med Spa Rebrand?
Try writing out a to-do list based on the sections in this article—brand identity, compliance, communication, and marketing. At Phorest, we love bringing the industry together to exchange ideas and inspiration. Tune into our podcast, PhorestFM, on Apple Podcasts or Spotify for conversations with leading voices in beauty and business.
Looking for a Software Partner Who Can Support Your Evolution?
At Phorest, we like to say “our people are your people.” Many of our team members come directly from the professional beauty and aesthetics industries, so they understand the challenges and opportunities you face every day. From our software engineers to our customer support specialists, everyone is dedicated to building the right tools for your business—and making sure you get the very best out of them.
When you join Phorest, you’re paired with a dedicated Success Manager, your personal guide to help you make the most of your investment. Ready to see what Phorest can do for your med spa?
