The Wellness Brand Rebrand Checklist:
47 Things to Do Before You Go Live

Rebranding is rarely just about a new logo. In the wellness space, it’s an emotional shift. Clients often feel a disconnect when a brand refresh feels too new or too cold, stripping away the trust they’ve built over years.

The most successful rebrands—those that retain client loyalty while attracting a fresh audience—share a common trait: they are grounded in deep alignment. They don't just change visuals; they clarify the feeling a client has when they encounter your brand.

• 1. Define the 'Why': Articulate the specific problem your rebrand is solving. Is it visual fatigue, a move into new markets, or a shift in company values?
• 2. Audit the Current Brand: Gather all existing assets. Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) of your current public perception.
• 3. Stakeholder Interviews: Sit down with your internal team (founders, customer support, sales) and 3-5 external clients to understand how they currently perceive the brand.
• 4. Competitor Analysis: Review the digital presence of 5 top competitors in your niche. Note what they do well and where they miss the mark emotionally.
• 5. Create the Brand Brief: Document your target audience, brand voice, and non-negotiable values. This serves as the blueprint for all design decisions.

• 6. Primary Logo Variations: Horizontal lockup, stacked lockup, and icon-only versions.
• 7. Secondary Logo: A simplified version suitable for small applications like favicons or app icons.
• 8. Logo on Dark Background: Ensure the logo works on the site's primary background color (#1a1410).
• 9. Logo on Light Background: Versions for print collateral or white space sections.
• 10. Color Palette Export: Save all hex codes, RGB values, and CMYK values for print. Verify contrast ratios against white and dark text.
• 11. Typography System: Define the hierarchy: Headline font, sub-headline font, body font, and any display fonts for special occasions.
• 12. Font File Delivery: Ensure all font files (WOFF2, OTF, TTF) are provided for web and print use.
• 13. Photography Moodboard: Curate a collection of images that match the new brand aesthetic (lighting, composition, subjects).
• 14. Stock vs. Custom: Decide which images are stock (purchased rights) and which require a custom photoshoot.
• 15. Brand Guidelines Document: Create the PDF manual (40+ pages recommended) explaining usage, spacing, and do's/don'ts.

• 16. Website Audit: Check all pages for broken links, outdated copy, and old imagery.
• 17. Domain Email Forwarding: Set up `hello@` and `support@` emails to forward to the new team inbox.
• 18. Google Business Profile: Update the logo, hours, and description. Request verification if you've moved locations.
• 19. Social Media Bios: Update Instagram, TikTok, LinkedIn, and Pinterest bios with the new logo and tagline: "Digital presence, thoughtfully crafted."
• 20. Profile Headers: Replace banner images on LinkedIn and Twitter/X with the new brand header.
• 21. Website Launch Checklist: Test mobile responsiveness, checkout flows, and form submissions.
• 22. Email Signature: Update signatures across the entire organization in Gmail, Outlook, and Apple Mail.
• 23. Newsletter Templates: Redesign the monthly newsletter layout to match the new brand voice.
• 24. Meta Business Suite: Verify pixel installation and ad account settings are pointing to the new domain.

• 25. Packaging Design: If you sell products, ensure the new look is consistent with the brand guidelines.
• 26. Business Cards: Order a batch of 500 cards. Ensure the paper stock feels premium (e.g., 300gsm cotton or matte).
• 27. Letterhead & Envelopes: Design matching stationery for client proposals and formal correspondence.
• 28. Invoice & Receipt Templates: Ensure these look professional and branded, not generic.
• 29. Storefront Signage: If you have a physical location, order the new fascia, window decals, and door signage.
• 30. Merchandise: Rebrand t-shirts, tote bags, or any branded swag.
• 31. Folder & Presentation Materials: Update client presentation decks and proposal folders.

• 32. "New Look" Announcement Email: Draft a warm, welcoming email to your existing client list. Avoid corporate jargon.
• 33. Client FAQ Document: Prepare answers to questions like "Why did you change?" or "Is this the same service?" to share with stakeholders.
• 34. Press Release: Write and distribute a press release to industry publications like 'Wellness Weekly' or 'Mindful Magazine'.
• 35. Website "About" Page: Rewrite the company story to reflect the new chapter of the brand.
• 36. Social Media Launch Post: Schedule a carousel post or video on Instagram and TikTok explaining the change.

• 37. Google Analytics 4: Check for traffic drops or spikes in the first 48 hours.
• 38. Core Web Vitals: Ensure site speed has not been negatively impacted by new assets.
• 39. Social Sentiment: Monitor comments and DMs for immediate client reactions.
• 40. Broken Link Check: Run a final crawl to ensure no 404 errors slipped through.
• 41. Form Submissions: Ensure all contact forms are routing emails correctly.
• 42. Mobile View Test: Walk through the site on a physical phone to catch any styling issues.
• 43. Internal Team Handover: Schedule a meeting to review what went well and what needs adjusting for the next project.