Rebranding a Beauty Clinic: Clarifying Brand DNA to Create a Ripple of Confidence
A rebranding project for TARARIN AESTHETIC CORPORATION to elevate the brand image and communicate its Brand DNA with clarity—from brand strategy and communication tone to the website experience design—so customers can recognize the value and decide to book services more easily.
Brand Identity Development
Rebranding Tararin to Communicate Confidence and Natural Beauty
Tararin (TARARIN AESTHETIC CORPORATION) is a beauty clinic that wanted to strengthen its brand communication to be more “clear—memorable—confident.” The brand operates in a highly competitive market with many customer choices, and purchase decisions are often driven by “credibility + a sense of safety.”
This project therefore focused on defining the Brand DNA and translating it into a Visual Identity and Experience customers can truly feel—from the first impression to reading service details and deciding to contact/book.
What Tararin Needed from the Rebrand
Make the brand look professional and trustworthy at first sight
Communicate a clear positioning: what the brand excels in and who it is for
Systematize communication so it can be used for future content and marketing
Website: Tararin — https://tararinclinic.com/
Problem: The Brand Needed to Communicate Its DNA Clearly
Core Issue: Unclear Brand DNA Makes It Hard for Customers to Decide
Before starting the rebrand, we identified key pain points affecting confidence and booking decisions, including:
Inconsistent Brand Communication
Messaging tone, visuals, and design were not aligned, making it difficult for customers to form a clear impression of what Tararin is known for and how it differs from other clinics.
Customers Didn’t Understand the Brand’s True Value
Service information existed, but it wasn’t organized to answer customers’ main questions, such as:
Why choose here?
What are the team’s strengths/standards/philosophy?
What results can be expected and how safe is it?
The Website/Communication Pages Didn’t Lead to Action
When the brand isn’t clear, customers tend to “read and move on” rather than “read and want to message/book,” causing marketing opportunities to slip away.
*Old logo
*Old website page
Website: Tararin https://tararinclinic.com/
Approach: Define Brand DNA and Convert It Into a Practical Brand System
We planned Tararin’s rebrand around three core pillars to ensure the results could be used long-term:
Clarify Brand DNA (Core + Positioning)
Define what the brand stands for and how it wants people to feel:
Brand values
Brand personality
Tone of voice
A clear target audience and the pain points the brand solves
Build a New Identity That Reflects Credibility
Design an overall system that makes the clinic look “more premium for a reason”—not just visually attractive, but clearly communicative:
New logo design
Clean, confident, modern mood & tone
Design the Website/Service Pages to Drive Bookings
Restructure content to be easy to understand, emphasizing confidence and safety:
Page structure that supports SEO
Easy-to-understand service icons/symbols
Brand Direction & Message Framework (Define Brand DNA Clearly)
Brand Direction & Message Framework (Define Brand DNA Clearly)
We started by structuring the core of the Tararin brand so every channel communicates in the same direction and customers immediately understand what the brand is best known for.
What we did in this step:
Define Brand DNA / positioning (who the brand is, who it’s for, what makes it different)
Summarize key messages / value propositions usable for both the website and content
Design the overall tone: colors, fonts, components
Convert into a Message Framework for the team to use: message structure, key sentences, primary CTAs
Outcome:
A clear communication core so marketing, sales, and front-desk staff speak the same language
Website Experience & SEO Structure (Structure the Site to Lead to Booking)
We applied the Message Framework to create a website experience that is “easy to read—builds trust—enables decisions,” with an SEO-ready structure.
What we did in this step:
Design an SEO page structure using H1/H2/H3 based on key topics
Place keywords according to search intent (e.g., clinic rebrand, beauty clinic, credibility, etc.)
Organize key sections: highlights/standards/reviews/FAQ/steps/CTA
Design clear UX: “see and understand—read and feel confident—contact immediately”
Outcome:
The website became a tool to explain the brand + close sales, and supports future SEO content growth
Project GTMM (Go-to-Market Motion): A Marketing → Sales → Real Usage Loop
To make the new brand “work in real life,” we designed a GTMM loop from pre-campaign to post-service usage to close the gap between Marketing → Sales → Customer Experience.
(A) Pre-Campaign: Market Promotions Scan + Better Offer Design (2–3 days)
Scan competitor promotions in the area (market scan)
Compare strengths/differences (benchmark)
Design Tararin’s offer/promotion to be compelling and crystal-clear (offer design)
(B) Sales Enablement: Make Selling Easier (2 days)
Create a Sales Winning Script (phrases/questions/objection handling)
Produce artwork/creatives aligned with the offer
Run sales training so the team can use the script confidently
(C) Demand → Lead → Close: Move Leads to Closing
Launch campaigns → generate leads
Evaluate lead quality (e.g., MQL → SQL)
Hand off to sales and close
Tracking KPIs (include in the portfolio to look professional and strengthen business SEO terms):
Lead Count, LER (Engagement), MQL, SQL, WIN rate
CAC/CLV, ARPC/ARPP, Average Revenue per Customer
(D) Onboard → Active/Live → Retention: Drive Repeat Usage
Build an onboarding journey so customers can start using services successfully
Track Active/Live and reduce onboarding churn
Measure satisfaction and collect feedback to improve services
Customer-side KPIs:
CHS, NPS, Retention/Churn, Support Volume, Active/Live
Customer Segment Map (RFM) to Retain and Expand Services
After gaining customers, we used RFM segmentation to plan “carestimulatewin back” strategies for each group.
Example segments (as shown):
VIP Clients: special care/privileges/continuity programs
Loyal Clients: membership programs/ongoing service recommendations
Potential Stars: encourage repeat visits with tailored offers
At Risk Clients: prevent churn with comeback promos/new services
Lost Clients: win-back campaigns + segment-specific offers
Revenue expansion KPIs:
Expansion/Contraction, RR (Renewal Rate), CR (Churn Rate), Expansion MRR, AR/ARR/LTV
Result
Overview: Tararin Rebrand + A GTMM Framework the Whole Team Can Use
After the project, Tararin gained both a brand system and an end-to-end working framework connecting marketing → sales → customer care → retention and service expansion. This made brand communication clearer, aligned across teams, and ready to scale immediately into SEO-driven campaigns, content, and website updates.
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