How I Rebranded My Optometry Practice (and How You Can Too)

Creating or rebranding your optometry practice isn’t just about a new name or logo. It’s about clarity, consistency, and connection, for both your patients and your eye care team.

When I rebranded my practice from Northlake Eye to Reflect Vision Care, it was more than a facelift. It was a strategic move to align our identity, values, and growth trajectory with who we’ve become as a team and what we stand for in our community.

Whether you’re launching a brand for the first time or considering a full rebrand, this roadmap will walk you through the process, from strategy and compliance to communication and rollout.

Why Rebrand an Optometry Practice?

Practices evolve. Maybe you’ve outgrown your original name or location. Perhaps your branding no longer represents your mission or audience. Or maybe, like me, your original name was tied to a region that no longer reflects your footprint.

When I launched Northlake Eye, our first location was inside Northlake Mall in Charlotte, North Carolina. Over time, that mall declined and the practice grew. We expanded to multiple locations across Asheville and Charlotte. The name no longer fit who we were or where we were going.

At the same time, I’d launched my podcast, Ryan Reflects, to educate, inspire, and share lessons with other optometrists. The synergy between “Reflect” and my broader personal mission was undeniable. So, the idea for Reflect Vision Care was born, a brand that connects our clinical care, our culture, and our calling.

Step 1: Define Your Brand Strategy and Identity

Every strong brand starts with strategy. Before designing a logo or updating your website, clarify your mission, core values, tone, and audience.

For Reflect Vision Care, I worked with Joe McNeill of Wayform Studio, an expert at translating stories into cohesive visual identities. Together, we explored brand archetypes, color palettes, and messaging that aligned with our future, not our past.

Here’s what this step looks like:

• Identify your core purpose: Why does your practice exist?

• Define your voice: How should your brand sound...friendly, refined, empowering?

• Create a vision board: Gather colors, fonts, and imagery that capture your vibe.

• Explore multiple logo and name options and get team and family feedback.

• Check for domain and social handle availability.

• Run a trademark search to ensure your name is clear.

Pro tip: Use AI tools to brainstorm practice names, then narrow down based on availability and resonance.

Step 2: Handle Legal and Administrative Details

This is where creativity meets compliance. In most states, you’ll need to register a fictitious name (DBA) if you’re changing or creating a practice name. I worked with my attorney to ensure that every registration, from the state board to insurance providers, was properly updated.

Key administrative updates include:

• Register your new DBA or PLLC name with your state.

• Notify your state board, insurance panels, and merchant services.

• Update your banking, EHR system, and business licenses.

• Revise internal documents (HIPAA, privacy policies, consent forms, etc.).

• Review FTC and PCI compliance requirements for new branding.

Legal accuracy builds trust. Take the time to do this right.

Step 3: Align and Empower Your Team

Before sharing the news publicly, communicate the vision internally. We held all-staff meetings to walk through the rebrand, explain the “why,” and show how it elevates our patient experience.

We ordered new uniforms and branded gear, from scrubs and fleeces to hats and zips, because wearing the brand creates pride and unity. We also updated:

• Internal communication tools (like Slack)

• Email addresses and signatures

• Phone scripts and patient greetings

• In-office signage and decor

Internal alignment creates external confidence. When your team believes in the brand, patients will too.

Step 4: Update Your Digital Footprint

Your online presence is your digital front door. It must reflect your new identity seamlessly.

Here’s what we tackled:

• Redesigned the website with new visuals and SEO-friendly content.

• Set up redirects from northlakeeye.com to reflectvisioncare.com.

• Updated all social media handles.

• Revised Google Business, Apple Maps, Bing, and directory listings.

• Created new branded graphics for social media.

• Sent a launch email to our patient base explaining the change.

We waited about a week after our “soft launch” to send the announcement email. That gave us time to fix small issues like outdated links, forms, and online scheduling redirects.

Step 5: Choose the Right Timing

Timing can make or break a smooth transition. Avoid peak seasons like back-to-school or end-of-year insurance rushes. For us, the fall of 2025 was ideal, a calmer time to implement changes and train the team.

We did most of the heavy lifting after clinic hours, finalizing web updates, social profiles, and digital connections. That launch night was long, but it paid off.

Step 6: Communicate Clearly and Consistently

When the rebrand went live, we focused on patient clarity:

• “Northlake Eye is now Reflect Vision Care” messaging appeared on the website.

• Staff were trained to respond confidently: “Yes, it’s the same great team, same records, and same care, just a new name and refreshed vision.”

• Social media posts and community outreach reinforced the brand story.

Confusion is the enemy of trust. Clear, consistent communication builds confidence across every touchpoint.

Step 7: Audit, Adjust, and Celebrate

Even with the best preparation, small details will slip through. Expect to find an old logo on a form or a forgotten email address. Fix them as you go.

We’re now auditing everything from printed materials to online listings and using analytics to measure engagement and traffic growth under the new brand.

And yes, celebrate the milestone with your team. You’ve earned it.

Lessons Learned

Rebranding takes time, energy, and intention. From start to finish, our journey took about nine months. The process required patience, planning, and teamwork, but it was worth it.

If you’re an optometrist considering a rebrand or launching your first practice, here’s what I’d emphasize:

• Do it with purpose. Don’t change for change’s sake, align it with your mission.

• Prioritize internal alignment before external marketing.

• Lean on professionals for legal and design guidance.

• Expect imperfections. Adjust and refine over time.

• Enjoy the process. This is your opportunity to redefine how your community sees you.

Reflecting Forward

Our rebrand from Northlake Eye to Reflect Vision Care marked the start of a new chapter, one that connects our purpose, people, and patients under a unified vision.

Visit reflectvisioncare.com or follow us on social media @reflectvisioncare to see our new look and ongoing journey.

And remember: internal consistency creates external confidence. Lead with clarity, and your brand will reflect your vision.