GoHighLevel rebranding, step by step, is really an inventory problem: the platform carries branding on more surfaces than most agencies realize—the dashboard, the login page, system emails, URLs, the mobile app, even error pages—and a rebrand is only as strong as its most-forgotten surface. This checklist walks every surface in the order that avoids rework, whether you're rebranding a fresh account or renaming an agency that already has live clients.
Before you start: prepare the brand kit
Every rebranding step below consumes assets, so produce them once, upfront: your logo in horizontal and square formats (PNG with transparency), a favicon, your color palette as exact hex values, your chosen fonts, the platform name you're using (which may differ from your agency name), and a support email address on your domain.
If you're rebranding an existing agency with live clients, add one more preparation step: announce the change before it happens. A client who logs in to an unrecognizable platform files a support ticket—or worse, assumes something's wrong. A one-line email the week before ('your dashboard is getting our new look') turns confusion into a product-improvement moment.
Phase 1: identity and settings (the foundation)
Start in Agency Settings, because everything downstream inherits from here:
- Update the agency name, logo, and support contact in Agency Settings → Company—this replaces GoHighLevel identity in menus, titles, and system messages.
- Set your accent color and login branding in the appearance options, and upload your favicon.
- Update your Terms of Service and Privacy Policy links to your own documents on your own domain.
- Rename any internal references: snapshot names, workflow names, and email templates that mention the old brand or 'GHL'.
- Check sub-account defaults so newly created accounts inherit the new identity automatically.
Phase 2: domains and URLs
Branding means nothing if clients log in at a gohighlevel.com URL. The domain layer comes second because email and login branding depend on it:
- Connect your white-label dashboard domain (app.yourbrand.com) via CNAME and verify SSL issues correctly.
- Update funnel and website domains for any pages running on legacy or GHL-branded URLs, with redirects from the old addresses.
- Configure dedicated email sending domains with SPF, DKIM, and DMARC—system and campaign emails must send from your domain, not a shared one.
- Update calendar and booking links to the new domain anywhere they're published—websites, email signatures, existing automations.
- If renaming an existing brand: keep the old dashboard domain live and redirecting for at least a month, and update every saved bookmark you control.
Phase 3: the visual layer
With identity and domains set, make the interface itself carry the brand. Native settings cover the accents; a custom CSS theme layer covers the rest—sidebar, typography, buttons, cards, and the login page as a designed entry point rather than a recolored form. I've written a full theme builder tutorial covering this layer in detail, and it's the step where a rebrand goes from 'renamed' to 'looks like our own product'.
If you use the branded mobile app, this is also when to refresh it: new icon, splash screen, store listing name, and screenshots, resubmitted through the app stores. App review takes days to weeks, so start it in parallel with the CSS work rather than after.
Phase 4: the leaks most rebrands miss
Every partial rebrand I audit leaks in the same places. Check each of these explicitly:
- System notification emails: password resets and alerts may still show the old name or default branding—trigger each one and read it.
- PDF exports and invoices: generated documents often carry stale logos and names.
- The 404 and error pages on your funnels and dashboard domain.
- Automation message templates: SMS and email templates written pre-rebrand, still signing off with the old name.
- Third-party surfaces: payment descriptors in Stripe, calendar invite senders, and phone caller IDs—update the ones you control, and know which you can't.
- Your own team's habits: saved replies, proposal templates, and Loom walkthroughs that still say 'GoHighLevel' to clients.
The final QA: rebrand as a client, not an admin
Finish by running the entire client journey in a test sub-account with fresh eyes: receive the welcome email, log in on the dashboard domain, click through every major screen, book an appointment, receive the confirmation, export a PDF, trigger a password reset. Read everything, looking only for brand leaks. Fix what you find, then have someone who isn't you repeat it—familiarity is the enemy of QA.
A complete rebrand done in this order takes a few focused days for a fresh account, longer with a mobile app resubmission in the mix. If you'd rather hand the whole checklist to someone who runs it weekly—including the CSS theme layer and the leaks most agencies never find—that's exactly what my white label setup and agency setup services cover.
Frequently asked questions
Can I rebrand GoHighLevel if clients are already using it?
Yes—announce it first, run the change in phases (identity, domains, visuals), keep old URLs redirecting, and QA as a client before and after. Clients experience it as a product refresh, not a disruption.
How long does a full GoHighLevel rebrand take?
A fresh account: a few focused days plus DNS propagation. With a custom theme and mobile app resubmission: one to three weeks, with app store review as the longest single wait.
What's the most commonly missed rebranding step?
System emails and message templates. Agencies rebrand every visual surface and then send clients a password-reset email—or an SMS from an old automation—still carrying the previous name.