WHAT TO EXPECT FROM A MED SPA BRAND + MARKETING STRATEGY ENGAGEMENT
You've decided your med spa needs strategic foundation. You know that competing on Groupon deals isn't sustainable, that looking like every other med spa in Orange County or Scottsdale isn't working, and that you need clear positioning plus a strategic marketing plan to attract the premium clients you're designed to serve.
You're ready to invest in brand and marketing strategy. But what actually happens during this engagement? What will you need to provide? How long does it take? And most importantly—what will you have at the end that helps you grow your business?
Many agencies lump "brand strategy" and "marketing strategy" together, creating confusion about what you're actually getting. At Kōvly Studio, we separate these intentionally because they serve different purposes—and both are essential for wellness brands that refuse to blend in.
Understanding what to expect from a comprehensive strategy engagement helps you prepare appropriately, participate effectively, and maximize the value of your investment. Here's the complete process from discovery through implementation.
Understanding Brand Strategy vs. Marketing Strategy
Before diving into the process, it's important to understand what each type of strategy delivers.
BRAND STRATEGY: WHO YOU ARE
Brand strategy defines your fundamental identity and positioning in the market.
Brand Strategy Answers:
Who are we and what do we stand for?
How are we different from competitors in ways that matter?
What personality characteristics define our brand?
How should we communicate (voice, tone, language)?
What should our brand look and feel like visually?
What core messages communicate our positioning?
Brand Strategy Deliverables:
Brand fundamentals (purpose, reputation, differentiators)
Brand essence (feeling clients should have when interacting with you)
Brand personality (archetype, characteristics, what you are/aren't)
Brand voice and thesaurus (approved language and communication style)
Visual identity direction (colors, typography, imagery, season)
Core messaging framework
What It Provides: The strategic foundation that makes all marketing more effective. Without it, you're making tactical decisions without strategic direction.
MARKETING STRATEGY: HOW YOU REACH CLIENTS
Marketing strategy determines how you'll attract, convert, and retain your ideal clients based on your brand positioning.
Marketing Strategy Answers:
What are our specific business goals and metrics?
Who exactly is our ideal client (detailed personas)?
How do clients move from awareness to loyal advocates?
Which marketing channels should we prioritize and why?
What campaigns should we run and when?
How do we measure success and allocate budget?
Marketing Strategy Deliverables:
Business objectives and quantifiable goals
Competitive landscape analysis
Detailed target market and client personas
Marketing funnel strategy (awareness through retention)
Channel recommendations with rationale
Campaign planning framework
Budget allocation and measurement approach
What It Provides: The roadmap for executing your brand positioning in the market. It translates brand foundation into actionable marketing plans.
WHY YOU NEED BOTH
Brand strategy without marketing strategy = Beautiful positioning with no plan to reach clients
Marketing strategy without brand strategy = Tactical execution with no clear differentiation
Most successful wellness brands invest in both, starting with brand foundation then building marketing strategy on top of it.
Phase 1: Brand Strategy Foundation (Weeks 1-2)
Every strong engagement begins with deep discovery and brand strategy development.
DISCOVERY AND RESEARCH
What Happens: Comprehensive exploration of your business, market, and vision through structured conversations and research.
Initial Discovery Session (90 minutes):
Your Business and Vision:
Why you started your med spa and what drives you
Your long-term vision (3-5 years out)
Your unique treatment philosophy or approach
What success looks like for your business
What you're most proud of in your practice
Current Situation:
Services offered and most profitable treatments
Current client base and who you serve best
Pricing structure and market positioning
Team size, structure, and capabilities
Geographic market and competition
Ideal Client Definition:
Who are your best, most profitable clients?
What characteristics do they share?
What motivates their treatment decisions?
What do they value beyond just results?
Where else do they spend money?
Competitive Landscape:
Who do you lose business to and why?
How do competitors position themselves?
What gaps exist in your market?
What makes you genuinely different?
What You'll Need to Provide:
Current marketing materials (website, brochures, social)
Financial overview (revenue, treatment mix)
Client testimonials and feedback
Competitor list for analysis
Team structure details
Competitive and Market Research:
What the Agency Does:
Audit of 8-10 key competitors in your market
Analysis of their positioning and messaging
Assessment of market positioning opportunities
Industry trends affecting medical aesthetics
Target audience research and insights
BRAND STRATEGY DEVELOPMENT
What Happens: The agency synthesizes all research into your strategic brand foundation.
Brand Fundamentals:
Core Purpose: Why your med spa exists beyond making money—the fundamental reason you serve clients.
Reputation: How you want to be known in the market—your distinct approach and expertise.
Key Differentiators: What makes you meaningfully different from competitors in ways ideal clients care about. Typically 2-3 core differentiators that work together.
Example for Premium Med Spa:
Holistic luxury experience (not clinical feel)
Provider-first philosophy (empowered practitioners deliver better care)
Transparent, client-driven care (no hidden costs or pressure)
Brand Essence:
What It Is: 10-12 keywords that capture the fundamental feeling clients should have when interacting with your brand at any touchpoint.
Example Keywords: Elevated, intentional, transformative, warm, aspirational, confident, grounded, sophisticated, expert, cohesive
How It's Used: These drive all creative decisions—design, photography, communication, experience design.
Brand Personality Development:
Personality Archetype: Based on psychological frameworks (like Sally Hogshead's Fascination Advantage), your brand is assigned a primary personality archetype.
Example - Prestige Archetype:
Manifesto: "Born to be admired. We're respected for quality, sophistication, and achievement."
Defining Pillars: Increase perceived value, set new standards, develop emblems, limit availability
Key Descriptors: Ambitious, results-oriented, respected, aspirational, elite
What We Are: Dedicated to excellence, focused on outcomes, raising the bar
What We're NOT: Hesitating to form opinions, hiding from exposure, content with status quo
Brand Voice and Messaging:
Voice Characteristics: How your brand communicates:
Tone (confident, warm, educational, direct)
Communication style (supportive yet expert, approachable yet sophisticated)
Language level (professional but accessible, not overly clinical)
Brand Thesaurus: Specific words approved for use that portray your personality:
Use: Elevate, cultivate, transform, premier, sophisticated, intentional
Avoid: Cheap, basic, quick-fix, generic wellness clichés
Primary and Secondary Messaging:
Primary Message: Core brand promise always present (like a tagline or positioning statement)
Secondary Messages: Supporting messages for specific contexts (services, about, providers)
Visual Identity Strategic Direction:
Brand Season: Using Fiona Humberstone's seasonal framework, your brand is assigned a season based on personality, which guides all visual decisions.
Example - Winter Season for Premium Med Spa:
Characteristics: Ambitious, intelligent, grounded, decisive, premium
Color Direction: Cool, strong, intense, clear colors
Typography: Clean, minimal fonts with opulent accents for luxury
Shapes/Textures: Geometric shapes, strong clean patterns
Photography: Crisp, defined, no hazy filtering
Color Palette Strategy:
Primary colors (2-3) with psychological rationale
Secondary/tertiary accent colors
Hierarchy of usage (60/30/10 rule typically)
Specific color codes (Pantone, CMYK, RGB, HEX)
Typography Direction:
Header typeface (conveys brand personality)
Body typeface (ensures readability)
Accent typeface if applicable (adds luxury or uniqueness)
Specific usage hierarchy and rules
Photography and Image Direction:
Mood and emotional feeling
Lighting approach (bright and airy vs. moody and dramatic)
Composition style (negative space, framing, angles)
Styling direction (wardrobe, props, settings)
Subject matter (lifestyle vs. clinical, people vs. product)
BRAND STRATEGY PRESENTATION AND REFINEMENT
What Happens: Comprehensive presentation of complete brand strategy for your review and feedback.
Presentation Format: Typically 60-90 minute presentation (virtual or in-person) walking through:
Research insights and key findings
Brand fundamentals and differentiators
Brand essence and how it informs decisions
Personality archetype with rationale
Voice, messaging framework, and thesaurus
Visual identity strategic direction with examples
How all elements work together
Your Role:
Evaluate authenticity to your vision
Provide feedback on positioning and personality
Discuss any concerns or questions
Ensure team alignment on strategic direction
Identify what resonates and what needs refinement
Refinement Process: 1-2 rounds of adjustments based on feedback, typically taking 3-5 days to finalize.
Phase 2: Marketing Strategy Development (Weeks 3-4)
With brand foundation complete, marketing strategy builds on that positioning to create your growth roadmap.
BUSINESS GOALS AND OBJECTIVES
What Happens: Define specific, measurable business goals that marketing will support.
Business Objectives (Qualitative): High-level aspirations for the business.
Example Med Spa Objectives:
Establish market leadership in luxury medical aesthetics
Build sustainable practice based on quality over volume
Destigmatize aesthetic treatments through education
Create exceptional client and provider experience
Business Goals (Quantitative): Specific, measurable targets with timelines.
Example Goal Framework:
GoalMetricTimelineSoft launch therapy servicesWebsite live + booking enabledMonth 1Provider team scale6 therapists onboardedMonth 3Client acquisition50 active clients/monthMonth 6Revenue target$50K monthly revenueMonth 9Email list growth500 subscribersMonth 6
Marketing Objectives Mapped to Funnel: Clear objectives for each stage of the client journey:
Awareness: Make target market aware of your med spa
Attraction: Attract ideal clients specifically
Engagement: Get prospects to interact with brand
Acquisition: Convert prospects to booked clients
Retention: Build long-term client relationships
COMPETITIVE ANALYSIS AND MARKET POSITIONING
What Happens: Deep analysis of competitive landscape to identify opportunities.
Direct Competition Analysis: Detailed review of 6-10 direct competitors including:
Services offered and positioning
Pricing and packaging approach
Marketing presence and messaging
Visual brand presentation
Strengths and weaknesses
Key Observations Documented:
What competitors are doing well
Gaps in market positioning
Oversaturated positioning to avoid
Opportunities for differentiation
Your Positioning: Clear articulation of how your brand differentiators position you uniquely in the competitive landscape.
TARGET MARKET AND PERSONAS
What Happens: Transform general ideal client understanding into detailed, actionable target market definition. This includes both demographics (e.g. geography, age range, income, employment type, hobbies, life stage, etc.) and psychographics (e.g. values, decision making factors, etc.).
Detailed Client Personas: 2-3 narrative personas that humanize data:
Example Persona - "Intentional Isabel"
Isabel Chen, 34, Marketing Director, Del Mar
Successful career but feels unfulfilled
Previous therapy was clinical and disconnected
Practices yoga, sees nutritionist, prioritizes wellness
Wants integrated approach, values transparency
Annual wellness spend $8K+
Discovers you on Instagram, books during lunch
What matters: Transparency, integration, autonomy, quality, feeling understood
Each persona includes photo, demographic details, narrative story, pain points, motivations, and what matters most in decision-making.
CHANNEL SELECTION AND PRIORITIZATION
What Happens: The agency develops an integrated marketing channel recommendation that identifies which specific channels will drive your business goals most effectively.
How Channels Are Evaluated:
Rather than recommending every possible marketing channel, the agency strategically evaluates options based on multiple factors specific to your med spa. Each channel is assessed for its ROI potential given your business model, alignment with your brand positioning, and fit with how your target market actually makes decisions. The agency also considers implementation complexity, timeline to results, and whether the channel can scale as your practice grows.
For example, Instagram might be prioritized because your affluent, wellness-focused target market spends significant time there and the visual platform aligns perfectly with your luxury brand positioning. Meanwhile, TikTok might be deprioritized despite being popular, because it doesn't match your sophisticated brand personality or attract your demographic.
The Integrated Channel Mix:
The agency builds a cohesive channel strategy where each platform serves a specific purpose in your marketing funnel. Your website always serves as the foundation—it's where prospects learn about you, understand your positioning, and ultimately book consultations. Every other channel drives traffic to this hub.
Search engine optimization (SEO) and Google Business Profile optimization become critical for local discovery, ensuring you appear when prospects search "med spa in Orange County" or "luxury wellness Scottsdale." The agency implements both technical SEO and content-focused optimization to build organic visibility over time.
For client acquisition, the strategy typically includes targeted digital advertising on Meta (Facebook and Instagram) and Google Search. Meta ads allow sophisticated targeting to reach your exact demographic and psychographic profile—affluent women 28-55 interested in wellness, beauty, and luxury services. Google Search ads capture high-intent prospects actively searching for services you offer. The agency develops specific ad campaigns with clear objectives, whether building awareness, driving consultation bookings, or retargeting website visitors.
Email marketing becomes your retention and nurture engine. The agency designs automated drip campaigns for new subscribers, consultation follow-ups, and service launch announcements, plus regular campaigns to maintain engagement with your community. Email consistently delivers the highest ROI of any marketing channel—often $38 return for every $1 invested—making it essential for sustainable growth.
Instagram serves as your primary social platform for building community and showcasing your brand. The agency provides specific guidance on posting frequency (typically 3-4 posts per week plus daily Stories), content themes aligned with your brand pillars, and engagement strategies that feel authentic to your luxury positioning. LinkedIn may be included specifically for provider recruitment, positioning your practice as an exceptional place to work.
The agency also identifies strategic partnership opportunities—boutique fitness studios, luxury spas, executive coaches, women's professional organizations—that can generate high-quality referrals without paid advertising costs.
Channel Prioritization and Phasing:
Often, not every channel needs to launch simultaneously. The agency may recommend a phased approach based on what will deliver results fastest while building sustainable foundation.
Anticipated ROI and Performance:
For each recommended channel, the agency provides realistic performance expectations based on industry benchmarks and your specific market. For instance, Meta advertising in the medical aesthetics space typically sees cost-per-click around $1.50-$3.00, with consultation booking costs ranging from $30-$80 depending on market competition. When a consultation converts to a client worth $3,000+ lifetime value, this represents strong ROI.
Email marketing benchmarks show medical spa industries achieving 35-40% open rates and 2-3% click rates when content is valuable and brand-aligned. Blog content optimized for SEO typically takes 3-6 months to rank but then drives consistent organic traffic at near-zero ongoing cost.
The agency sets clear key performance indicators (KPIs) for each channel—not vanity metrics like impressions or followers, but business-impact metrics like consultation requests, booking conversion rates, client lifetime value, and cost per quality client acquired. This allows you to track true ROI and optimize budget allocation based on what actually drives business growth.
Resource Requirements:
The channel recommendations include realistic assessment of what each platform requires to execute well. Some channels demand significant time investment (daily Instagram Stories, weekly blog posts) while others are more passive once set up (SEO, email automation). The agency helps you understand whether you can manage certain channels in-house or if you'll need ongoing agency support or contractor help.
The Integrated Advantage:
The power of this approach isn't any single channel—it's how they work together. A prospect might discover you through Instagram, visit your website to learn more, read several blog posts, sign up for your email list, see retargeting ads, and finally book a consultation. Each touchpoint reinforces your brand positioning and builds trust. The strategy ensures consistent messaging, visual identity, and experience across every channel, creating a cohesive brand presence that establishes credibility and attracts ideal clients.
BUDGET AND MEASUREMENT FRAMEWORK
What Happens: Establish realistic budget allocation and success measurement approach.
Marketing Budget Framework:
Industry Guidelines:
New businesses (1-5 years): 12-20% of gross revenue
Established businesses (5+ years): 6-12% of gross revenue
Budget Allocation by Channel: Recommended percentage split across priority channels with rationale.
Example Allocation:
Website: 25% (foundation investment)
SEO: 15% (long-term organic growth)
Meta Ads: 20% (client acquisition)
Email Marketing: 10% (retention and nurture)
Content Creation: 15% (blog, photography, video)
Social Media Organic: 10% (community building)
Strategic Partnerships: 5% (events, sponsorships)
Key Performance Indicators:
Not vanity metrics—business impact metrics:
Consultation requests (quality over quantity)
Consultation-to-client conversion rate
Client lifetime value
Retention and repeat booking rates
Cost per quality client acquired
Referral generation per client
Email list growth and engagement
Website conversion rate
Measurement Approach:
What to track and how
Reporting cadence and format
Benchmarks by channel
Optimization process
MARKETING STRATEGY PRESENTATION
What Happens: Comprehensive presentation of complete marketing strategy aligned with brand foundation.
Presentation Includes:
Business objectives and quantifiable goals
Competitive landscape analysis and your positioning
Detailed target market and client personas
Marketing funnel strategy and client journey
Channel recommendations with rationale and priority
Campaign concepts and content framework
Budget allocation and measurement approach
Implementation roadmap
Your Role:
Evaluate strategic fit with business goals
Provide feedback on priorities and phasing
Discuss budget and resource realities
Confirm channel approach
Ensure alignment before moving to documentation
Refinement: Adjustments based on feedback, typically 3-5 days to finalize.
Phase 3: Documentation, Planning, and HandofF
WHAT YOU RECEIVE:
1. Brand Strategy Guide (20-40 pages)
Complete documentation of brand foundation including:
Brand Fundamentals Section:
Who we are (reputation, core purpose, differentiators)
Brand essence with keyword list
How fundamentals inform all decisions
Brand Personality Section:
Personality archetype and manifesto
Defining pillars
What brand IS and IS NOT
Key descriptors and characteristics
Brand Voice Section:
Brand thesaurus (approved and avoided words)
Primary and secondary messaging
Voice characteristics and tone guidance
Communication examples
Brand Identity Section:
Brand season with rationale
Color palette with complete specifications and hierarchy
Typography with usage rules and hierarchy
Image direction and photography guidelines
Design examples and applications
Usage guidelines and standards
2. Strategic Marketing Plan (20-30 pages)
Complete marketing strategy roadmap including:
Business Foundation:
Vision and mission
Services overview
Business objectives (qualitative)
Business goals table with metrics and timelines
Market Analysis:
Competitive landscape analysis
Direct competitor table with details
Key observations and opportunities
Your competitive positioning
Target Market:
Demographics table with complete details
Psychographics table
Detailed client personas (2-3)
Target market insights
Strategic Framework:
Marketing funnel objectives (awareness → retention)
Primary messaging goals
Tone and communication approach
Calls to action examples
Marketing budget framework
3. Channel Recommendations (15-20 pages)
Tactical implementation guide including:
Channel Overview:
Complete channel mix table
Implementation priority by phase
Team roles and responsibilities
For Each Priority Channel:
Detailed channel description
Supporting demographics
Strategic approach and rationale
Posting frequency or activity level
Content themes and examples
Success metrics and benchmarks
Industry benchmarks for comparison
Implementation Roadmap:
Phase 1 (Months 1-3): Foundation channels
Phase 2 (Months 4-6): Growth channels
Phase 3 (Months 7-12): Scale and optimize
IMPLEMENTATION ROADMAP DEVELOPMENT
What Happens: Translate strategy into actionable 90-day plan.
Phased Implementation Plan:
Quick Wins (Example):
Website launch with brand positioning
Google Business Profile optimization
Social media profiles updated with brand
Email platform setup
Team training on brand voice
Core marketing materials designed
Foundation Building (Example):
SEO optimization implementation
Blog publishing begins (2-3 posts/month)
Email drip campaigns launched
Social media content calendar execution
First marketing campaigns launch
Performance tracking setup
Growth Initiatives (Example):
Paid advertising campaigns (Meta, Google)
Strategic partnership development
Advanced email nurture sequences
Content marketing expansion
Campaign optimization based on data
Refinement and scaling
Budget Guidance:
Typical First-Year Investment Ranges:
Website design/development: $15,000-$40,000
Professional photography/video: $3,000-$8,000
Marketing materials: $2,000-$5,000
Monthly marketing execution: $1,500-$8,000/month
Paid advertising budget: $2,000-$20,000/month
Priority Allocation Recommendations: Guidance on what to invest in first for maximum impact based on your specific goals and budget constraints.
TEAM TRAINING AND IMPLEMENTATION
What Happens: Comprehensive training to ensure your team can execute strategy effectively, whether you're implementing everything in-house, partnering with the agency for ongoing support, or a hybrid approach.
Training Session (60 minutes):
Brand Strategy Deep Dive:
Why this positioning was chosen
How personality shows up in daily work
Brand voice in all client interactions
Using brand guidelines correctly
Marketing Strategy Application:
Understanding business goals and how marketing supports them
Priority channels and rationale
Campaign concepts and timing
Content themes and approach
Using the Documentation:
How to reference brand guidelines for decisions
When to use different messaging
Channel-specific best practices
Maintaining consistency across touchpoints
Living the Brand:
How brand shows up in client experience
Team behaviors that reinforce positioning
Decision-making framework using brand strategy
Common questions and scenarios
Implementation Ownership Discussion:
What Happens: Strategic conversation about which marketing functions you'll manage in-house versus partnering with the agency for ongoing execution.
Common Hybrid Models:
Many med spas choose a hybrid approach based on team capacity, expertise, and preference. A typical model might include:
Agency-Managed (Technical Expertise):
Digital advertising (Meta and Google ads)
SEO optimization and technical implementation
Email marketing strategy, design, and automation
Website updates and optimization
Analytics tracking and reporting
Blog writing and SEO optimization
In-House Management (Brand Expression):
Instagram and social media content creation and posting
Daily Stories and community engagement
Client communication and service
Review responses and reputation management
Strategic partnerships and networking
In-person events and community building
Why This Works: Social media benefits from authentic, real-time brand expression that in-house teams can deliver more naturally. You know your clients, understand daily operations, and can share behind-the-scenes moments authentically. Meanwhile, technical channels like paid advertising, SEO, and email automation require specialized expertise, ongoing optimization, and platform knowledge that agencies maintain as core competencies.
Collaborative Partnership:
Even for in-house channels, the agency provides strategic guidance, content direction, and quality oversight. For example, while you post daily Instagram Stories, the agency provides monthly content themes, reviews performance analytics, and recommends optimization strategies. You maintain the authentic voice and community connection while benefiting from strategic expertise.
For agency-managed channels, you maintain approval and input. Ad campaigns are designed collaboratively, email campaigns reflect your voice and priorities, and you have visibility into all performance metrics through shared dashboards and regular reporting.
Flexible Partnership Models:
Full DIY Implementation: You receive complete strategy documentation and execute everything in-house. The agency remains available for questions and can provide periodic strategy reviews (monthly or quarterly) to ensure you're on track.
Selective Channel Support: The agency manages specific channels where you lack expertise or capacity (typically ads, SEO, email) while you handle others in-house (social media, partnerships, events). This is the most common model for med spas.
Full-Service Partnership: The agency handles all marketing execution across every channel, providing you with performance reporting and strategic recommendations. You focus on running your practice while the agency manages your entire marketing program.
The Decision Framework:
Consider these factors when deciding implementation ownership:
In-House Makes Sense When:
Your team has capacity and interest
The channel requires daily authentic engagement (social media)
Content benefits from immediate, real-time posting
You want direct client community connection
Budget is constrained and you can invest time instead
Agency Partnership Makes Sense When:
Channel requires specialized technical expertise (ads, SEO)
Platform algorithms and best practices change frequently
Optimization requires ongoing testing and analysis
Time investment would pull focus from client care
ROI justifies professional management investment
Ongoing Support:
Regardless of implementation model, the agency provides:
Monthly or quarterly strategy review sessions
Performance analysis and optimization recommendations
Access for questions as they arise
Updates when market conditions or platform changes require strategy adjustments
Collaborative planning for campaigns and initiatives
The goal is sustainable execution that delivers results without overwhelming your team or compromising the quality of client care that defines your practice.
What Makes a Strategy Engagement Successful
YOUR ROLE IN SUCCESS
Be Transparent and Honest: Strategy only works when built on truth about your business, challenges, goals, and constraints. Share openly about what's working and what's not.
Commit Time for Discovery: Block dedicated time for discovery sessions, stakeholder interviews, and provide requested information promptly. Your participation directly impacts strategy quality.
Include Key Stakeholders: Everyone who affects brand experience should participate in appropriate stages—from owner to front desk to lead providers.
Provide Thoughtful Feedback: Evaluate strategy based on business goals and ideal client fit—not just personal preference. Push back if something doesn't feel right, but be specific about why.
Trust the Strategic Process: Strategic thinking takes time. Resist the urge to rush to tactics. The foundation work is what makes everything else effective.
Implement the Strategy: The most beautiful strategy document is worthless if it sits on a shelf. Commit to implementation and bringing strategy to life consistently.
RED FLAGS DURING ENGAGEMENT
Agency Not Asking Enough Questions: Strong strategy requires deep discovery. If the agency isn't curious, probing, and asking difficult questions, they're not doing thorough work.
Generic Positioning: If your positioning, personality, or messaging could apply to any med spa, it's not strategic enough. Push for more specific differentiation.
Skipping Research Phase: Jumping to strategy without competitive analysis, market research, and stakeholder input is guessing, not strategic thinking.
No Clear Separation: Brand and marketing strategy should be clearly distinguished and connected, not blurred together without explanation of what's what.
Missing Implementation Guidance: Strategy without clear implementation direction, priorities, and next steps is incomplete. You should know exactly what to do next.
No Measurement Framework: If there's no clear way to measure success or know if strategy is working, you can't optimize or demonstrate ROI.
Investment and Timeline Summary
TYPICAL INVESTMENT RANGE
Brand + Marketing Strategy Engagement: $7,500-15,000 for comprehensive strategy including:
Complete brand strategy foundation
Comprehensive strategic marketing plan
Detailed channel recommendations
Full documentation (65-100 total pages)
Team training and handoff
Implementation roadmap
Investment Varies Based On:
Market complexity and competitive intensity
Depth of research required
Number of stakeholder interviews needed
Scope of visual identity strategic direction
Number of client personas developed
Agency experience and market location
TIMELINE
Complete Strategy Engagement: 4-6 weeks from kickoff to final delivery:
Weeks 1-2: Brand strategy (discovery, development, refinement)
Weeks 3-4: Marketing strategy (business goals, target market, channels, campaigns)
Weeks 5-6: Documentation, implementation planning, team training
Factors Affecting Timeline:
Your availability for discovery sessions and feedback rounds
Number of stakeholders requiring interviews
Complexity of competitive landscape analysis
Rounds of refinement needed for approval
Scheduling constraints for team training
The Transformation Strategy Enables
Wellness brands that invest in comprehensive brand and marketing strategy see tangible business impact:
Clear Market Position: Stand out distinctly in competitive markets like Orange County or Scottsdale rather than blending in with every other med spa.
Better Client Fit: Attract clients who value expertise over deals, leading to higher lifetime value, better retention, and greater satisfaction.
Marketing Efficiency: Every marketing dollar works harder when aligned with clear strategy, brand positioning, and defined target audience.
Team Alignment: Everyone understands what your brand stands for, who you serve, and how to communicate consistently across all touchpoints.
Premium Positioning: Strategic differentiation supports premium pricing, reduces discount pressure, and attracts quality-conscious clients.
Sustainable Growth: Strong foundation enables confident expansion into new services, markets, or locations without compromising brand quality.
Measurable Results: Clear metrics and benchmarks allow you to demonstrate ROI, optimize performance, and make data-driven decisions.
For wellness brands that refuse to blend in, brand and marketing strategy isn't a luxury—it's the foundation that makes everything else work better.
Ready to learn more about strategic brand development for wellness brands? Download our 2026 Health + Wellness Marketing Report for comprehensive insights on positioning and growth strategies.
Considering brand and marketing strategy for your med spa? Schedule a complimentary consultation to discuss your specific situation and explore what a strategy engagement could deliver for your business.
About Kōvly Studio: We're the brand + marketing agency for wellness brands that refuse to blend in. Our strategy-first approach helps med spas, luxury wellness practices, and wellness service businesses in Orange County, Scottsdale, Denver, and Minneapolis develop clear positioning and comprehensive marketing strategies that attract ideal clients. Learn more at kovlystudio.com.