White-label branding is what separates a hosting business from an obvious middleman. Your clients log into cPanel constantly, they point their domains at nameservers, and they receive automated emails. If any of those carry someone else's name, they know exactly whose infrastructure they are on, and they can work out what you paid for it.
There are four places a client can see through the arrangement, and they are worth fixing in a specific order, because the most visible one is not the one people start with.
Private nameservers first
This is the one clients encounter earliest and the one most resellers do last. The first thing you ever tell a client is which nameservers to point their domain at, and if that instruction says someone else's domain, everything after it is decoration.
Private nameservers are included on every Ahosting reseller plan. Setting them up is two steps that happen in two different places, which is why it gets abandoned halfway.
At your domain registrar, register the hostnames as glue records: ns1.yourbrand.com and ns2.yourbrand.com, each pointing at the IP addresses from your welcome email. This step happens at the registrar, not in WHM, and without it the names do not resolve at all.
Then in WHM, open Server Configuration then Basic WebHost Manager Setup and enter the same two hostnames as your nameservers. New accounts will be created with DNS zones pointing at them.
Verify before relying on it: look up ns1.yourbrand.com and confirm it returns the expected address. Existing accounts created before this change keep their old zone values and need updating separately, new nameservers do not apply retroactively.
Brand the cPanel your clients live in
Clients see this every session. A default cPanel with no logo is not neutral. It is a page with someone else's product name on it.
In WHM, the customisation settings let you set the logo shown in cPanel, the link that logo points to, and the support contact details. Set the logo to your own, point it at your website, and put your support address in the contact fields.
The support contact matters more than the logo. If a client can find a route to the upstream host's support, some of them will use it, and you will find out about problems on your own accounts second-hand.
Use a logo that reads at small sizes and against the panel background. This is a small image at the top of a busy interface, not a hero graphic.
Fix the email that comes from the server
WHM sends automated messages to clients: new account details, quota warnings, suspension notices. By default some of these carry server-level details that mean nothing to your client and reveal what you would rather they did not.
Set the sending address to your own domain, and review the templates for the messages clients actually receive. A new-account email is the first impression of your service and it is worth reading once as a client would.
Use an address that accepts replies. Clients reply to these messages, and a no-reply address at that moment reads as a company that does not want to hear from them.
The suspension page
The page shown when an account is suspended is public. It is seen by your client's visitors and customers, not only by your client, and it appears at the moment things are already going badly.
A default suspension page carrying the upstream host's name undoes the whole arrangement in front of an audience. Replace it with a plain page in your own name saying the site is temporarily unavailable and giving your contact details.
Keep it calm and non-specific. "Temporarily unavailable, contact us" is right. Announcing that the account is suspended for non-payment to your client's customers is not.
What you cannot hide, and should not try to
The server's hostname appears in mail headers, and a technically curious client can trace the IP address to its owner. Neither is worth fighting.
The distinction that matters is between presenting your own brand and actively denying who your infrastructure provider is. Every hosting company at every scale rents capacity from someone. A client who asks directly deserves a straight answer; the branding exists so that the question does not arise in the middle of a support conversation, not to make a false claim.
Check it as a client would
Create a test account and use it. Open its cPanel from WHM's List Accounts screen, which needs no password, and look at what is actually on screen. Read the new-account email that was generated. Suspend the test account and load its site to see the suspension page, then unsuspend it.
Fifteen minutes of this finds the one place you missed, and it is always at least one. Doing it before the first real client means nobody else sees it.
With branding in place, the next step is defining what you sell. Creating hosting packages deals with sizing them against your allocation.