Strategy, or design only
Positioning work adds cost, and it is the part that decides whether the new look changes what clients will pay.
Run your numbers
The estimate updates as you choose. Nothing is sent anywhere until you ask for the budget.
Market estimate, planning range
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Built from the ranges listed below. Real quotes vary with market, scope and who does the work.
With iBrand Identity
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Get the line-item budget
Every cost behind your estimate, line by line, plus seven questions to ask before you sign a rebranding quote.
Your line-item budget
A rule of thumb that holds up: budget 5–10% of annual revenue for a foundational brand investment, and treat it as a multi-year asset.
Seven questions to ask before you sign a rebranding quote
Next: read what each price level should include, see how our rebranding services work, or book a free 30-minute call.
In short
A small business rebrand with new strategy and identity runs roughly $5,000–$25,000 with an independent studio; with a five-page website, about $10,000–$45,000.
Ask three suppliers how much a rebrand costs and you will get three numbers that are impossible to compare. One is pricing a logo, one a new identity, one a strategy, identity, website and rollout.
This free rebranding cost calculator shows the method. Choose how much is changing, how big the business is, the size of the website and who would do the work, and it adds up a planning range from published assumptions. Beside it is what the same scope starts at with iBrand Identity.
The market figures are a planning range, not a quote. Our own starting prices are fixed and published; see how a rebrand runs on rebranding services, or, if the strategy still holds, a lighter brand refresh.
How the calculator works
The estimate adds up the pieces you choose. These are the ranges it uses for each kind of supplier.
| Freelancer | Independent studio | Agency | |
|---|---|---|---|
| Strategy and positioning | $1,000–$3,000 | $2,000–$10,000 | $10,000–$30,000 |
| New visual identity and guidelines | $1,500–$5,000 | $3,000–$15,000 | $15,000–$50,000 |
| Refreshed identity and guidelines | $800–$2,500 | $2,000–$6,000 | $8,000–$20,000 |
| Website, up to 5 pages | $2,000–$8,000 | $5,000–$20,000 | $25,000–$60,000 |
| Website, up to 12 pages | $4,000–$12,000 | $10,000–$30,000 | $40,000–$90,000 |
| Website, 20+ pages | $8,000–$20,000 | $20,000–$50,000 | $70,000–$150,000 |
| Content system: templates, social kit, copy | $1,000–$3,000 | $2,500–$8,000 | $10,000–$25,000 |
| New name, with trademark screening | $1,000–$3,000 | $2,000–$8,000 | $8,000–$25,000 |
| Second language or market | $1,000–$3,000 | $2,000–$6,000 | $8,000–$20,000 |
| Print, signage and packaging design | $500–$2,000 | $1,500–$5,000 | $5,000–$15,000 |
| Launch film (traditional production) | $2,000–$6,000 | $5,000–$20,000 | $15,000–$50,000 |
Strategy, identity, content, language and print ranges are multiplied by 1.3 for a growing company and 1.8 for a multi-location or multi-market business. Rush adds 25%. Design fees only: printing, signage production and legal fees are extra. These are planning assumptions, not market data or a quote.
What moves the number
Positioning work adds cost, and it is the part that decides whether the new look changes what clients will pay.
A consultant needs a fraction of the assets a hotel group needs. Every application, from packaging to signage to app screens, is real work.
Adding a site is usually the biggest single jump in a rebrand quote, often doubling it.
A freelancer, a senior independent and a network agency have different cost structures, and different ways of failing.
Refresh or rebrand?
| Brand refresh | Rebrand | |
|---|---|---|
| What changes | The look: logo update, colour, type, templates | The position first, then everything built on it |
| Typical studio range | $2,000–$6,000 | $5,000–$25,000 (before a website) |
| Choose it when | The strategy still holds and only the design has aged | You are winning the wrong clients or competing on price |
| Risk | Low: recognition carries over | Higher: needs a planned rollout so customers follow you |
Not sure which one you need? The free Brand Positioning MRI™ shows whether the problem is the strategy or only the design.
Straight answers
On this calculator’s assumptions, a rebrand with new strategy and a new identity for a small business runs roughly $2,500–$8,000 with a freelancer, $5,000–$25,000 with an independent studio and $25,000–$80,000 with an agency. Add a five-page website and the studio range becomes $10,000–$45,000. Multi-market rebrands for larger companies sit well above that.
Working with an independent studio, most small businesses spend roughly $5,000–$25,000 on strategy and identity, or $10,000–$45,000 with a new website. The biggest jumps come from adding a website, a new name or a second market.
Usually. A refresh keeps the strategy and updates the identity, so on these assumptions it is about $2,000–$6,000 with a studio, against $5,000–$25,000 for a full strategy and identity rebrand. If you are winning the wrong clients or competing on price, a refresh will not fix it; that problem sits in the strategy.
Because the same word covers very different work. One quote is a new logo; another is research, positioning, an identity system, a website and a rollout. Who does the work matters too: a freelancer, a senior independent and a network agency have different cost structures. Ask every supplier to price the same line items so you compare like with like.
Printing and signage production, trademark legal fees, font and stock licences, photography, domains and hosting, and paid media. The checklist that unlocks with your budget lists the questions to ask before you sign.
Yes, it is free, and the estimate and our starting price appear straight away. The line-item budget unlocks when you add your name and email; you will only get occasional emails if you tick the box.
One step
See how a strategy-led rebrand runs, or book a call to talk through the scope before you choose.
In this topic
Written by Martina Boshra, founder of iBrand Identity and creator of The Transmutation Method™. Brand strategist for founders and service businesses across the US, Europe and the Gulf.Last updated: October 2026
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