What a rebrand agency charges depends on the scope, the agency's size, and what's included. Prices range from a few thousand dollars to well over a million, so knowing roughly where you fall helps you budget without surprises.

Small businesses and startups typically spend between $5,000 and $25,000. At this level, you're getting a refreshed logo, updated colors, typography, and basic brand guidelines. The process is lean, with fewer revision rounds and not much strategic depth. It works if you need a clean-up, not a reinvention.

Mid-market companies usually invest between $25,000 and $100,000. Here, the agency actually digs in: brand discovery, competitive analysis, customer research, stakeholder interviews. Deliverables include a full visual identity system, messaging frameworks, collateral templates, and sometimes a website redesign. This is where you start getting strategy alongside the aesthetics.

Enterprise rebrands, handled by larger agencies, run from $100,000 to over $1,000,000. These projects span multiple business units, international markets, and complex internal stakeholder groups. The work covers every brand touchpoint, from physical signage and packaging to digital systems and internal communications. The price reflects that scale.

Whatever tier you're in, budget extra for implementation. Website development, print production, environmental branding, and ongoing brand management are often billed separately and can add 20 to 50 percent on top of the core fee. This catches a lot of companies off guard.

Pricing structures vary too. Some agencies charge a flat project fee, others bill hourly, and some work on retainer. Flat fees give you cost certainty, which I'd generally prefer. Hourly models can work if the scope is likely to shift. Either way, get clear in writing on what's included before anything starts, because scope creep is where budgets quietly die.

A rebrand done well can increase brand equity, improve customer retention, and drive revenue. Whether the fee is justified depends entirely on execution, so the agency you choose matters as much as the price you pay.