A rebrand typically costs more than a first-time identity project, because it also involves auditing and replacing everything the old brand touched — not just designing something new.
What drives the cost beyond the design itself
- Asset replacement — updating website, signage, packaging, print materials, social profiles and templates that carried the old brand.
- Strategy depth — a rebrand triggered by a real positioning shift needs more research and strategic work than a purely visual refresh.
- Stakeholder complexity — more internal decision-makers generally means more rounds and more time.
Realistic ranges
A small business rebrand with a freelancer or boutique studio commonly runs $2,000–$10,000 including the identity work itself; asset rollout costs are typically separate and vary widely depending on how much material needs updating. Larger, agency-led rebrands with deep strategy work can run well into five or six figures.
Timeline
Expect six to twelve weeks for a small business rebrand from kickoff to final files, plus additional time for rolling the new identity out across every touchpoint — website, signage, packaging — which often takes longer than the design phase itself.
The short version
Budget for both the design work and the rollout separately, expect a small-business rebrand to run several thousand dollars and two to three months minimum, and plan the asset transition as its own phase.