What Does Professional Branding Cost in the B2B Mid-Market? Corporate Identity Prices 2026

The short answer: a refresh of an existing brand runs 4,000 to 9,000 euros, a new development with positioning work 12,000 to 30,000 euros, and a full rebrand with migration from 25,000 euros. The uncomfortable answer sits underneath. In early 2026 we examined 200 German mid-market websites that had been rebranded between July 2023 and December 2024. In 71 percent of cases we could not tell the logo apart from a randomly placed competitor logo after three seconds. Those companies had paid an average of 4,000 to 18,000 euros. In no other discipline we work in is the link between price and outcome this weak, and understanding why is worth more than any price list.

Why price and outcome are so loosely connected here

Because two very different kinds of work are sold under one word. The first is execution: a logo is drawn, colours are chosen, templates are produced. It is visible, it is easy to quote, and clients can judge it immediately by looking at it. The second is the work that comes before, in which you decide what the company should stand for in a customer's mind, which competitors it must not resemble, and which promise it can actually keep. That work produces no images, is hard to quote, and clients cannot judge it by looking.

Guess which one gets cut when a budget is tight. The result is a project that spends its entire budget on execution, and execution without a decision about differentiation produces something competent and interchangeable. That is precisely what our sample showed: not bad craft, but good craft applied to an undecided brief. The full analysis, including how we measured it, is in Brand Identity 2026.

The practical consequence is a rule of thumb worth more than a budget number: the ratio of strategy to execution predicts the result better than the total. A 6,000 euro project that spends half its effort on positioning beats a 15,000 euro project that is entirely design. If a quote has no line for the work before the drawing, you are not buying a cheaper brand, you are buying a more expensive logo.

What is actually inside „branding“

Companies routinely buy rows two to four and skip one, five, six and seven. That is the cheapest way to spend a five-figure sum on something nobody will remember.

The three scopes and what they cost

Two honest notes. The duration column is dominated by your side, not ours: projects almost never slip on creative work but on unmade decisions about what the company wants to stand for. And the migration row is the one companies systematically underestimate, because the brand does not live on the website but on every quotation template, every vehicle, every signature and every trade fair wall.

What does a rebrand cost?

A full rebrand including migration across every channel starts at EUR 25,000 and takes three to six months. Renewing the identity without changing the name runs EUR 12,000 to 30,000. A refresh of the existing brand costs EUR 4,000 to 9,000. The name change is rarely the expensive part. The migration is.

Migration is the line most companies price at zero because it looks like administration. It is not. Every quotation template, every contract footer, every email signature, every vehicle, every trade fair wall, every job advert, every profile on every platform and every PDF a customer might still open in two years carries the old brand. None of that is creative work, all of it takes time, and the bill arrives whether or not it was in the proposal.

There is a second cost that appears on no invoice: the recognition you already had. A company that renames without a structural reason pays twice, once for the new identity and once for rebuilding the awareness that existed before. That is why the question of what a rebrand costs cannot be answered separately from the question of whether it needs to happen at all. Where there is a real trigger, such as a succession, a merger or a genuine shift in the business model, the migration budget is money well spent. Where there is not, a refresh of website and imagery usually achieves more, because it leaves the recognition intact.

Four signals of a weak proposal

• It opens with drafts. A proposal that shows design directions before asking about your market is guessing attractively. The questions come first, and they are uncomfortable ones about who you lose deals to and why.
• Revision rounds as the headline deliverable. „Three rounds of revisions“ turns the project into a negotiation about taste. What you want instead is a stated rationale you can agree or disagree with.
• No rulebook. Without written rules of application, your marketing, sales and HR will each interpret the brand differently, and within a year the consistency is gone. This is the single most skipped deliverable.
• Unclear ownership. Who owns the source files, the fonts licences and the usage rights after the project. Ask in writing, before the price.

When it pays off, and when it does not

Branding pays off when your customers compare you against alternatives before they ever speak to you, because recognisability then decides whether you reach the shortlist at all. In one of our projects, the rebrand of a real-estate company, the relaunch produced 14 qualified buyer leads in the first month alongside a markedly higher brand presence in the local market, at ten weeks to go-live. That is not a typical result and we do not present it as one; it is what happens when positioning, design and launch land together in a market where nobody else had bothered.

It pays off little when your revenue comes through tenders, long-standing framework agreements or purely local walk-in trade. In those cases the decision is made on criteria your identity does not touch, and the honest recommendation is to spend the money on something else. There is a related argument about why brand strength matters more, not less, as AI mediates more of the buying process, and we make it in why branding beats AI.

Conclusion

The price bands are easy: 4,000 to 9,000 for a refresh, 12,000 to 30,000 for a new development, from 25,000 for a rebrand with migration. The number that actually decides the outcome is not in that list. It is the share of the budget spent before anything is drawn, because 71 percent of the rebrandings we examined were competently executed and completely interchangeable, and their owners had paid up to 18,000 euros for that. Ask any provider how much of the quote goes into the work before the first draft. If the answer is none, you now know what you would be buying. If you would rather have that conversation about your actual market position first, that is what a first conversation is for, and our work is at creative.

Frequently asked questions about branding cost