When is a rebrand worth it?
A rebrand is more than a new logo: it can affect name, positioning, design and language. Good reasons are:
- Legal problems: the name cannot be protected or conflicts with an earlier trademark.
- Pivot: the startup does something different today than at founding.
- Internationalisation: the name does not work in new markets.
- Funding and growth: the brand looks too small or improvised for investors, large customers or talent.
- Merger or acquisition: two brands become one.
Bad reasons are boredom within the team or a new trend. Customers are often more attached to a brand than people think internally.
Refresh or full rebrand?
| Refresh | Rebrand | |
|---|---|---|
| What changes | logo and design are modernised, the name stays | name, positioning and/or design fundamentally new |
| Risk | low – recognition remains | higher – awareness and rankings must be transferred |
| Typical duration | 4–10 weeks | 3–9 months including roll-out |
How much does a rebrand cost?
| Component | Agency guide price (EUR) |
|---|---|
| Brand audit / brand check of the existing brand | €1,600 – €6,400 |
| Positioning & value proposition | €2,400 – €8,000 |
| Naming (company or product name) – only with a new name | €4,800 – €19,200 |
| Logo, colours, fonts, mini style guide | €4,000 – €12,800 |
| Company website (5–10 pages) (adaptation or rebuild) | €6,400 – €19,200 |
All prices excl. VAT. Agency figures = StartupBrander guide prices for professional branding agencies (market research, September 2026). Other ranges are rough market values and depend heavily on experience and scope.
On top come the costs of switching: print material, signage, packaging, templates, social media profiles and – with a new name – domain and trademark registration.
Checklist for the switch
- Inventory: where does the old brand appear? Website, contracts, invoices, signatures, profiles, signage, packaging.
- Secure rights: check the new name and file it as a trademark, register domain and social handles.
- Website and SEO: redirect old URLs to the new ones with 301 redirects so rankings and links are kept. Tell Google Search Console about the domain change.
- Set a launch date: switch everything digital on the same day – the rest according to plan.
- Communicate: inform customers, partners, investors and the team in advance – with the why.
Changing the company name officially
If the registered company name changes too, most legal forms need a formal shareholder resolution and an entry in the commercial register – in Switzerland, for example, the change of articles of an AG or GmbH is publicly notarised. The company remains the same legal entity; existing contracts continue. Still inform your bank, insurers, authorities, customers and suppliers.
Details depend on the country and legal form – ask your commercial register or a notary. This guide does not replace legal advice.
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