REBRANDING FOR COMPANIES
We change what needs to change and keep what makes you recognisable.
Rebrand, refresh or reposition: what you actually need
A rebrand is not a new logo. It changes how the market sees your company: who you are, who you work for and why someone should choose you over the competition. The logo, the colours and the name are only the visible part of that change.
Not every company needs a full rebrand. Often a smaller intervention solves the problem faster and for less. Before any proposal, we agree together on the kind of change you need:
- Refresh: the same identity, brought up to date. The logo is adjusted, colours and typography are modernised, and materials become consistent. Customers recognise the brand instantly.
- Identity rebrand: a new visual identity built on the same positioning. The company stays the same, but finally looks like the company it has become.
- Strategic rebrand: new positioning, sometimes a new name, new identity and communication. It is needed when the company changes its audience, its market or its business model.
Signs you need a rebrand:
- the company has grown, but its image is stuck where it was ten years ago;
- you are entering a new market or speaking to a new audience;
- after a merger or acquisition, several companies have no common umbrella;
- every piece of material looks different, and the brand is no longer recognised;
- customers confuse you with competitors;
- the name limits what you do, or what you want to do.
What we keep. The real risk of a rebrand is not that people will dislike the new brand. It is losing what customers already recognise. That is why every project starts with an audit: we identify the elements that carry value (a colour, a shape, a name, a tone of voice) and decide what evolves and what stays. A good rebrand feels like a natural next step, not like a new company that appeared overnight.
The mistakes that make a rebrand expensive. We see them often, in companies of every size:
- the logo changes before it is clear what the company needs to say;
- decisions are made on personal taste, not on what customers recognise and look for;
- the new identity appears on the website, while packaging, vehicles and proposals stay old for months;
- the team learns about the rebrand at the same time as the customers and cannot explain it;
- the new name is not checked as a trademark, and a conflict appears after launch.
All of them are avoided the same way: a plan made before the design, not after.
We wrote about the right moment for change in When do you need a rebrand?. The difference between branding, rebranding and a refresh is explained in Branding and rebranding: a strategic guide.
What we changed for others, timelines and costs
Results from real projects.
- Bran Castle, known worldwide as Dracula’s Castle: two years of work with the castle’s management, from audit and identity to illustrations and promotional materials. In 2017, the castle welcomed almost 800,000 visitors, 27% more than the year before (source: Profit.ro). The rebrand also opened three new visitor attractions: “The Count”, “The Queen” and “The Rotunda”.
- Pelind: a network of building materials and DIY stores, a family business founded in 1997. Growth had diluted the brand. We realigned the positioning and simplified the name by dropping the word “Family”, which after 22 years no longer added anything.
- Green Corporation: a new master brand for three companies, Green Pack, Green Point and Green Unit, united by the same commitment to sustainability.
- Solaris: repositioned from a functional territory into an emotional one, with a master packaging that keeps the authority built over 20 years.
- Other projects: Cosmopolit (premium real estate in Brașov, almost two years of work), HyperPV (technology), Turabo and Del Conte (rebrand and packaging).
Rebranding for international companies. We work in English with companies outside Romania, remotely or in Bucharest, and with Romanian companies that are entering new markets. The audit and the transition plan take into account every market where the brand already exists.
How long it takes. As a guide, a refresh takes 4–6 weeks, an identity rebrand 2–3 months, and a full strategic rebrand 3–6 months. Roll-out across every touchpoint comes after and depends on the number of locations, products and materials.
How much a rebrand costs. Prices vary widely, because very different work is sold under the same name. As a general market guide, in Romania in 2026:
- Identity refresh: around €2,000–3,000.
- Identity rebrand, without new strategy: around €3,000–8,000.
- Full strategic rebrand (audit, positioning, identity, applications, launch plan): from around €10,000.
- Groups with several companies or brands: from around €25,000.
The price depends on whether naming is needed, the number of companies or brands, the number of applications and the research involved. For an accurate estimate, write to us with a few lines about your company.
Why BroHouse. Projects are led directly by the founders, from audit to launch. We know how to rebrand brands that live on the shelf, where identity and packaging have to change together. BroHouse won Gold at Transform Awards Europe 2025, the European competition dedicated to branding and rebranding, for the visual identity of the new brand Blue, and three Pentawards for packaging design. All awards are on our awards page.
OUR REBRANDING PROCESS
A brand does not just change. It transforms with intent.
Brand audit
We find out what works, what doesn't and what customers already recognise.
Strategy and positioning
We define where you want to be, for whom and against whom.
New identity
Evolution or a clean break, depending on what the audit shows.
Transition plan
Order of changes, stock, trademark, domain and announcement.
Launch and roll-out
Every touchpoint, with no hybrid periods.
Frequently asked questions about rebranding
What is rebranding?
Rebranding is changing how the market sees a company: its positioning, visual identity, sometimes its name and communication. It is not only a new logo, but an image aligned with what the company has become.
What is the difference between a rebrand and a refresh?
A refresh modernises the existing identity (adjusted logo, colours, typography) without changing the positioning. A rebrand changes the identity and often the positioning, name and communication. A refresh is faster and cheaper, but it only solves image problems.
When does a company need a rebrand?
When it has outgrown its image, when it enters a new market or speaks to a new audience, after a merger or acquisition, when customers confuse it with competitors, or when the name limits its growth.
How much does a rebrand cost?
As a general market guide, in Romania in 2026: an identity refresh costs around €2,000–3,000, an identity rebrand without new strategy €3,000–8,000, a full strategic rebrand starts from around €10,000, and groups with several brands from around €25,000.
How long does a rebrand take?
As a guide, a refresh takes 4–6 weeks, an identity rebrand 2–3 months, and a full strategic rebrand 3–6 months. Roll-out across all materials comes after and depends on the size of the company.
Will I lose the customers who recognise me now?
Not if the rebrand starts from an audit. We identify the elements customers recognise and keep them, or let them evolve gradually. The launch is prepared so customers understand the change, rather than being surprised by it.
Do we need to change the company name?
Most of the time, no. The name changes only when it creates confusion, limits growth or no longer matches the business. When it is needed, we also handle naming, including a preliminary trademark search.
What happens to the registered trademark and existing materials?
The transition plan defines what needs to be registered again, how existing stock of packaging and printed materials is used up, and in what order the premises, vehicles, website and social media change.
How do we announce the rebrand to customers?
With a clear story: why you changed and what it means for the customer. We prepare the messages, the launch materials and the order in which customers, partners and the team are informed.
Do you work with family businesses and growing companies?
Yes. Many of our rebranding projects are for founder-led companies, including family businesses with decades of history, such as Pelind.
Do you rebrand product brands, including packaging?
Yes. For product brands, the rebrand includes packaging, so the change is visible and consistent on the shelf. Solaris, Turabo and Del Conte are examples.
What results has a BroHouse rebrand delivered?
The best-known example is Bran Castle: in 2017, the castle welcomed almost 800,000 visitors, 27% more than the year before, and the rebrand opened three new visitor attractions.