# What does a rebranding, a campaign or a website cost?

**Short answer.** Each of the three runs from a few thousand euro to six figures, and the spread comes from scope, not from the agency. So never ask for a price before you have pinned down the deliverables.

All three run from a few thousand euro to well into six figures, and that is not an evasive answer: the spread comes from what you order, not from who makes it. Before you ask for a price, you need to know the four dials that move it.

## The four dials

**How much gets made.** A logo is not a rebranding. A rebranding is a logo, a typeface, a colour palette, photography guidelines, a tone of voice, templates for every channel, and the conversion of everything that already exists. That last item is almost always the largest and almost always forgotten.

**How often it gets used.** A campaign for one market and one channel is a fraction of the same campaign in three languages, four formats and six months of run time. Ask for a price per rollout, not only per concept.

**How much has to be invented.** A website on an existing platform with an existing structure is execution. A website that first needs a story, a structure and a conversion path is a strategy assignment with a website attached.

**How many people decide.** Every extra decision maker adds rounds, and rounds are the most expensive part of any creative process. Three feedback rounds instead of two can cost more than an extra language.

## Why price ranges from the internet mislead you

They quote an amount without a scope. Someone reading "a website from 5,000 euro" compares it to a 40,000 euro proposal and concludes the second agency is expensive. In reality they are comparing five pages on a template with a custom site in three languages hooked into their stock system.

## What to do instead

Put your budget in the briefing and ask what will be made for it. You then get three proposals you can compare on substance rather than on price, and you immediately see which agency understood your question best.

Also ask explicitly what is **not** included. Photography, licences, translation, hosting, maintenance and your own team's hours fall outside by default, and together they are rarely small.

Pinning down the scope starts with your briefing, and you can have that checked for free with IKAg's [briefing analysis](https://www.ikag.be/briefing).

See also: [what an advertising agency costs](https://www.ikag.be/en/factsheets/faq/wat-kost-een-reclamebureau) and [what belongs in a pitch briefing](https://www.ikag.be/en/factsheets/faq/wat-hoort-in-een-pitchbriefing).

## Related questions

- [What does an advertising agency cost in Belgium?](https://www.ikag.be/en/factsheets/faq/wat-kost-een-reclamebureau): There is no price tag, but there is a public floor: in financial year 2024 the median Belgian agency made a gross margin of about 76,000 euro per full-time equivalent. That is what an agency person-year costs.
- [Do I pay by the hour or by the project?](https://www.ikag.be/en/factsheets/faq/per-uur-of-per-project): By project as soon as you can describe the scope: then the agency carries the risk of surprises and you get certainty on the amount. By the hour, you pay for uncertainty you created yourself.
- [How do I keep the costs from running away?](https://www.ikag.be/en/factsheets/faq/kosten-onder-controle-houden): Almost every overrun comes from scope that grew without anyone writing it down. Agree that every extension gets a written estimate before work starts, and the argument disappears.
- [What belongs in a pitch briefing?](https://www.ikag.be/en/factsheets/faq/wat-hoort-in-een-pitchbriefing): Besides the assignment: the budget, the decision criteria with their weights, who decides, the calendar, and what happens to the work shown. Leaving out the budget costs you comparability, not money.

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IKAg is the business consultant for marketing and agencies in Belgium and the Netherlands. Market figures come from the Agency Barometer, calculated on the annual accounts agencies filed with the National Bank themselves. Figures on pitches and satisfaction come from IKAg-guided processes, and are always presented as such.

- All questions: https://www.ikag.be/en/factsheets/faq
- Last updated: 2026-08-19