Case Study: When to rebrand your business

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It has been barely a year since Court TV rolled out with a brand new logo and corporate image, but the cable channel is doing a complete rebrand all over again. Two days ago Court TV announced that starting January 1, they will be known as TruTV to better "describe the kind of programming we do in prime time," according to the channel's executive VP and GM Marc Juris (Full article). TruTV's new lineup will include shows that "would happen whether the cameras were there or not," Juris says, which differentiates them from largely scripted reality TV shows blasting the airwaves.

So is it a smart move to rebrand so soon after recently doing so? Is the Jan 1 launch date a good idea? Does the name really matter, and will rebranding alienate those familiar with the already established brand?

Although it is never easy and it is never a "good" time to take an established brand and change it to a new one, the timing seems to be right for Court TV. The channel is still in a growing stage, adding viewers every quarter for the last two years (something most networks would love to be able to claim). And the network's well-received shows that focus more on true-to-life events has clearly changed the direction the channel is headed.

Alienation when launching a new brand is always risky, but follow examples of good brand changes (a la Cingular > AT&T) and the transition will be smooth. Also look at recent rebranding efforts by other cable networks: OLN > Versus and The Nashville Network > TNN > The National Network > The New TNN > Spike > Spike (new logo).

If you're a small business looking to rebrand, consider the timing, audience, strategy, costs, and long term goals to help you decide if and when to begin launching your new brand.

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