The CliffCentral rebrand: A branding case study
Gareth Cliff is a well-known personality in the South African media landscape. His online platform, CliffCentral, was launched in 2014 and built a dedicated audience with its mix of talk shows and podcasts. Recently, however, CliffCentral disappeared, replaced by "The Real Network." The question is, 'Why change a well-established name ten years on?'
A brand is a business
The core issue is that many Startup founders and small—to medium-sized company owners underestimate the power of a brand. They think a brand is just a name, and they can choose any name and just run with it—sell, sell, sell! Yet, over time, a name gets stuck and becomes associated with a business—this is when the name becomes a brand.
A brand is the most sought-after thing in business because it attracts attention. It takes years to build, and once established, it literally drives your commercial aspirations. So why just stop a brand? Cancel it? Why go from a well-known brand like CliffCentral, throw it in the bin, and start all over with a new one? It shows a fundamental misunderstanding of the power of brands and how to manage them strategically.
The perils of a personality brand
Choosing the right brand name from the start is crucial. It's the foundation for your entire business identity. Take a moment to consider the difference between "CliffCentral" and "The Real Network". The former is catchy and unique and immediately suggests something focused on Gareth Cliff as a personality. The latter, while not a bad name, is far less memorable and could, in theory, apply to any type of network. Choosing a strong brand name from the beginning helps avoid the headaches and potential costs of a rebrand down the line.
The name you choose should also say something about your business—what you do, the values you stand for, and the vibe you give off. If you want your business to grow and evolve, pick a name that has room for expansion. Could Gareth Cliff have built a platform with diverse content beyond his own shows that still fit under the "CliffCentral" banner? Consider that when deciding how narrowly focused your brand name should be.
Finally, in today's world, your brand needs a digital home. Before you fall in love with a name, make sure you can actually secure the matching website domain. There's nothing more frustrating than settling on the perfect name only to find someone else already owns the web address.
The risks of changing a brand name
Even with the best intentions, there might be times when you need to change your brand name. This is a major decision and comes loaded with risks. Let's examine why the CliffCentral rebrand might have been necessary, but also the challenges Gareth Cliff now faces.
The biggest risk is losing brand recognition. CliffCentral took time and effort to establish in people's minds. Now, listeners may be confused and unsure if The Real Network offers the type of content they enjoyed. This can hurt loyalty and make it harder to keep existing customers engaged. Along with confusion, a name change means significantly increased marketing expenses. You essentially have to reintroduce your business to the market, emphasizing the new name while reassuring people that your core offerings remain the same. Finally, you risk alienating your audience. People form emotional attachments to brands. Replacing a beloved name with something unfamiliar can disrupt that connection and cause some of your loyal fanbase to lose interest.
How to handle a name change
Sometimes, changing your brand name is unavoidable. Maybe your company merges with another, or your original name no longer reflects what you do. When that situation arises, you need a strategy to manage the inherent risks.
First, be transparent with your audience. Don't leave them in the dark about why the change is happening. Openly and honestly explain the reasoning behind it, addressing any potential concerns and highlighting how this shift will actually benefit them. Instead of a sudden, jarring switchover, consider a transition period. Gradually phase in the new name alongside the old, providing a bridge for your audience to adjust. This is not the time to cut back on marketing! Launch a robust campaign across multiple channels to reintroduce your brand under its new guise. Most importantly, emphasise the values and aspects of your business that people know and love.
The CliffCentral case study
Now let's apply these lessons to the CliffCentral rebrand. Unfortunately, Gareth Cliff's initial communication about the rebrand seems limited. From what's publicly available, it appears the change wasn't accompanied by a clear explanation for the average listener. Choosing a generic name like "The Real Network" risks losing the brand equity built under CliffCentral. It also raises the question: Couldn't the company's desire for less personality-focused content be achieved within the existing CliffCentral brand?
The future of 'The Real Network'
The rebranding of CliffCentral to The Real Network offers a valuable lesson. Your brand name is a cornerstone of your identity. Choosing wisely at the outset saves substantial effort and expense later. There are times when a name change becomes necessary, but it's crucial to approach it with clear communication, strategic marketing, and an emphasis on the continuity of your brand's core values.