Posted by: Kristen Beireis, Trust Marketing Expert

Plan CEntrepreneurs go through many stages in the development of their business.  As a coach, I think we go through a lot more shifting than many others.  It’s in our nature to continually explore who we are and evolve as human beings.  Most of the time, this translates into who we are as business owners and the services we provide.

I see a lot of shifting happen in the first few years as the coach gets clearer on who they are as a coach and who they work best with.  As the business continues to grow there are shifting points that require re-evaluating the time/energy drain of the business.  Coaches also continue to evolve in their coaching style, getting clearer which leads to multiple re-branding periods over the course of the first 10 years.

So, how in the world do you maintain any kind of consistency and trust when your image is constantly shifting?

First of all, it’s important to remain transparent.  Talk about it after the shift has taken place.  Explain why you went that direction.  Share your thought process and why it’s a much better fit for you now.

Secondly, make sure you get all the remnants of the “old you” out of the way.  I go through a clearing process every time I reinvent myself.  I clear out old branding, old messaging, old products and old files on my computer.  This is a process of saying goodbye for me.  This translates out into the world when I start creating the new me.  Mentally clearing the old leaves way for the new.

If you give an explanation and consistently show up as the “new you,” you’ll find that many people will come on the ride with you.  As new people find you, all they see is the “new you” as well.  There is no confusion.  There is only trust.

This article is part of a series about how to use coaching concepts you already know to make marketing easier.  If you are interested in having the full collection of articles, you can download “The Coaches’ Guide to Easier Marketing” at


  1. 1
    Mary Miller // July 10th, 2014 at 10:55 am

    Yes shift does happen! Love this post Kristen. I’m about to go on the 3rd iteration of my Logo - all in the same year! Its good to know that I’m not going nuts just growing a lot :-)

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