When I started my consulting business eight years ago, I was — shall we say — less picky about the assignments I accepted. Almost anything that involved a paycheck and the ability to add another entry to my client list was a thrill. But over time, as my client base grew and I became more confident in my ability to make a living, I wanted to “move upmarket,” or to work on higher-level projects with a better bottom line. This wasn’t exactly an easy transition.
Once you’ve developed a particular brand, it can be devilishly hard to change it. For instance, if you’ve become known for copywriting but want to pivot to message development, you may be stymied.
So how can you “reinvent your brand” in the eyes of current clients… [Read more at Entrepreneur.com]