Running the Business, Not Just the Race: Karina Ripps’s Rebrand Story

Let’s get brutally honest: Building a brand is a wild ride, and sometimes, the only way forward is to do a complete 180. If your business is feeling a little “meh” lately—like you’re running (pun intended) on autopilot and not excited to show up—this post is your nudge to make the fearless brand pivot you already know you need.

Because as my latest BrandWhys podcast guest Karina Ripps shows, you don’t need to wait for some magical “permission slip” or for everything to line up perfectly. The real shift often starts when you decide to own the next chapter (even if it feels a little scary and a lot messy). Grab your coffee, because we’re unpacking how Karina—a six-figure run coach—trusted her gut, made a bold brand pivot into business mentorship, and made her brand work (and feel) better than ever.

Karina’s Brand Pivot: Proof That Rebranding Can Start with a DM

Here’s a truth-telling moment: So many business owners treat their brand like a tattoo—permanent, unchangeable, and terrifying to mess with. But the best brands? They evolve with you. A smart brand pivot isn’t about starting over—it’s about realigning with who you’ve become.

Karina Ripps didn’t wake up one morning with a viral “it’s rebrand o’clock” energy. She built her run coaching biz brick by brick while juggling a full-time job—hustling her way to six figures—and then noticed something almost all of us miss: Her DMs were always blowing up with questions from other run coaches. They wanted her secret sauce. They asked, “How did you do this?”

Instead of brushing it off as “just being helpful,” Karina recognized an opportunity. She realized she loved talking strategy and supporting other coaches even more than creating the day-to-day run plans. That shift marked the beginning of her rebranding process—one grounded in intuition and actual demand.

Turns out, the path to a next-level brand is often hidden in those offhand DMs and “pick your brain” convos. Karina’s business rebranding wasn’t about abandoning what she built—it was about owning what lit her up.

Takeaway: Listen to the questions people ask. Your brand’s next chapter—and maybe your own brand pivot—might be hiding there.

Burnout Is Optional: Why Karina Refused the Hustle-for-the-Sake-of-Hustle Story

Let’s be real: The online business world LOVES to make things black and white. “Pick a lane!” “Choose ONE thing!” “Be known for a single offer!” But what if you don’t want to? When Karina decided to make a brand pivot from run coach to mentor for run coaches, she didn’t cold-turkey her entire client roster. She kept coaching her existing runners (because she still loves it!) while making the business mentoring side her focus in public.

Read that again: MOVING FORWARD DOESN’T HAVE TO BE ALL-OR-NOTHING. Karina gave herself permission to build a multifaceted business that keeps her energized and profitable.

I see so many coaches paralyzed by “the rules”—when, actually, building a layered, aligned business is not only possible, but smart. Your brand should serve your life, not the other way around.

The Branding Details: How Karina Mastered the Art of Evolution, Not Reinvention

Let’s talk tangible changes. When Karina made her brand pivot, she didn’t set fire to everything she built. Instead, she treated her rebranding process as an evolution—not a deletion.

Here’s what she did:

• Kept the brands visually related. Karina’s business coaching brand uses the same foundation (blue tones), with a new pop of bright yellow—a clear signal that this isn’t just “runner Karina 2.0,” it’s something new.
• Fresh visual identity. She booked a new photo shoot. No more running shoes and marathon bibs—now her images communicate “business mentor” and industry go-to.
• Strategic website moves. Karina didn’t immediately overhaul her site. First, she nurtured her existing audience with new messaging, emails, and content before updating her core brand visuals.

The point? You don’t have to burn everything down to rebrand well. Small, intentional adjustments—like a pop of new color, a copy update, or a headshot refresh—can make your business rebranding feel fresh and focused without losing the trust you’ve already built.

Facing Imposter Syndrome (and the Inevitable “What Will They Think?” Spiral)

Let’s not sugarcoat this: The rebranding process can feel like emotional whiplash. Karina admitted that, for all her business experience, stepping into her new role as THE business coach for run coaches brought up a metric ton of “Who am I to do this?” thoughts.

So, if you’re wavering between old and new, wondering if your audience will bail, or worried you’re “starting over”—congratulations, you’re officially a human entrepreneur. Karina braved those same doubts and launched a new program while dealing with a major personal challenge.

But here’s where it gets gold-star inspirational: Karina’s business is now THRIVING. Her launches feel easier. Her clients are more aligned. She’s making more, working less, and having fun.

The lesson: You can’t logic your way to confidence or clarity. The new brand settles into place after you move, not before.

Aligned Brands Attract Dream Clients (and Cash): The “After” Story

Want to know what happens when you put yourself out there as you are now? Magic.

Karina’s rebrand paid off in every sense—revenue, impact, and joy. Because her messaging is sharper and her offers are crystal clear, right-fit clients come to her. She’s not stuck in the DMs “hoping” people will find her. She’s positioned as the expert in a space that needs her specific story and skillset.

This wasn’t just a new headshot and a logo tweak—it was a thoughtful business rebranding rooted in who she is now, not who she was when she started.

If you’re dragging your feet on that “should I niche down?” or “should I finally update my site?” question, let this be your sign. It feels better. It works better. And sometimes, your clients have already noticed the change—even before your official announcement.

Ditch “They” and Trust Yourself (Seriously, Who Are “They” Anyway?)

Here’s the tea. Too many of us wait for outside permission—what “they” say is best. But “they” aren’t building your business, serving your clients, or paying your bills. “They” don’t get a seat at your branding table.

Karina and I agree: When you finally stop tiptoeing and own your expertise, something huge happens. Your audience feels it. Your offers get easier to sell. And you start attracting more of the RIGHT people (not just the “any-coach-will-do” crowd).

So, if you’re ready to pivot, niche, or add a new offer (even if it means keeping an old one for a while), do it. If it feels aligned, it’s the only permission you need.

Real, Raw, and Relatable: Why Transparency Is the New “Authority”

There’s a reason Karina’s clients keep coming back, and why her new program for run coaches is resonating: She shows up as herself, even when things are messy. Gone are the days when the “perfect” brand wins. Your audience wants human. They want to see the BTS.

When you show your real self, your content and offers get sharper. You connect deeper. Most of all, you become the mentor/coach/consultant your dream clients actually need—instead of just another highlight reel.

My Best Rebrand Advice (And Karina’s): Move Before You’re “Ready”

If you’ve read this far, you might be one of the business owners overthinking that next move. (Been there. Spent countless hours analyzing, tweaking, and still not hitting publish.)

Here’s the hard-won truth Karina and I want you to hear: Don’t wait for some mythical feeling of 100% readiness. Business rebranding is less about fonts and logos, and more about identity. Shift your brand as you go – whether it’s a full brand pivot or a subtle shift. You can always iterate. No one’s running after you with a branding police badge.

Take the leap. The evidence of “right” comes from taking action, not from perfect planning.

FAQs About Rebranding and Pivoting

Ready to make your next branding move? Revisit your “why,” trust your instincts, and remember: Permission comes from you, not some invisible business panel. If you’re a run coach looking for a business mentor who’s been in your shoes, check out Karina’s latest offers here (and tell her Jess sent you). If you just need a pep talk, my DMs are always open.

Because your brand exists to change lives—including your own. Let it become what you need it to be, not what “they” say it should be.