The Allocation List by Gretchen Reese

The Allocation List by Gretchen Reese

Your Brand Has Commitment Issues (And It's Costing You Clients)

Why constant rebranding is sabotaging your business and what to do instead.

Gretchen Reese's avatar
Gretchen Reese
Jun 15, 2026
∙ Paid

You wouldn’t date someone who changes their personality every time they meet someone new, would you?

At least, I hope you wouldn’t.

Typically, I would assume you’re looking for a little bit of consistency - whether it’s showing up for you, a regular phone call, texts here and there that let you know they’re thinking about you, shared values - that sort of thing.

If this is what you look for when you’re dating someone new - why is it that your brand evolves EVERY few months when you feel like something’s not working?

New personality. New colors. New fonts.

This week you’re “luxury and elevated.” The next you’re “raw and real.” Then you’re chasing a trend because someone else’s reel went viral.

The metaphorical “bangs” chop that every girl can relate to.

But here’s the thing about dating and branding: people don’t fall for the most polished version of you. They fall for the most consistent one. The person - or brand - that shows up the same way, again and again, until showing up that way becomes a personality trait people trust.

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