While we talk about branding needing to be consistent, it is important to realize that personal brands can grow and add dimensions, because people grow and change. While core values often don't change, people may introduce additional core values to their life as their surroundings change.
An athlete who enters the league at age 20 or 22, will most likely have different focuses at the beginning of their career than what they are focusing on once they are retiring at age 27 or 30. Most often a young adult entering the league is focused on training to make a name for themselves on the field. They may also associate their name with a philanthropy project they believe in. While years pass, and players begin to build families, or other passions, their values also build.
Our own company recently went through a re-branding phase. While our core values of faith, positivity and personal growth remain the same, as a brand we decided to emphasize them more in our work and implement them into our daily routines. Our company grew both in size and values, which means our brand needed to represent this same change.
Reflecting on who you are as a person and what your brand represents is necessary to do so your brand is consistently reflecting the values which define you. Growing as a person means your brand should grow as well. Authentic, genuine and transparent brands prosper.
Change happens to everyone, and embracing that change is what humanizes your brand. No one is the same person they were ten, five or even a year ago, which is why your brand has to change with you as well. Consistency is key, but being consistent only happens when you are consistently aligning your brand with your authentic self.