Kristina Klaassen
Building the foundation behind her brand
Kristina is a transformation expert who helps teams and organizations recognize change as a constant dynamic — and use it as an opportunity to evolve. By bringing together years of consulting experience and professional coaching expertise, she supports people in connecting more deeply with themselves and with each other, enabling teams to become more resilient and actively shape change together.
Before we started, Kristina already knew that she wanted to combine her business consulting expertise with her professional coaching experience — and that one of her favorite topics was change.
What she didn’t yet know was why transformation fascinated her so deeply. She was also unsure whether she wanted to work with corporate or private clients — and at times even questioned whether self-employment was truly her path.
Through the Personal Identity Journey, Kristina discovered how strongly her values and strengths support her in being self-employed.
Reflecting on her life using the KAIROS model, she realized that embracing and actively shaping change as a path to personal growth has been the guiding theme of her life. It also revealed how her sense of meaning and purpose is deeply connected to that narrative.
From uncertainty to direction
Before our collaboration, Kristina already had years of consulting experience, coaching expertise, and a deep interest in transformation and change.
What was still missing was the deeper connection between her personal journey and the work she wanted to build her future around.
Together, we transformed:
Before
A strong interest in transformation — without fully understanding its deeper personal meaning
Uncertainty about whether self-employment was truly the right path
Expertise in consulting and coaching that still felt separate
A business idea without a fully developed emotional narrative
Questions around audience and direction
After
A clear understanding of why change became the central theme of her work and life
Greater confidence in her business direction and decision to build her own brand
A unified positioning connecting both fields into one coherent identity
A personal brand story expressing the deeper reason behind her work
Greater clarity regarding her future positioning and target group
Journey overview
To give you a deeper sense of how our collaboration unfolded, here’s a look at the structure and key elements that shaped Kristina’s journey.
Every collaboration is unique — and Kristina’s journey shows what can unfold when the Personal Brand Story and identity work come together to reveal the deeper connection between life experiences, personal perspective, and the future direction of one’s work.
When story, identity, and vision align, a personal brand begins to feel deeply authentic — and built to last.
Journey
Framework
Working weeks: 10
Working sessions: 9
Joint working hours: 19
Outcome
Meaning in life
Personal Values
Signature Strengths
5-year business vision
Story behind her brand
Personal Identity Journey
Strong personal brands grow from true identity — that’s why Kristina and I began by exploring the foundation behind her future brand — her core:
Meaning in Life,
Signature Strengths, and
Personal Values.
Over the course of three coaching sessions,
Kristina gained deeper self-awareness through
Positive Interventions grounded in
Positive Psychology,
supported by scientifically validated questionnaires — including her results from the VIA Strengths Finder®.
Personal Brand
Story
Before Kristina started crafting her story, we reflected on her life journey supported by the KAIROS model — identifying key experiences, recurring themes, and the deeper patterns connecting them.
Together, we developed the narrative behind her brand: a story connecting her personal journey with the future direction of her work.
Over three review sessions, we refined her story step by step — with special focus on linking her personal experiences to her work as a transformation expert.
Kristina's wins from our collaboration
Our collaboration shaped both the personal and strategic foundation of Kristina’s future brand — deepening her understanding of her true self, her story, and the direction she wanted her work to take.
These are some of the personal and strategic developments that shaped Kristina’s journey:
Brand foundation
Creation of her brand identity’s core based on her signature strengths, personal values, and meaning in life
Baseline established for the future development of her brand’s purpose, vision, and mission
Greater clarity regarding her primary target group and positioning direction
Creation of a core storytelling narrative as the foundation for future storytelling, communication, and business growth
Written personal brand story connecting her personal journey with the deeper reason behind her work as a transformation expert
Personal transformation
Greater confidence regarding her business idea and self-employment journey
Deeper understanding of the experiences and values shaping her work today
Reconnection with meaningful life memories and personal milestones
Renewed gratitude toward her parents and the path that shaped her
A stronger sense of clarity, meaning, and connection to the future she wants to build
The beginning of her story
Kristina’s story became the emotional foundation of her brand — capturing the experiences that shaped her perspective on change, resilience, and personal growth.
Here is how her story begins:
"Let’s go ahead and apply for the entry permits — by the time everything’s approved, Grandma will have changed her mind anyway.”
That one sentence from my dad turned out to mark one of the biggest turning points in my life — because, as it happened, Grandma never changed her mind.
I was seven when my parents told my brother and me that we were going to “move.” Within six months, they sold our apartment, our car, and everything that had felt familiar. We packed five suitcases and left our home — for good. We emigrated from Russia to Germany.
Since that day, change has been a constant companion in my life.
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45 minutes (free of cost)