Why I Changed My Business Name — The Story Behind the Re-Brand

Andrea Leigh Co is now Banner Coaching Co. Here’s the story behind the name change…

It starts with a graveyard of business ventures — organizing business, Etsy shop, food blog — and a collection of URLs that went with them. When I launched my coaching business, I was determined not to repeat that cycle. My solution at the time felt logical: use my first and middle names. They hadn’t changed for decades.

And then…

I started growing in a conviction that would change my mind and the name of my business.

A Matter of Scalability

The conflict between the desire to grow a wealthy business and what it means to be a Christian in the marketplace didn’t begin when you started your business. It has roots that go much further back.

In the coaching space, it’s common for coaches to build on the foundation of their personal brand. Seems logical — when they start out, they do all the coaching. They develop beliefs and methodologies that resonate with their ideal clients.

But as their reputation and client roster grows, their personal capacity becomes tapped. To scale, they shift to a heavy group coaching focus, but even that has a ceiling…unless they hire other people to help coach their clients.

And that’s where I started to see a breakdown in building a coaching practice around yourself.

I heard it in the conversations I was having with countless business owners who had invested in the programs of well-known, 7 figure+ coaches. They had no doubt that person would be able to help them, but they would often find themselves handed off to someone on that person’s team.

The value was tied to the founder, not the brand. And when the founder wasn’t in the room, neither was the perceived value. It’s human nature.

That model didn’t sit right with me.

Building Brand Equity

The conviction I hold deeply is that the best results in coaching happen in close, personal, one-to-one work. There’s nothing like having someone’s full attention focused solely on you. But it also creates a ceiling.

My God-given vision for Banner Coaching Co extends beyond myself. The goal is a scalable brand where the coaches who carry this work forward are recognized for the same standard of transformation, regardless of whether I’m the one in the room. One where the quality, the methodology, and the results are associated with the company rather than exclusively with me. In other words, Banner Coaching Co needs to be an asset that outlasts any one person.

Exactly how I’ll get there is still a mystery and a mountain. God tends to give us light for only 1-2 steps at a time instead of the whole plan. It builds our faith and trust in Him. What I do know is that a Christian coaching mastery program is part of the vision. It will help me identify coaches to hire and correct a gap in the Christian coaching space.

Why Banner?

In scripture, names carry weight. They aren’t just labels. Instead, they are declarations of identity, purpose, and covenant in the Lord.

So when it came time to name this company, I wanted something that carried that kind of weight. Something with spiritual significance, but without being overly spiritual or Christian-y. Something that communicated the heart posture of everyone who would ever work at this company: that we do this under the Lord, and recognize that everything good we have comes from Him alone.

“Banner” is a connection to Exodus 17 — the very first time God is given this name.

Yahweh Nissi — The Lord Is My Banner

As the Israelites faced the Amalekites in battle, Moses stood on a hill overlooking the fight with his staff raised. When his hands were lifted, the Israelites prevailed. When his arms grew heavy and dropped, they began to lose.

Aaron and Hur saw what was happening. They found a stone for Moses to sit on and stood on either side of him, holding up his hands until the battle was won. After the victory, Moses built an altar and gave God a name: Yahweh Nissi — The Lord is my Banner.

That passage is layered with significance for what Banner Coaching Co exists to do. The banner was the rallying point. It was what the army looked to in order to stay oriented, stay together, and remember who was leading them. And the victory didn’t come from Moses alone. It came when he had people beside him, holding up his weary hands.

That is a picture of what a coach does. We come alongside. We help clients find the solutions needed to stay the course. The weight they carry becomes light because they don’t walk alone. And the victory, when it comes, belongs to the Lord.

Banner is a reminder that we rally to Him together. It also signifies excellence.

The God-wink I Didn’t See Coming

After I had already settled on the name and the logo was designed, I noticed something I hadn’t planned. Even though I didn’t want the company to be my name, the Lord snuck it in there anyway.

My childhood nickname is Anne. As an avid Anne of Green Gables fan, I insisted on it. It’s what people who have known me longest still call me.

Anne is in Banner.

When I saw it, it was confirmation and a wink from the Lord.It also brought to mind that well-known verse from Song of Songs: His banner over me is love. We are hidden in Him. And in that hiddenness, we are covered, held, and sent out under something far greater than any name we could build for ourselves.

That is what Banner Coaching Co is built on. 

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