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To date research in identity work and entrepreneurship has been generally understudied. Recently, the attention of management scholars toward the ways in which individuals fashion and negotiate their identities at work has been increasing (eg Alvesson, Ashcraft and Thomas, 2008) and has started to garner the attention of entrepreneurship and institutional scholars too (eg Navis & Glynn, 2011). Entrepreneurs need to be perceived as distinctive and unique to garner attention and to attract resources. At the same time they need to project their ventures within the larger environment, by negotiating their identities to elicit legitimacy. To complicate the matter, serial entrepreneurs usually wear different hats across the ventures they are a part of and often interact with audiences that differ from one venture to another.