The simple definition of brand strategy nobody talks about

Yesterday, I finally watched Kit's rebrand.

It had been sitting in my list for a very long time. I've been a huge fan of Kit's philosophy and Nathan Barry’s (Kit’s CEO) approach towards the creator economy.

If I build a sustainable business without having to rely on ads to breakeven, I'll move to Kit in a heartbeat. But coming back to the point of this email.

What caught my attention wasn't their sleek new logo or color palette (though they're stunning). It was something their brand director said in a behind-the-scenes video:

"A brand strategy is simply the bridge between what a business does and why people should care."

Because here's what most businesses get wrong: they obsess over their products, services, and internal processes without clearly connecting them to what matters to their customers.

Think about it this way:

Your business exists in one world — the world of what you create, build, and deliver. Your potential customers exist in another world — one filled with problems, desires, and needs.

Brand strategy is the bridge between these worlds. And without that bridge, you're just shouting into the void. With it, you create a path for people to walk straight into your business's story.

So what exactly makes up this bridge?

• Identity: What makes your brand unique and recognizable

• Positioning: How you want customers to see your brand compared to competitors

• Messaging: The core message you want to share with your audience

When these elements work together, magic happens. Your marketing becomes more effective. Your customer communications feel more authentic. Your team aligns around a shared vision.

But here's the challenge: building this bridge isn't a one-time project. It's ongoing work.

I was reminded of this while watching Kit's rebrand. They didn't just change their look — they refined how they connected their business to their customers' needs.

So ask yourself: is your brand strategy just a document collecting dust somewhere, or is it actively connecting what you do to why people should care?

If you're not sure, here's a simple exercise: describe your brand in one sentence as if explaining it to a friend over coffee. Does your description focus on what you do, or does it connect to why someone would care?

I'd love to hear what you come up with — just hit reply and share your one-sentence brand definition.

Until tomorrow,
— Shashank

P.S.

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