Nathan Barry (founder of Kit, formerly ConvertKit) joins Tim Soulo to break down one of the boldest rebrands in SaaS, and why it wasn’t just a logo change, but a complete overhaul of identity, voice, and vision.

We talk:

• Why they spent $260K with a top agency (and what they actually got)

• How to design word-of-mouth marketing that actually works• Using AI to scale brand consistency

• The Minimum Viable Personal Brand for founders

• Building creator flywheels instead of chasing funnels

• What Kit learned from celebrity newsletters (Tom Brady, Dua Lipa, McConaughey…)

If you care about brand, growth, or building in public, this is the episode to watch.

00:00 - Intro

00:54 - Why spend $360K for a rebrand?

06:14 - Using AI to stay on brand

10:28 - Acquiring a three-letter domain

16:05 - Business decisions beyond immediate profit

21:26 - Turning a rebrand into a marketing flywheel

26:06 - You can’t script word of mouth. But you can feed it

32:56 - Customers as marketing assets

42:30 - Funnels vs flywheels and landing celebrity clients

53:45 - Delegating like a CEO (but still showing up)

1:00:32 - Outro

We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend).

Where to find Nathan:

LinkedIn: https://www.linkedin.com/in/nathanbarry/

X: @nathanbarry

Website: https://kit.com/

Where to find Tim:

LinkedIn: (https://www.linkedin.com/in/timsoulo/)

X: @timsouloWebsite: https://www.timsoulo.com/

_______________

Referenced in this episode:

🔹 People

Tom Brady — Referenced in relation to Kit newsletter visibility

https://www.instagram.com/tombrady/

Patrick Campbell — Founder of ProfitWell (acquired by Paddle)

https://www.linkedin.com/in/patrickccampbell/

https://twitter.com/pattyc

Dua Lipa — Musician and creator, newsletter launched via Kit

https://www.instagram.com/dualipa/

⸻

🔹 Companies / Products / Platforms

Kit — Formerly ConvertKit, platform for professional creatorshttps://kit.com/

Koto — Design agency behind Kit’s $260K rebrandhttps://koto.studio/

Ahrefs — All-in-one SEO and marketing platform

https://ahrefs.com/

ProfitWell — Subscription analytics and retention toolhttps://www.profitwell.com/

Paddle — SaaS payment infrastructure company (acquired ProfitWell)

https://www.paddle.com/

Creator Network — Kit’s recommendation and newsletter growth engine

https://kit.com/features/creator-network

⸻

🔹 Books / Concepts“Do Things That Don’t Scale” — Paul Graham (essay from Y Combinator)

https://www.paulgraham.com/ds.html

Ahrefs Podcast

Host: Tim Soulo

Podcast Producer: Michelle Lindner

Intro Storyboard: Michelle Lindner

Intro Video Lead: George Dolgikh

Intro Video Animations: Ilya Yakymchuck

Filmed at: Content HQ, Miami

#branding #rebranding #marketing #emailmarketing #Kit #ConvertKit #domainnames #customerengagement #storytelling #businessstrategy #marketingstrategies #creatorplatforms #abtesting #directsales #networkeffects #teamprocesses #founderpassion