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Cut The Tie Podcast with Jason Vana

Most business owners think branding is about colors, fonts, and logos—but that’s only the surface. In this episode of Cut The Tie, host Thomas Helfrich sits down with Jason Vana, founder and CEO of Shft Agency, to uncover what brand strategy really means—and why most companies get it wrong.

Jason shares how a side hustle turned into a thriving agency, what it means to truly understand your ideal customer, and how cutting the wrong assumptions can unlock business growth. With over 20 years of experience helping B2B service firms build brands that drive revenue, Jason breaks down how to create a brand that not only looks good—but sells better.

About Jason Vana

Jason Vana is the founder and CEO of Shft Agency, a B2B brand positioning firm that helps service companies uncover their unique market value and turn it into strategy that drives sales, marketing, and growth. Based in the Chicago suburbs, Jason brings two decades of hands-on experience in branding, marketing, and leadership. He’s known for helping businesses simplify complexity, focus on differentiation, and build brands that make selling easier.

In this episode, Thomas and Jason discuss:

• Cutting ties with the myth of “branding equals design”
  Why your logo, color palette, and fonts are just the tip of the iceberg—and what really defines your brand.
• From accidental agency to intentional success
  How Jason built Shift Agency from LinkedIn DMs while working full-time—and turned it into a leading B2B brand strategy firm.
• The partner that almost broke the business
  Why the belief that “I need a co-founder to succeed” nearly stalled his growth—and how buying out his partner unlocked real momentum.
• The freedom formula
  Jason shares how defining success as time freedom changed his decisions, leadership style, and agency model.
• How to find your true differentiator
  The practical framework for discovering what makes your company truly unique—and how to use it to build an entire strategy.

Key Takeaways

• Your brand is the customer-facing side of your business strategy
  If it doesn’t connect to real business goals, it’s just decoration.
• Challenge your assumptions early
  The wrong belief can hold your company back for years.
• Know who you serve—and who you don’t
  Focus on the ideal customers who stay longer, pay more, and trust you deeper.
• Don’t fix weaknesses—amplify strengths
  Hire or outsource for what you can’t do, and double down on what you do best.
• You can’t scale a brand that depends on you
  Build systems and IP that outlive the founder.

Connect with Jason Vana

💼 LinkedIn: https://www.linkedin.com/in/jasonvana
🌐 Website: https://www.shift.agency

Connect with Thomas Helfrich

🐦 Twitter: https://twitter.com/thelfrich
📘 Facebook: https://www.facebook.com/groups/cutthetie
💼 LinkedIn: https://www.linkedin.com/in/thomashelfich
🌐 Website: https://www.cutthetie.com
📧 Email: [email protected]
🚀 https://www.instantlyrelevant.com

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