From the KTCHN

Most scaling brands have items, not a range. A range is a commercially structured system where every product has a role, a reason to exist, and a measurable contribution to the business. If your range is growing but margin is not, the structure is the problem.

Brand strategy for product-based brands is not your logo or your colour palette. It is the set of decisions that tell you what to build, who to build it for, and why any of it matters commercially. Without it, every product decision becomes a gut call, and gut calls compound.