How I Build Pre-Launch Brand Strategies for CPG Food & Beverage Founders

0:00Welcome to the Emerging Brands Podcast. sharing the stories behind brands you'll want to shop next. I'm your host, Kelly Bennett. I am a New York City-based brand strategist for CPG food and beverage brands. In each episode, I'll take you behind the scenes of founders that are building better-for-you products and bringing them to market. Also, I talk to brand builders, retailers, industry experts, and tastemakers who help bring those cool products to your shopping cart. You will hear stories of real life founders, their launch strategies, and practical advice you could use to grow your own brand or simply discover what's next on shelf.

0:42And the best part is you could shop all the brands featured on the show. This podcast is brought to you by Hummingbirds. Hummingbirds is the go-to platform built for creator-powered retail activations. They're connecting everyday creators with CPG brands to generate shelf-level awareness, drive in-store momentum, and generate authentic content in markets that matter the most. Go to hummingbirds.com for all the details and let them know I sent you. Now, let's dive into the new episode. Hi everyone, it's Kelly and this is a solo episode. There was space in the schedule for a solo episode and even though I find recording solo episodes kind of cringe, I would much rather be talking with a cool founder or a brand builder.

1:38However, I got some really great feedback on my previous episode where I was taking you behind the scenes of the three parts of building a brand strategy for your pre-launch CPG food and beverage brand. And so I'm pushing myself to do things outside my comfort zone. I encourage my clients to do this, so I'm taking my own advice today. So a little bit behind the scenes, I've been working on my sub stack because I think it's such a great platform. I personally love reading sub stacks. And I thought, okay, I just put out a sub stack about the overview of week one when you work with me on your pre launch CPG food and beverage brand strategy.

2:28And why not record a podcast episode around a two just in case you miss the podcast, sorry, miss the sub stack, or you would much rather listen to a podcast and said, I want to give you options. So let's dive into it. This week, I kicked off brand strategy projects for two pre-launch CPG food brands, which is really exciting. And yesterday, I signed another new client. And it just so happened that all of these brands are specializing in kid-friendly products, which I'm really digging. I love this space so much. And it was a space that I've never really worked in that much before prior. I'll be fully transparent.

3:17However, I love it now. And having kids in my life now, a 9 and 12 year old, I totally get excited when they're excited about products and they're my little taste testers. So it just feels really cool in this new chapter of life to even have my work reflect. So yeah, and they're very excited about all these brands coming to market because they love giving their very honest feedback. So starting two kid brands this week, I signed another one yesterday. And again, they're all within the kid space, but they're each very much unique and different. And I do that on purpose. I never want to work on a brand strategy that potentially can be a competitor to a client.

4:05I always think about how can this be complementary to the portfolio of brands I'm working on? And how can this product and brand and founder be part of the conversation that is building on my little corner of the internet? And so I'm really excited about these brands and also in the future connecting these founders. And if for my clients in New York City, I'm starting to host my first meetup for founders that I'm working with. So we're all going to meet up for lunch in October. And it's a vision that I've had for a really long time. And I'm really excited to get started with it. Okay, I was really going on a tangent because I'm so excited these visions are coming together.

4:56But back to brand strategy. So when I start off with a new client, market research, thankfully for my work, is really fun. Essentially, whenever I sign a new client, my first stop is going to the grocery store, which I'm already probably hanging out at already. So market research is really the first thing. I get a sense of what is that aisle currently look like? What's the current product mix? And just really looking at different stores and seeing what is the story, what's standing out, what's missing, and knowing what angle my client is going for and seeing how can that also tell the story of what's already happening in the marketplace, but also what would make this unique and stand out.

5:49So I kick off my own market research and that's where I start my own brainstorming process. But when I start with a client, it's a four-week process. And so what I'm going to dive into today is week one. So this is essentially giving you the behind the scenes of when I kick off a brand strategy with a client, this is what it's like behind the scenes. So before we have our first call, I always have a founder fill out a detailed form, essentially answering questions that covers every aspect of their brand strategy from the buyer, sorry, the brand, the buyer to the buzz. and this is really helpful because when I am talking to a founder for the first time, before someone works with me, I do a call with them getting a sense of what is the product, what's different about it, what's the founder's backstory, why they want to create this product, what is the story they want to tell, what is their vision of how they're going to be building it, so I get a good sense of if it's the right fit.

6:58But in that conversation too, I start hearing a lot of the ideas that's on their mind, a lot of the questions that have bubbled up to the surface, because that's why they're reaching out to me. So in that form, it's a really great way for me to start capturing their thoughts, their ideas, their early drafts, so I could start seeing what's really strong about this founder, this brand, this storyline, what feels a little off or what we need the most work on. For example, some founders are very operational focused. So when they start talking about the logistics and the ops behind the brand, super strong.

7:41But when I ask them questions around marketing content, they just don't know how that looks or what direction they want to take it. And then on the other hand, I have some founders who are super creative and they're thinking about what reels they could be creating and thinking about a content schedule. But the storyline is not even clear of what the brand is, right? So everyone comes in with different strengths and different things they need support with, which is cool. I've worked with now thousands of founders at this point, advising thousands of founders. And everyone is different and everyone's unique.

8:24So that really helps me see right off the bat where I need to focus on. And then things I have questions about. I ask a lot of questions and I am genuinely curious to find out what is different about this brand, this product, and the founder and the story they want to tell. And I feel like it's similar to when I interview founders and brand builders, strategic partners on the podcast because I genuinely want to know their story. And that's very similar to how I approach a new client because it's in those more nuanced conversations and detailed conversations and in conversations where they let their guard down a bit and they don't necessarily think about having super polished answers, but they're really sharing with me what they genuinely want to achieve.

9:21And I don't take that lightly because they're doing something that's new. By and large, everyone I work with is a first-time founder in the CPG space. They're investing money in their own savings. Maybe they are getting getting support from family, but by and large, they are doing this on their own. And they're putting themselves out there. And I so deeply admire that. So I take my time to understand what they personally are going for and how to build the right brand strategy so that they feel confident as a solo founder to navigate, to have a clear point of view, to have direction, to have parameters around the brand so that as they start going to market, and this is even in pre-launch conversations, you'll start getting feedback from people in the industry or investors or retailers or friends of a friend or people who are not even your target audience.

10:28And it can feel very overwhelming very quickly. So I always do my best to have my clients feel very clear in what they're building so that they know what advice to take and what to leave on the table, so to speak. So that's very much happening in the background. And that's how I kick off the first call. That's what I'm coming into. I also look at industry newsletters. I love Express Checkout, CPGD. It's so cool because the way that there's synchronicities of starting a new brand and then getting a newsletter from friends in the industry that are covering a subject, I'm like, oh, this was so meant to be and so appreciated.

11:16So I love when that happens. I also look on social media. I mean, I am a chronically online person, I would say at this point. Looking at what's happening in the zeitgeist of culture, of fashion, of food, and seeing also creators and influencers within my client's target audience. What are they talking about? What's catching their eye? And just, again, getting a sense of it. I go to from my local bodega, specialty retailers. I live in New York City, so I'm very, very fortunate of saying having like pop-up grocer and happier grocery and big night and just some of the best pop specialty retailers in this space in my backyard.

12:07And then I go to artisanal shops and specialty stores to say my local Trader Joe's, Whole Foods. I have a great local supermarket called Union Market. Obsessed. I do a lot of market research in there. Wegmans is a really good one too. And I look at data, any data I could pull from startups. CPG has a great resource to help give you some data points. So I look up there. And then honestly, I've built consumer brands for 15 plus years. So I have a pretty good instinct on things. I really get feelings on people, on brands, on storylines in particular. And I really have learned over the years to trust that more.

13:00I used to think that I had to have, say, like so much evidence behind what I was seeing for a brand. But I've learned I'm 40 now. I've been doing this a long time versus when I was first in my career. of really trusting those instincts that I've developed over the years and seeing so many trends come and go and what has held true and what do I see now and in the future. So that's a big part of the process. So once I get on that first call with a client, we dive into, again, starting with questions. I always love to hear what inspired them, why this product, what is the problem they're solving.

13:51So I work for founders and work with founders who are bringing a better for you product to market. That's my niche. That's my specialty. That's how I personally consume products. I am always looking for the better for you option. And that doesn't necessarily mean it always has to have all the functional benefits under the sun included. It just means a quality product. It's mindfully sourced. It's thoughtfully crafted. It's design forward. I really genuinely think of products that would stand out to me as a consumer. and also even if I'm not the target audience of this particular brand or product, I think about friends, family, people I follow who would be and start seeing the connection of the problem that they're looking to solve.

14:54And I would say 9.9 times out of 10, the founders that I work with are solving a problem they personally have had and they couldn't find a product that really check those boxes that they were looking for. So they set out to create their own. And so I love to drill down, what is that problem that they're solving? And then also, what's the opportunity in the market from my own research, from my own perspective of what's happening to what the founder has already researched and done their homework? And I always like to ask, why launch now? I think that's a really important question. And that's something that you have to think about when you officially launch and you're going into PR pitches and media because you need to make sure it makes sense of why now, like why is this important now?

15:52And so I always like to ask that on a personal level, on a category level, in an industry level, I like to have an understanding of what their motivation is for the now. Also understanding what's their big vision for the brand. Where do they really want to take it? Not every founder or brand has the same goals. So I like to really make sure I understand theirs. And then what are their immediate goals? What does that look like? Are they working with an advisor for production? Are they working with a food scientist yet? Do they have their designer who they want to do their branding yet lined up?

16:31Just getting a really good sense. And it's always the million dollar question of when is your ideal time to launch? Which I know is a cringy question that when you're pre-launch, you're like, I have no idea maybe when this is going to come together, but it will. But that's okay. I just like to get a sense of timeline. And then really diving into their career background. What were they doing before launching? What can we use from their professional background or their professional or personal network into the brand? That's always a unique strength. and then again if they have a brand name yet or product SKU names those are things I start having a good sense of and then I also bring my own questions based on their questionnaire of things that I saw them saying that's consistent but some things that felt a little off so I'll go into those personal questions too.

17:32So that gives you a sense of what it's like in that first initial call, it's really that step back and looking at the really big picture. Those are the moments that I also asked the founder of like, is there anything we haven't covered? Is there anything that feels kind of random, but has been on your mind about this brand? Is there an Instagram post that's inspired you? Is there an article? Is there something you have saved on your phone that inspired this idea. Whatever the case may be, I am the type of brand strategist that I love knowing the nuance and like the nooks and crannies of someone's brain of seeing what is catching their eye, what is inspiring them, what is motivating them, because it's in those unique crossovers, I think of it, that I am able to start hearing what's unique And what's the point of view of the brand?

18:33I think that in the year 2025, we have access to so many brands and so many things happening at the same time. And it's very, very, very easy for founders who especially are first time founders, they've never done this before, or first time in CPG, look at these juggernauts of brands that we all know of and say, well, I love what they're doing. They're viral. They're selling out. They're expanding. I want to do what they're doing and just put this product with it. And I promise you, that does not work. It doesn't work. Those brands stand out because they all have a unique point of view. And they all have a unique take.

19:23And they all have a unique way of going about it. And that's what makes them stand out. So I really, really, I'm annoying at times, I'm sure, to clients, but I really make them do the inner work to figure out and to work with me on finding what are those unique points that they want to bring to the table so that their brand, their story, their products are different and standing out. And it's really fun to help founders do that. And then taking a step back a little bit to the overall big picture of where it's all going, when I'm building out a brand strategy, the brand is then coming together from clarifying what is the brand concept?

20:16What's the founder and brand story? What's the consumer problem and solution? What are those brand differentiators? What is the pre-launch brand messaging? And I say pre-launch brand messaging because this is meant to get it going and getting it started. Of those core messages, you could start communicating in your content, activations, how you're speaking about the brand to really refine and see what resonates the most. Most likely, you'll have to sharpen those or refine those a bit. So that's why I put it as pre-launch brand messaging. but essentially the brand messaging around the product and what you want to communicate to consumers, to the opportunities in the marketplace, your values, which are super, super important to a good sense of your brand voice and personality.

21:13So everything is consistent and cohesive and each of the consumer touch points makes sense. And then also, too, if a founder doesn't have a brand name yet or we go through brand strategy and say, wait, this name does not work anymore. That happens often. I give concept ideas of names to help them refine. Again, that's a process, but I guide them on that process and I give name suggestions and ideas and concepts and also tagline ideas. sometimes founders overthink taglines pre-launch I feel like the bigger picture is thinking about the messaging and how you're conveying it in social taglines are fun and I I'm not downplaying taglines but I don't think they are as important as some people put emphasis on so I would say I give ideas and suggestions that they can start using and doing maybe like a fun poll and things like that.

22:19But again, making it also in context of say a retail opportunity when your product's on shelf and no one knows what it is, thinking about what would make this stand out. Probably more than a tagline, it's going to be the call outs on your packaging, how you've been hyping up the brand on social and how you activate. I like to make founders focus more on that. But overall, I give ideas. So my alarm is going off. I have to jump to my next meeting. I hope this was helpful. I will share part two going into the buyer section of brand strategy. Let me know if you want that. I will totally do it. Let me know if this was helpful.

23:04and I look forward to talking to you on the next episode. Bye. This podcast is brought to you by Hummingbirds. Hummingbirds is the go-to platform built for creator-powered retail activations. They are connecting everyday creators with CPG brands to generate shelf-level awareness, drive in-store momentum and generate authentic content in markets that matter the most. Go to hummingbirds.com for all the details and let them know I sent you. Thank you again for listening to this episode of the Emerging Brands Podcast. It really means so much to me that you listen to this show, share it with your friends and support it.

23:51Before I wrap up, I just wanted to give a shout out to a few brands I want you to keep an eye out for that I'm working with. First up is She's the Sauce. She just launched her pre-orders sold out, which is incredible. This is a new protein pack, fiber-filled sauce line starting with a creamy ranch and honey mustard skews. It's made without seed oils, gums, fillers, so it's a cleaner, better-for-you option that tastes incredible. Next is Cotto, a new cottage cheese dip that's reimagining the classics in a modern way. Then we have Nomi, which is a better for kids brand, making mealtime way easier.

24:35Next, we have Frankly Good Coffee, who is expanding in food service and specialty retail, bringing their air roasted, small batch, unique blends to more people. And I'm kicking off brand strategies for a new pudding brand, ready to drink beverage, and a baking brand and a few more in the works that I'm really excited to share about soon. If you are a CPG food and beverage founder and you're ready to launch a brand, people want to shop, head to withkellybennett.com for the details. And as always, thank you so much for listening, shopping the brands featured on the show and following brands I'm working with.

25:16It means so much. See you on the next episode.

25:22Thank you.