Let’s Make It Official
First time CPG food & beverage founder
Brand Strategy
You’re one step closer to turning your product idea into a brand people want to shop.
Don’t spend thousands on packaging & flavors before you know who your brand is
Building a CPG food & beverage brand isn’t just about your product — it’s about launching a brand people want to shop.
But before your brand name, logo, packaging, or even choosing flavors… comes brand strategy.
This is where I come in.
Over the course of 4 weeks, I’ll work with you one-on-one pre-launch founders to turn your product idea into a brand. Your brand strategy becomes the roadmap that defines what makes you different, why people will buy, and how you’ll build buzz and stand out on shelf.
Things we’ll cover:
Define your positioning and unique selling points
Identify your target customer and use cases
Map out your hero product and flavor strategy
Craft your brand story, values, voice
Find messaging that attracts your ideal customers
Build your buzz plan — activations, partnerships, content, and early retail
You’ll then use this roadmap to make every early decision— sharing it with your food scientist for formulation direction, shaping your content as you build in public, handing it to your designer for branding and packaging, pitching early investors, and landing your first retail partners.
And I don’t hand over the strategy and leave. I stay with you as you put it into action — advising you through each step, connecting you with the right partners, and helping you launch with buzz. You get the roadmap and an industry insider in your corner.
As a first-time founder, you’re juggling a lot. Without a clear strategy, it’s easy to fall into missteps like confusing messaging, inconsistent branding, or missed retail opportunities that slow your launch before it starts.
That’s why brand strategy before launch changes everything.
In just four weeks, you’ll go from “I have an idea” to “I have a brand people want to shop.”
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Brand Concept: Explains what your brand is, why it exists, and what makes it stand out in the market
Founder & Brand Story: Connects your personal journey with the problem your brand solves
Media Bio: Provides a press-ready intro that highlights your key selling points
Consumer Problem & Solution: Defines the customer need and how your product is their answer
Brand Differentiators: Pinpoints the unique features that set your brand apart
Brand Messaging to Test Pre Launch: Outlines the core messages that communicate your value and builds buzz. use for content, sampling, tasting to test messaging before packaging
Brand Opportunities: Identifies trends, whitespace, and positioning that give you an edge
Brand Values: Clarifies the principles that guide your brand and connect with consumers
Brand Voice & Personality: Inspiration for visual branding & packaging design
Pack Claims: Short phrases on your packaging that quickly tell shoppers what your product is and why they should care before they ever read the ingredients
Brand Name Concepts (if needed): Naming options that capture your identity and are memorable
Tagline Concepts: Distilling your brand into a short and punchy line
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Product & Launch Skus: Defines the lead product that represents your brand and drives your launch
Customer Lifestyle Profile: Describes your early adopters, their habits, and how your product fits their life
Consumer Selling Points: Highlights the must-have features that drives sales & reorders
Buyer Use Cases: Shows real-life scenarios where your product becomes the go-to choice
Retail Positioning for Launch (with consulting from Nicole Krasnow Smith): Along side myself, I bring in a retail buyer. Nicole will work with you to differentiate your product, think about potential competition, and help you navigate how you position your brand. There's a difference between a new brand, and a category disruptor, and Nicole will help you make waves.
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Pre-launch Content Hooks: Storylines that builds buzz and audience
Instagram Bio: Explaining how to fill our your social media bios
Brand Activation Series: Creates a repeatable plan for activations that build buzz and visibility
Brand Partnerships (with Nicole Krasnow Smith): Along side myself, I’ll bring in Nicole who will provide ideas and execution strategies on how to show up in your community, on menu, and more. Not only is it important to get on shelf, but you need to sell! Partnerships is truly the combination of sales and marketing.
Look inside your brand strategy...
Look inside your brand strategy...
Your Brand Strategy will…
Clearly differentiate your brand in a crowded marketplace
Uncover unique selling points that resonate with your target customers
build buzz with targeted partnerships, strong consumer engagement, and specialty retailer placement
What’s Included
4x Brand Strategy Meetings— deep dives to shape your brand, buyer, and buzz strategy ($1600 value)
Retail Position Consultation— I consult with an expert buyer insight to ensure your brand is shelf-ready ($150 value)
Ready-to-Use Brand Strategy Deck— your complete roadmap for each step to launch ($5000 value)
Advisement as You Implement— advising you through every step, connecting you with the right partners, and helping you launch with buzz. ($2000 value)
All sales are final.
Save $500+ with one time payment
SAVE $
How it works...
How it works...
Week 1
Brand
Identify brand differentiators (1 hour meeting)
Week 2
buyer
Define target customer avatars (1 hour meeting)
Week 3
buzz
Plan how to cut through the noise and build buzz (1 hour meeting)
Week 4
STRATEGY
Receive brand strategy deck + direction on implementation (1 hour meeting)
Plus!
I’m with you as you put it into action— advising you through every step, connecting you with the right partners, and helping you launch with buzz. You get the roadmap and an industry insider in your corner.
Why Founders work with me
Hi! I’m Kelly Bennett — a New York City–based brand strategist for pre-launch CPG food & beverage founders and host of Emerging Brands Podcast®, where I share the stories behind the brands people want to shop next.
I got my start in CPG by bootstrapping a nationally recognized plant-based restaurant. Before we opened the doors, I built community through social media, activations, and partnerships—launching with a waitlist, national press in Forbes, CNN, and LA Times, and multiple locations.
With 15+ years of experience across hospitality, food, beverage, and lifestyle, I’ve developed a framework that helps first-time founders turn early product ideas into brands people want to shop.
When you work with me, you’re not just getting strategy — you’re gaining a partner who’s been on both sides of the shelf. My process connects every piece of your brand so you can launch with confidence and community already in place. Launch with confidence, stand out on shelf, land first retailers.
As You Put Your Brand Strategy Into Action
Once your strategy is complete, you’re not on your own.
You’ll have access to check-in calls and warm introductions within my network to help you move seamlessly into launch execution.
Get support on next steps like:
Onboarding your brand designer, copywriter, or PR team
Planning taste testing, sampling, and activations
Brainstorming social media content ideas
Connecting with early retail partners
Developing launch party, product seeding, and pre-launch sales
Securing features and interview on Emerging Brands Podcast®
Why Founders Choose This
Most founders spend thousands redoing packaging, messaging, and positioning after realizing they weren’t clear on who they were for. But skipping strategy costs you more.
This process saves you time, money, and stress by getting it right the first time — and positions you for growth with a cohesive brand that connects deeply with your audience and stands out on shelf.
All sales are final.
Save $500+ with one time payment
SAVE $