CPG food & beverage

Brand Strategy

You’ve got a product idea and maybe even started formulating— but you’re not sure how to turn it into a brand. That’s where I come in.

Let's get to work

Launching a CPG food or beverage brand? Start with brand strategy.

Launching a CPG food or beverage brand? Start with brand strategy.

Launching a CPG food or beverage brand? Start with brand strategy. Launching a CPG food or beverage brand? Start with brand strategy.

Turn your product idea into a brand that sells

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.

Brand strategy is the roadmap that turns a product idea into a brand. It defines what makes you different, why people will buy, and how you’ll build buzz for your launch and stand out on shelf.

You’ll 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, giving 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’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.

As a first-time food or beverage founder, you’re juggling a lot. And without a clear strategy, it’s easy to fall into common missteps like confusing messaging, inconsistent branding, or missed retail opportunities that slow your launch before it even begins.

That’s why brand strategy before launch changes everything.

Why Brand Strategy

pre-launch

create your audience early with a list of people excited to buy at launch

1.

2.

You’ll have a roadmap and an industry insider in your corner as you launch

Launch with buzz by Building in public on social, activations, and community before hitting shelves

3.

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Your Next Step: Brand Strategy

  • Cut the overwhelm

    Stop juggling endless decisions on manufacturing, messaging, packaging, and retail— brand strategy gives you a roadmap.

  • Save money and headaches

    Avoid costly detours like rebrands or missed retail opportunities by starting with the right foundation.

  • Skip the guessing game

    No more late-night Googling or second-guessing. Follow a proven framework that takes the mystery out of launching.

  • Launch with confidence

    From messaging to retail positioning, you’ll know exactly how to talk about your brand, pitch it, and make every move count.

Your Brand Strategy will…

uncover what makes your product unique and stands out on the shelf

find out who’s your buyer and how to reach them

create buzz with content, activations, and first retailers

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  • Brand Concept
    I’ll create a clear description of what makes your brand different—and why it stands out in a crowded market

    Founder & Brand Story
    I’ll help you tell your story in a way that drives engagement, builds demand, and creates recognition once you hit shelves

    Brand Message
    I’ll define the core message that speaks to your target consumer, builds buzz, and helps creates demand before launch

    Brand Values
    I’ll identify the principles that guide your brand and speaks to your consumer

    Retail Positioning for Launch
    I’ll position your product for early-stage retail

    Brand Opportunities
    I’ll uncover whitespace, trends, and unique value proposition that give your brand an edge

    Brand Voice & Personality
    I’ll establish a consistent tone and personality so every touchpoint from packaging, social, outreach—feels on brand

    Brand Name Concepts (if needed)
    I’ll generate naming directions and concepts that capture your brand’s identity, are easy to remember, and resonate with your target audience

    Tagline Ideas
    I’ll develop tagline options that distill your brand’s promise into a punchy, memorable line you can use across packaging and marketing

  • Launch Skus
    I’ll help you identify the product flavors that should lead your launch (including flavors that tell your brand story)—creating a focused, shelf-ready entry point

    Customer Lifestyle Profile
    I’ll map out your early adopter’s lifestyle, buying habits, and motivations, and highlight the selling points and use cases that make your product part of their daily routines—whether as a pantry staple or a weekend treat

    Unique Selling Points
    I’ll define what sparks buzz, drives trial, and gets early fans talking about your brand

    Buyer Use Cases
    I’ll create real-life scenarios that show buyers exactly where your product belongs—and why customers will pick it up

    Pre-Launch Sales Channels
    I’ll help you prioritize the right early sales channels (DTC, farmers markets, specialty retail) that give you traction both pre- and post-launch

  • Brand Activation
    I’ll create a custom activation you can easily duplicate to build buzz before launch. This includes a template for samplings, tastings, and partnerships that get your product into people’s hands—plus a plan to identify tastemakers, aligned brands, and community partners who can amplify your launch from day one.

    Product Testing
    I’ll create an outreach template you can use to connect you with testers who reflect your target market, so you can collect early feedback and refine your product before launch

    Product Sampling
    I’ll create an outreach you can use for sampling product

    Content Hooks for Building in Public
    I’ll help you find hooks that spark curiosity, grow a warm audience, and make people want to follow along

What's inside your brand strategy...

What's inside your brand strategy...

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)

Investment: $3997

6 month payment plan available

Working with me, you’ll get…

  • Retail Buyer Consult

    I consult with a specialty retail buyer who’s worked with 1,000+ emerging brands giving my clients insights most founders don’t get until it’s too late.

  • Buzz Building

    I believe in every brand I say yes to working with from sharing their stories on Emerging Brands Podcast® to build early awareness within the industry and with consumers, to creating content with products.

  • Community

    Connecting you with my community of founders shaping the next generation of CPG brands.

  • Industry Network

    Warm intros to vetted partners for trademarks, food scientists, branding, photography, PR, go-to-market, finance, and more so you don’t waste time guessing who to work with.

  • Founder Support

    Check-in calls and emails with me as you launch

Who I work with

First-time CPG food & beverage founders

pre-launch brands

delicious products

founders ready to turn a product idea into a brand

book a call

How it shakes out...

How it shakes out...

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

​R​eceive 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.

Clients

cotto

Reimagining classic dips

Frankly Good Coffee

Air roasted, small batch, ethically sourced

She’s the sauce

Sauce, with benefits.

  • 'Before She’s the Sauce was even a concept, I met with Kelly, and from day one, she helped me shape this brand into something truly unique. Her strategic mind helped me uncover what made my sauces different, find the key selling points that would resonate, and has helped create the kind of buzz that every founder dreams of..."

    Nicole Glabman, Founder She’s the Sauce

  • "...Pop Up Grocer slid into our dms and before I knew it we had launched inside one of the most respected entities for up and coming CPG brands - we were on the shelves, standing out among the other coffees that surrounded us. This is just the beginning of our growth and retail journey - grateful I was smart enough to hire Kelly when we did!"

    Stefanie Frank, Co-founder, Frankly Good Coffee

  • "Working with Kelly was one of the most transformative experiences I've had as someone new to marketing and branding. From day one, her warm, encouraging energy created a space where I felt supported and confident to push our brand’s strategy to new heights. Kelly brings a rare blend of expertise, thoughtfulness, and genuine enthusiasm to everything she does. Her 110% commitment was evident in every interaction, and her passion for her craft is something that continues to inspire me every day!"

    Julia Ferron, Head of Marketing Far Out

Meet Kelly

Kelly Bennett is a New York City–based brand strategist for pre-launch CPG food & beverage founders and the host of Emerging Brands Podcast®, where she shares the stories behind the brands people want to shop next.

Her path into CPG began when she bootstrapped a nationally recognized plant-based restaurant. She built community before launch through social media, activations, and partnerships, then scaled it from the ground up—earning press in Forbes, CNN, and the LA Times, and expanding to multiple locations. Along the way, she collaborated with emerging CPG brands the restaurant sourced from, gaining firsthand insight into what early-stage founders truly need—and why consumers choose the brands that fit their lifestyle. Combined with 15+ years working with early-stage brands across hospitality, food, beverage, and lifestyle, this experience shaped the framework, network, and market insight she now brings to founders.

Today, Kelly helps pre-launch CPG founders turn better-for-you product ideas into brands people want to shop. She works with founders to differentiate in crowded markets, uncover selling points that make consumers integrate their products into daily routines—whether as a pantry staple or a weekend treat—and build buzz through activations, partnerships, content, and early retail placements.

Book a call

FAQ

  • Brand strategy is the foundation—it’s your plan for how your brand stands out in the market, what makes it different, and how to create excitement around it.

    Branding is the visual expression of that strategy—your logo, packaging, website, and beyond.

    That’s why I love collaborating with Izzy of House of Wynn. She brings my clients’ strategies to life visually with creative that truly connects. Some of my favorite collabs include She’s the Sauce, Frankly Good Coffee, Dripspoon—and even my own rebrand.

  • The sooner, the better. Whether you’re still formulating your product, planning your launch into specialty retail, or making the leap from restaurant to CPG—you need a clear strategy from the start. It sets the direction for everything that follows: packaging, marketing, sales, and more. Starting here helps you avoid expensive missteps later.

  • Ideally you’re in the process of starting or refining your product

  • Your brand strategy is the foundation for everything that comes next, including:

    • Trademark registration

    • Brand design & visuals

    • Packaging

    • Social media & marketing campaigns

    • Pitching to potential investors

    • Working with manufacturers

    • Connecting with retailers

  • I offer flexible payment plans designed for emerging brands. Please note that all sales are final.

  • Your investment covers all 1-on-1 brand strategy sessions, in-depth brand research, a comprehensive brand strategy deck, plus a follow-up meeting to review everything and next steps.

  • Think about the cost of not having a strategy. From your brand designer and co-packer to your social media manager and potential investors—they’ll all want to know your brand strategy. Without it, you risk spending more money and time fixing misaligned messaging, packaging, and marketing as you grow. A clear strategy upfront saves you costly mistakes.

  • I schedule client meetings Tuesday through Thursday, 10am–3pm EST. If you need a different time, just ask—I’m happy to work with your schedule whenever possible.

  • Brand Concept
    Clear description of the difference that makes your brand stand out.

    Founder & Brand Story
    Sharing your story in a way that drives engagement, builds demand, and creates recognition once you hit shelves.

    Pre-Launch Brand Messaging
    Define the core messages that build buzz, grow your audience, and create demand before launch.

    Brand Values
    Identify the principles that guide your brand and resonate with your consumer.

    Retail Positioning for Launch
    Position your product for D2C and specialty retail from day one—so buyers instantly “get it.”

    Unique Brand Opportunities
    Uncover the whitespace, trends, and moments that give your brand an edge.

    Brand Voice & Personality
    Establish a consistent tone and personality so every touchpoint—packaging, social, outreach—feels on brand.

    Hero Product for Launch
    Identify the product that will lead your launch and anchor your brand at retail—a focused, shelf-ready entry point.

    Customer Lifestyle Profiles
    Understand your early adopter’s lifestyle, buying habits, and why they’ll say “yes.” Identify selling points and use cases that make your product part of their daily routines—whether as a pantry staple or weekend treat.

    Unique Selling Points That Drive Demand
    Define the must-have traits that spark buzz, drive trial, and get early fans talking.

    Buyer Use Cases

    Real life scenarios that show buyers exactly where your product belongs—and why customers will pick it up.

    Sales Channels for Pre-Launch
    Prioritize the right early sales channels (D2C, farmers markets, specialty retail) that give you traction pre- and post-launch.

    Pre-Launch Activations & Collaborations
    Plan samplings, tastings, and partnerships that get your product in hands before you’re on shelves. Identify tastemakers, aligned brands, and community partners who can amplify your launch from day one.

    Content Strategy for Pre-Launch
    Build a pre-launch content with hooks that create curiosity, grows a warm audience, and makes your launch exciting

  • You’ll only need to set aside four 1-hour meetings. The rest of the work happens behind the scenes, as I dive into crafting your strategy for you.

  • 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 in Action!
    ​Receive brand strategy deck + direction on implementation (1 hour meeting)

  • Here’s what I look for in a founder I can really help grow:

    Committed to Figuring It Out
    You don’t need all the answers—but you do need a vision and the willingness to figure it out. I thrive working with founders who are early in the process but ready to take action.

    Bootstrapping with Intention
    You’re investing your own time, money, and energy—and want every move to count. You care about doing things the right way.

    Good Energy & Entrepreneur Spirit
    I work best with founders who bring curiosity, optimism, and scrappiness to the table. You believe in your product—and in the power of building a brand that lasts.

    Follows Direction & Vision
    You’re open to guidance, trust the process, and know when to lean on expert support. You take feedback seriously—and take action quickly.

    Engaged in the Industry
    You’re tuned into what’s happening in food & beverage, whether that’s through events, grocery hauls, social media or Substack. You care about the category—and want to contribute to it.

    Willing to Show Up
    You understand the value of visibility. You’re ready to be seen—whether that’s through storytelling, networking, content, or connecting with the right people.

    Values Strategic Partnerships
    You get that no one builds a brand alone. You’re thoughtful about who you bring in, and understand the power of a trusted, experienced team to help get you to the next level.

  • Beyond the deck, you’ll also get:

    1. Visibility & Buzz – Emerging Brands Podcast® feature, NYC event opportunities, and warm intros to publicists and specialty retail buyers

    2. Messaging Momentum – Foundational messaging you can actually use across packaging, social, decks, and outreach

    3. Strategic Network – Access to trusted partners for trademarks, formulation, design, photography, distribution, finance, and more

    4. Hands-On Advisement – Real-time feedback as you build with an advisor who wants you to succeed

    5. Insider Insights – Up-to-the-moment POV on what buyers, creators, and consumers are looking for

    6. Bonus! 30-minute call with a specialty retail buyer who’s worked with 1,000+ emerging brands to help you position for shelf-readiness

Want to work together?

Book a call