Brand strategy is the roadmap that turns your product idea into a brand ready for its first retail shelves.

Branding is the visual expression of that strategy including your logo, packaging, to website.

Before product development, trademarking, branding, packaging, content, and early retail pitching

That’s perfect timing to start brand strategy

You’ll use your brand strategy to make decisions including:

• Brand name & trademarking

• Branding

• Packaging

• Social media

• Product formulation

• Sales channel strategy

COGS modeling, pricing builds, and margin scenarios are not included in my scope. Those fall under financial strategy and operational planning rather than brand strategy.

I highly recommend Danielle Calabrese of It’s All Happening & The Good Food CFO affordable software tool that helps founders model COGS, pricing, and margins.

I offer a payment plan option designed for emerging brands. Please note that all sales are final.

• Ready-to-Use Brand Strategy Deck
  A first-time founder–friendly strategy deck that becomes your roadmap for launch. Every decision aligned. Every next step clear ($5,000 value)

• Four 1-on-1 Brand Strategy Sessions
  Hands-on guidance, clear direction, and confident decision-making as we build your foundation together ($1,600 value)

• Retail Positioning & Partnership Session
  A strategic retail lens on your brand with Nicole Krasnow Smith, who works directly with emerging brands preparing for shelf, so you launch positioned to stand out ($600 value)

• Sales Channel Strategy Session
  A 36-month sales roadmap and dedicated session with Danielle Calabrese, founder of It’s All Happening, to map the right channels and go-to-market plan for your product ($500 value)

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 → What you’re building, what makes it different, and why it deserves shelf space

Key points:

• Brand Concept

• Brand Story

• Brand Positioning

• Competitors & Adjacent Brands

• Brand Differentiators

• Brand Challenges

• Brand Values

• Brand Voice & Personality

• Visual inspiration

• Consumer Problem & Solution

• Brand Voice, feeling & emotion

• Brand name strategy

• Overall brand goal & vision

Product → What you’re selling and how it stands out in crowded grocery stores

Key points:

• Launch SKUS

• Product category

• Future SKU ideas

• Ideal certifications

• Ideal claims

• Ideal ingredients

Buyer → Who it’s for, how they shop, and why they will choose your brand

Key points:

• Target customer segments

• Lifestyle

• Behaviors

• What they care about

• Value prop

• Selling points

• Key consumer messaging

• Use cases

• Purchase drivers

Buzz → How you build demand before launch from content, activations & tastings

Key points:

• Building-in-Public Content

• Product Education Content

• Community Tastings, Activations & Sampling

• Brand partnership concepts

First retailers → Sales channels, how to pitch early retailers & build sales traction in your first year

Key points:

• Sales channel strategy for first year in business

• How to build buzz for early retailers

• Early retail pitching advice

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 Overview

Identify brand differentiators (1 hour meeting)

Week 2 — Product & Buyer Insights
Define target customer avatars (1 hour meeting)

Week 3 — Buzz & Early Retail
Plan how to cut through the noise and build buzz (1 hour meeting)

Week 4 — Brand Strategy Review
​Receive brand strategy deck and your actionable next steps (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:

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

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

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

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

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