Emerging

CPG Food & Beverage

Brand Strategy

Bringing a new product to market? Build a brand that stands out in retail. I’ll help you answer ‘What makes this brand different?’

Turn your product into a brand.

Turn your product into a brand.

You’ve got the product—here’s the plan to make it a brand.

You want to launch a CPG brand built to stand out (and sell). You’re a first-time food or beverage founder, bootstrapping your way to retail shelves. You’re not just building a product—you’re building a brand. Let’s make sure it’s one that consumers love and retailers remember.

Before you invest in design, packaging, or a website—start here. Because without a clear brand strategy, you risk spending time (and wasting capital) building visuals and packaging that don’t connect with your target customer. A strong brand strategy gives you the clarity and confidence to make business decisions—from your logo to messaging—count.

Brand strategy is your foundation for a successful launch.

You’ll walk away with a clear strategy and industry must-haves that save you time, money, and second-guessing—so you can launch with confidence as a first time CPG founder.

Can you answer these questions?

What makes this brand different? What's the story, messaging, opportunity? Why launch now? Why this product? Why this team?

What will drive a purchase? What are your unique selling points? What are your early sales channels?

How will you get on the radar of your consumer? Partnerships, collabs, content, activations?

*If you can’t confidently answer these questions—brand strategy is your next step

Why Brand Strategy Comes First

  • 1. Skip the guesswork

    No more late-night Googling or second-guessing your next move. You’ll follow a proven framework that takes the mystery out of building a brand from the ground up.

  • 2. Launch confidently as first-time CPG founder

    Messaging, positioning, and strategy—dialed. You’ll know exactly how to talk about your brand, pitch it, and make every decision count as you move into branding, packaging, trademarking, social, distribution, financial planning, and more. No more guessing—just clear direction at every step.

  • 3. Save time and money

    When you start with strategy, you avoid the expensive detours—like redesigns, rebrands, and missed opportunities. Get it right the first time.

  • 4. Show up and be ready to be seen

    When the right opportunity comes—whether it’s a buyer meeting, pitch event, or unexpected intro—you’ll be ready.

Want to stand out?

It starts with brand strategy.

Who I work with

First-time CPG food & beverage founders

launching within the next 6 months

bootstrapping to get brand on specialty retail shelves

Ready to Turn your innovative idea into a standout a brand

  • Have a brand that reflects your vision—clearly.

    I’ll help you uncover what makes your product unique—so it stands out on the shelf and stays top-of-mind with consumers.

    • Compelling Brand Story
      A narrative that resonates with your target consumers

    • Clear Brand Differentiators
      What sets your product apart—so you don’t just land on the shelf, you stand out

    • Retail Positioning
      Strategic positioning that makes your brand easy for retailers to understand, place, and promote

    • Defined Brand Voice & Personality
      Capture your brand’s tone, values, and vibe—so it’s consistent across packaging, social, and marketing.

    • Hero Product Strategy
      A standout product that represents your brand—created to win customers and shelf space.

  • Know exactly who you're for—and how to reach them.

    I’ll help you get clear on who your customers are, what makes them say “yes,” and where to reach them—so you can build demand

    • Customer Lifestyle Profiles & Use Cases
      A clear picture of how your ideal customer lives, what drives their buying decisions, and how your brand fits into their daily routines—from their pantry staples to their weekend plans.

    • Unique Selling Points that Drive Demand
      The must-have features and brand traits that create excitement, builds buzz, and make consumers say “yes!”

    • Sales Channels for Early-Stage Brands
      Meets your audience where they shop—prioritizing sales channels that build brand momentum

  • Create buzz that builds loyalty and drives growth.

    From launch events to tastemaker partnerships and storytelling content, I’ll help you create the kind of buzz that drives momentum and builds community.

    • Activation & Event Strategy
      Creative, high-engaging activations and sampling events that get your product in hands, spark conversation, and drive organic brand awareness

    • Brand Partnership Playbook
      A strategy to collaborate with tastemakers, aligned brands, and community influencers who amplify your brand and build social proof faster

    • Storytelling & Content Strategy
      Own your narrative with a content plan that connects emotionally, builds community, and keeps your audience coming back for more.

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

  • 3x Brand Strategy meetings

  • Behind-the-scenes brand research & retail competitor insights

  • A ready-to-use Brand Strategy Deck—your actionable roadmap to confidently launch with new industry connections

Investment: $3500

*payment plan available

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 IN ACTION!

​R​eceive brand strategy deck + direction on implementation (1 hour meeting)

The benefits

✷ Clarify Your Brand's Unique point-of-view

✷ Connect with the Right Customers

✷ Stand Out on the Shelf

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.

  • 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

  • You’ll gain clarity on what makes your brand stand out, define your unique value proposition, and learn how to create buzz using modern marketing skills—like content, partnerships, events, and community building.

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

  • 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.

  • 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.

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

  • Week 1 — Kickoff
    Kick-off call to map your goals, brand story, target audience, and brand differentiators (1-hour meeting).

    Week 2 — Concept
    I’ll conceptualize your brand strategy through category research, retail competitor analysis, and opportunity identification (no meeting this week).

    Week 3 — Collab
    Strategy review and collaboration session—get my insights on how to position, differentiate, and market your brand (1-hour meeting).

    Week 4 — Strategy in Action!
    Final strategy deck delivered—I’ll walk you through implementation and provide warm introductions from my industry network (1-hour meeting).

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

    • Compelling Brand Story
      A narrative that resonates with your target consumers

    • Clear Brand Differentiators
      What sets your product apart—so you don’t just land on the shelf, you stand out

    • Retail Positioning
      Strategic positioning that makes your brand easy for retailers to understand, place, and promote

    • Defined Brand Voice & Personality
      Capture your brand’s tone, values, and vibe—so it’s consistent across packaging, social, and marketing.

    • Hero Product Strategy
      A standout product that represents your brand—created to win customers and shelf space.

    • Buyer Personas & Use Cases
      A clear picture of your ideal customers—who they are, how they live, and why they’ll reach for your product

    • Unique Selling Points that Drive Demand
      The must-have features and brand traits that create excitement, builds buzz, and make consumers say “yes!”

    • Sales Channels for Early-Stage Brands
      Meets your audience where they shop—prioritizing sales channels that build brand momentum

    • Activation & Event Strategy
      Creative, high-engaging activations and sampling events that get your product in hands, spark conversation, and drive organic brand awareness

    • Brand Partnership Playbook
      A strategy to collaborate with tastemakers, aligned brands, and community influencers who amplify your brand and build social proof faster

    • Storytelling & Content Strategy
      Own your narrative with a content plan that connects emotionally, builds community, and keeps your audience coming back for more.

  • 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.

Case Studies

far out

New Zealand Style Ice Cream

Frankly Good Coffee

Air roasted, small batch, ethically sourced

She’s the sauce

Sauce, with benefits.

Turn ideas into a breakout brand that belong on retail shelves.

Turn ideas into a breakout brand that belong on retail shelves.

  • '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

  • 'I absolutely loved working with Kelly! I’ve worked with a good amount of folks but what sets her apart is her energy. She’s knowledgeable, bright, and always very encouraging. I’m so happy to have her as a resource!'

    Crystal Hale, Founder Dripspoon

  • "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 Brooklyn-based brand strategist with a front-row seat to what makes emerging CPG food & beverage brands stand out.

She’s advised over 1,000 early-stage founders for the past 15 years and stays plugged into what’s working now through her client work, as host of Emerging Brands Podcast®, and through partnerships—including her collaboration to launch Bread & Butter®, a trademark law firm protecting CPG food & beverage brands.

Her hands-on experience includes bootstrapping a nationally recognized plant-based restaurant in Downtown Las Vegas, which shaped her deep understanding of what early-stage brands truly need.

Today, Kelly helps emerging CPG founders turn innovative products into breakout brands—guiding them to clarify what makes their brand different, integrate into their target customer’s lifestyle, and generate buzz.

Her clients’ products can be found on shelves at Pop Up Grocer, The Goods Mart, and more—and she’s passionate about helping founders build brands consumers love and retailers remember.

Want to work together?