How to grow a CPG brand

CPG is one of the most competitive and dynamic industries. If you plan on sticking around for a long time, then there are a few things you should get ahead of. 

Launching a CPG product is a challenging process, but it’s not impossible. CPG brands are growing left and right, which means resources and insight are becoming more accessible by the day. 

In this post I am going to focus on the launch of a CPG brand. This includes initial launch and rebrand.

What’s so important about the launch?

Whether you’re in the first launch or rebrand stage. The principles remain the same.

Introducing a product into the market should not be taken lightly. You’ll have to cover things such as creating awareness, interest and demand. A proper strategy will require just as nurturing as the perfection of the product itself. If you half ass this part, then you can’t possibly be serious.

Your customers Needs

Don’t you dare start working on that product before you check if customers exist. Yes, you may have the most innovative idea of the century, but is there a market for it? 

You will need to do extensive market research. This gives you a cheat sheet before you begin any development, branding and marketing strategy. What is most important to gain from this process is finding solutions to customer problems. Without a solution, you just have an idea.

Don’t run from the competition

You may think it’s best to ignore the competition so you can focus on your brand and be “unique”. No offense, but that’s kind of dumb as hell. Ever heard of “steal like an artist”? Your competition will give you the best real life examples of what people are interested in, what not to do, what opportunities exist and so much more. Don’t think of analyzing your competition as a negative, but an advantage. 

As you pay attention to your competition, you will be able to identify gaps your brand can fill. 

This can be one of the most valuable steps you take in your pre launch phase. You will have the best opportunity to ensure you create something that is needed in the CPG market. 

Visual and Brand Identity

I get it, you want your product to speak for itself. Not going to happen. If anything, how your product is wrapped and presented matters more than what’s inside. Lucky for you, you’ve done market research and analyzed your competition. Therefore, you already have a general idea of how to present your brand.

People shop with their eyes first. In a market as competitive as CPG, everyone wants to stand out on that shelf. It is your job to make sure you don’t fall short on this end. Sure, you can always rebrand in your V2 phase, but let’s do the best we can the first time.

This doesn’t just mean logos and color palettes. But your copy, brand identity, marketing channels etc. Anywhere your brand is visible, there should be standards that are cohesive and eye-catching. 

I’m going to stop here before I give away too much.

DORA:

If you plan to be in CPG for a while then I suggest you think about all possible touch points before you break into development. This doesn’t mean stall and wait until you’ve perfect everything. Because done is better than perfect. But these things do need to be top of mind.

If you are in the prelaunch or rebrand stage of your CPG brand and need a brand and website copywriter, book a free consultation here. 

👉🏽 Check out my Signature Sip brand strategy service if you’re ready for a site that works just as hard as you do.