Launching a successful CPG food & beverage brand starts long before you ever hit production — it starts with a rock-solid brand concept. In this solo episode, I'm taking you behind the scenes of Week 1 of my proprietary four-week strategy, revealing the exact methodology I use to help my clients nail the foundational elements of their business. This process involves deep market research and intense questioning to ensure your brand concept is clear, unique, and primed for consumer resonance.

I share the critical steps for defining your brand's DNA, including identifying your core consumer problem and solution, clarifying your long-term vision, and setting clear parameters around the brand's identity. By the end of this foundational week, we establish the brand's Concept, Founder Story, Differentiators, and Pre-Launch Messaging — all the essential components for commanding attention and generating demand before you launch.

Inside the Episode:

• The essential questions I ask to help founders define their Brand Concept, Differentiators, and big vision.

• How to craft a Founder & Brand Story that powerfully resonates with your target market, media, and potential investors.

• The critical elements—including Brand Voice, Values, and Name Concepts—that must be finalized to set the stage for your go-to-market strategy.

Learn more about brand strategy here.

This podcast episode was made possible by Hummingbirds

Hummingbirds is the go-to platform built for creator-powered retail activations—connecting everyday creators with CPG brands to spark shelf-level awareness, drive in-store momentum, and generate authentic content in the markets that matter most. Learn more!