How to build a strong consumer brand from day one

Bringing your start-up to life is a thrilling milestone. After months of refining your idea, building your product, and believing in your vision, it’s finally time to launch. At this stage, building a brand that cuts through the noise from day one is essential. 

Whether you’re launching a direct-to-consumer product or preparing to pitch to retailers down the line, this guide will walk you through three key principles for building a brand that performs through strong positioning, efficient marketing, and early retail readiness. 

Key one: Branding and positioning for success 

Build it right before you build it loud 

Your Unique Selling Proposition (USP) is more than a slogan — it’s your brand’s heartbeat. 

It’s what sets you apart and gives customers a reason to choose you over anyone else. 

To get it right: 

• Pinpoint the emotional or functional gaps you're filling with your product, against the competition. 

• Review the competition offerings, messaging, marketing activities to understand what’s working and identify the unique space you can own. 

Be concise and specific when collecting information — avoid generalisations and use direct language. Infuse your brand positioning with insights gathered from your customers. 

Take, for example, The Vegan Patty Lady brand we work with. To support its entry into retail markets, we enhanced the brand positioning by not only emphasising the product’s vegan qualities, but also its nutritional benefits and exceptional taste. 

This approach directly addressed the most common challenge among vegan and health-conscious consumers — namely, the perception that vegan foods are often chosen for health reasons but lack satisfying flavour — thereby creating a more compelling proposition beyond simply offering “vegan patties” to be seen as “nutritious vegan patties that do not compromise on taste”. 

Harness the power of storytelling 

Great branding doesn’t just sell products; it also builds trust and loyalty. It sells a story, a mission, and a transformation. Your brand story helps people connect with your "Why." 

A strong framework includes: 

• Origin: What inspired the brand? Who are you? 

• Mission: What are you here to change? 

• Purpose: Why now, and why you? 

• Transformation: What change do you offer your customer? 

• Uniqueness: How do you do it differently from the competition? 

Ensure your story is consistent across all platforms: your website, packaging, social media, and pitches, as a compelling narrative fosters loyalty that lasts long after the initial purchase. 

Key two: Marketing that converts 

From launch to loyalty - how to turn buzz into buy-in. 

Launch loud: Tactics that drive early traction 

The best brands don’t just appear. They arrive with intention. Launching loud means warming up your audience and building momentum before your first sale. 

Practical ways to do this: 

• Create anticipation with teaser campaigns, waitlists, and behind-the-scenes content 

• Partner with communities from your ecosystem and micro-influencers 

• Run a soft launch to test messaging and gather social proof 

Execution tips: 

• Use email and SMS from the outset 

Expand beyond Instagram by establishing a presence on multiple relevant social channels, such as TikTok for storytelling and social selling, YouTube for video content, Instagram for lifestyle-focused material, and Pinterest for inspiration.  

Select platforms that are most suitable for connecting with your audience, representing your brand, and aligning with your tone of voice. 

Use authentic, founder-led content to enhance engagement - remember that “People buy from People”. 

Explore collaborations that amplify your story, brand visibility and resonate with your audience. 

From clicks to carts: Converting interest into action 

Turning followers into buyers takes more than a good product - it takes Clarity, Trust, and minimal friction. 

Here’s how: 

• Build trust quickly with social proof, including testimonials, reviews, and user-generated content (UGC). 

• Make the checkout seamless: reduce the number of clicks to carts, offer guest checkout for a seamless shopper experience, and ensure a mobile-friendly user experience. 

Conversion boosters to try: 

• Time-limited offers tied to purpose (e.g. "10% of sales support a charity cause") 

• Referral codes to your brand advocates 

• Ambassador schemes and access to VIP communities for your loyal customers 

• Loyalty cards, subscriptions, and retargeting marketing campaigns that add value 

A leading probiotic brand we worked with saw its online sales conversions increase by 15% within the month it launched a "Refer a Friend" program, allowing loyal customers to share the product with friends and receive discounts. 

Key three: For retail-ready and FMCG start-ups 

Lay the foundations early — even before you’re pitching. 

Be "shelf-ready" from day one

Even if retail isn’t your immediate goal, thinking like a retail-ready brand from day one can shape smarter decisions. 

Think of what buyers want to see: 

• Clearly defined positioning within the brand's category and in-store offering 

• Claims that align with the core brand positioning and product benefits 

• Evidence of product-market fit, such as consistent public interest 

• Brand credentials, including awards, press mentions, or product certifications 

• Packaging that meets regulatory standards, is intuitive, and suitable for shelf display 

“Retail readiness” also means having the basics in place: 

• Brand commercials designed to support brand growth by considering retailer margins and promotional pricing, while maintaining strong brand financials for the business 

• A professional pitch deck and one-pager that clearly explain why the brand should be listed, including the potential benefits for the retailer 

• Barcodes, reliable product shelf life, and production and logistics capabilities to accommodate increased demand 

Build a brand that performs on shelf 

Because Retail isn’t just about getting listed - it’s about staying listed. 

That means: 

• Growing a community that retailers can tap into 

• Designing packaging that grabs attention and explain the core product benefits in under three seconds 

• Showing up as a founder: your story can win buyer confidence 

Pro tip: Don’t rely on retail to prove your concept. Use your direct-to-consumer channel to test, learn, and iterate. It’ll make your retail pitch stronger and your brand sharper. 

Conclusion 

The best brands don’t just launch - instead, they land with impact. They’re rooted in purpose, positioned with precision, and built to perform. 

No matter your budget, your business can start strong with the proper foundation. Whether you're just launching or prepping your first pitch to a buyer, remember this: your scroll-stopping, shelf-ready, community-loved brand begins now. 

For more helpful tips on Retail Success, take part in our exclusive survey designed for challenger brands for a chance to win a FREE Retail-Ready consultation with a Brand Growth & Retail Consultant.