Launching a CPG brand is an exciting, nerve-wracking rollercoaster. One of the trickiest decisions you'll face as an emerging brand is whether to go all-in on branding before launching or to just launch and evolve as you go. Recently, Siete Foods made waves after rebranding following their initial launch—a strategy that got everyone talking. So, what’s better for you: Branding first, or launching then rebranding?
Let’s break it down.
The Case for Branding Before Launching
Branding before launching can make your product feel polished, professional, and ready for the big leagues. It gives you a solid identity from day one, helping you stand out in a crowded market.
Pros of Branding Before Launch:
First Impressions Matter: Nailing your brand from the start helps you appear more credible and memorable to retailers and consumers alike.
Consistency Is Key: With strong branding in place, your messaging, packaging, and marketing efforts can be consistent across the board—essential for building brand trust.
Attract Bigger Retailers: A well-executed brand may catch the eye of major retailers, opening doors sooner rather than later.
Cons of Branding Before Launch:
Costly If You’re Not Ready: Branding takes time, resources, and creative energy. If you’re not 100% clear on your market or positioning, you could end up wasting cash on a brand that doesn’t resonate.
Paralysis by Perfection: Waiting for the “perfect” brand before launching can lead to delays. Sometimes, it’s better to get out there, even if things aren’t perfect.
The Case for Launching, Then Rebranding
Launching first and fine-tuning your brand as you go is definitely the “messy but brave” approach—and there’s a lot to be said for that! Rebranding is a natural part of business growth, and it’s bound to happen as you learn more about your customers and their evolving needs.
Take Pepsi as a prime example. Over the years, Pepsi has rebranded many times to keep up with market trends and consumer expectations.
The brand you see today wasn’t built overnight; it’s the result of continuous evolution and adjustments (just check out that lineup of logos over the years! And that's not even all of them!). Rebranding can be an exciting and powerful way to show your audience that your brand is growing with them.
Pros of Launching Then Rebranding:
Learn from Real-World Feedback: Instead of guessing what your audience wants, you can learn directly from their reactions to your initial launch.
Quick to Market: By focusing on getting your product out there fast, you can start selling and iterating sooner.
Brand Evolution Feels Natural: Rebranding down the line can make your brand feel fresh, exciting, and more in tune with where your business is headed.
Cons of Launching Then Rebranding:
Confusion and Inconsistency: An unclear or evolving brand, if done wrong, can confuse customers and retailers. Too many changes might make your business seem unreliable.
Potentially Missed Opportunities: Not having a strong brand from the start could make it harder to get noticed by customers and larger retailers who look for established brands.
Signs It’s Time to Level Up Your Branding
If you went the DIY route with your branding or you’re starting to feel like your brand is a little stale and are wondering if it’s time for a refresh, here are a few tell-tale signs it’s time to level up:
Your Packaging Isn’t Popping: If your product blends in on the shelf or doesn’t connect with your target audience, it’s time for a branding boost. Great packaging should stop people in their tracks and make your product irresistible.
Retailers Aren’t Biting: Struggling to get your product into stores? They want to see a cohesive, professional brand that signals you’re ready for the spotlight. If you’re not getting as many sales or retail opportunities as expected, your branding might need to level up.
Your Product Line Has Grown: As your business expands, so might your product line. If you’ve added new products or entered new categories, your original branding may no longer capture your full story or connect across your expanded line. A brand refresh can ensure everything feels cohesive and aligned with where you’re headed.
Your Brand Feels Outdated: Sometimes it's just time for something new! If your brand identity feels dated or no longer relevant, a refresh can bring your look and feel into the current era. Think of it as keeping your brand style as fresh as your product.
So, What’s the Verdict?
There’s no right answer when it comes to branding first or rebranding later. It depends on your comfort with risk, your budget, and your willingness to evolve on the fly. But if you’re serious about standing out in the crowded CPG space, at some point, you’re going to need a brand that matches your ambition.
Want to figure out the next steps you should take for your brand? It could be time for a Brand Blueprint! It starts with a deep dive interview and ends with a complete, actionable plan that will have your products flying off the shelves. Book your Brand Blueprint today, and let’s take your brand where it deserves to be.
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