Launching A New Brand Comes Down To One Thing......

Simplicity is the pathway to growth in consumer packaged goods (CPG) And that is true of every startup. New CPG brands with no market presence and limited resources are much more likely to succeed by focusing on doing one thing (a single product) better than anyone else. Simplicity brings focus, and that focus allows for a very high level of execution quality.

The competition directly allows manipulation towards only one product, which is time and time again, shown as the best market strategy. As a new brand trying to make a name for yourself, creating something amazing should always be your top priority. Consumers might only give you one chance. Its a one and done. If they dont like the product first time out the gate, they wont repeat. But with the right product, in return you create brand loyalists, but also retailers see they can trust you and help to keep you on the shelf.

With your scope limited only to one product, you will be able to pour your entire research and development efforts in creating the best product possible. You get to play firefighter, putting out the small, raging, issues as they pop up to make sure the consumer experience is the best out the door. If you are brand new to the marketplace, people need to be able to tell who you are, what you are, and what you do.

The more obvious you can make that messaging, the more digestible it is for consumers. When you focus on one product, you can better establish your brand identity which makes it easier for consumers to recognize who you are. For a new CPG brand to make it, earning retail partners comes first. For consumers to be able to find your product at their store consistently you need your sales team to know the right retail buyers and identify their value over time.