Branding Basics for First-Time Food Sellers

Why Your Product Needs to Look the Part

You don’t need an agency. You don’t need a five-color logo and custom dielines. But if you think branding doesn’t matter—you’re already behind.

Your product might taste incredible. But if the label looks sloppy, the name is confusing, or the messaging doesn’t tell me why I should care… I’m probably not buying it. And if I do? I’m probably not remembering it.

Great branding doesn’t beat a good product—
Great branding makes a good product great.
It builds trust before the first bite, and memorability after the last.

Great Branding Makes Good Products Unforgettable

Some of the most successful CPG brands didn’t launch with a revolutionary product. But they made a statement the moment you saw them on the shelf.

Think about:

  • Heinz Ketchup - The strongest proof to date, ask people to draw the category you sell and they all draw your product. “Draw Ketchup” by Heinz

  • Liquid Death – It’s just water. But the can, the name, the story? That’s branding brilliance.

  • Magic Spoon – They didn’t invent high-protein cereal. They made it look like Saturday morning cartoons for grownups.

  • Chobani – They didn’t start the Greek yogurt trend. They made it mainstream with clean packaging and confident design.

Now look at Starry. PepsiCo rebranded Sierra Mist with all the budget in the world—and somehow made it forgettable overnight. That’s what happens when branding has no substance and no emotional hook. Good branding isn’t loud. It’s clear, intentional, and emotionally honest. And it never forgets what the branding is all about; the customer.

Many new entrants into the space take 1 of 2 routes: flashy and eye-catching OR vintage and simple. Take a look at Fond Bone Broth, and classic look and feel. Customers trust the packaging and branding. Compare that with the eye-catching pop of Nufs Crackers, customers can’t help but resist to try that great looking new product.

The Three Questions Your Brand Has to Answer Instantly

Even if you’re printing labels at home, your brand needs to answer these three questions the moment someone sees your product:

  1. What is it?
    If they have to read the ingredients panel to figure it out, you’ve already lost them.

  2. What makes it different?
    Is it locally made? Fermented? Clean label? Kid-friendly? Lead with something that actually matters to your customer.

  3. Why should I trust it?
    This comes through in the tone, the design, and the clarity. If it looks intentional and well-presented, people feel safer giving it a try.

Your First Brand Won’t Be Perfect—That’s a Good Thing

Look up the early versions of brands like Poppi, Mid-Day Squares, or Chubby Snacks. Their first labels were clunky. Their names weren’t refined. But they launched, listened, and iterated.

Your early brand is a prototype just like your product. And if you listen to your customers, they’ll help shape how your brand evolves. This is why soft launches matter—not just for testing taste, but for testing how your product looks, speaks, and shows up in the world.

Branding Is Bigger Than a Logo

Branding isn’t your color palette. It’s the way someone describes your product when you’re not around. It’s the tone of your label. The way your product feels in someone’s hand. The type of customer who tags you in a photo. It’s how you show up. Even early on, ask yourself:

  • Would someone feel proud sharing this on Instagram?

  • Would a retailer feel confident putting this on shelf?

  • Would a buyer understand what it is in five seconds?

That’s branding. And it matters more than most founders realize.

You’ve got the foundation. Now let’s turn it into something people want to pick up—and come back for.