Premium Brand Before Launch

A discussion about the benefits of investing heavily in premium branding before product launch, using examples from successful brands.

Key Brand First Strategy Points

• Most customers only see your brand once in passing
  • Like a billboard on a street corner - 9/10 people are just passing by
  • Don't need to constantly change things for "freshness" since most see it for first time
  • Staff/team gets tired of assets before customers do

Case Study: Oklahoma Smokes

• Premium branding-first approach

  • Strong brand name that resonates ("sounds like a band")
  • High quality website and visual design
  • Well-executed marketing campaigns (e.g., "No Nick November")

• Growth Strategy

  • Cannot use traditional paid advertising (Facebook, etc.) due to product category
  • Relies on organic TikTok growth through user-generated content
  • Shows how strong branding can drive organic growth when paid channels aren't available

Benefits of Premium First Approach

• Creates acquisition opportunities

  • Example: Sir Kensington's ketchup sold for $140M
  • Better to leave "dry powder" for acquirer to exploit
  • Acquirers value brands that haven't maxed out distribution/retail channels

• Positioning advantages

  • Helps establish premium positioning from day one
  • Creates perceived value through professional presentation
  • Builds trust with potential customers

Key Success Factors

• Invest in professional design/branding upfront
• Focus on memorable, distinctive brand assets
• Build for long-term brand equity
• Consider future acquisition potential
• Leave room for acquirer growth opportunities
• Create organic sharing/virality through strong branding