Rewriting the Rules
How to Take Control of Your Brand’s Future
Beth Wilson-Parentice
9/24/20245 min read
For many founders, the traditional path to success feels narrow and restrictive. Get your product on the retail shelf, pay endless fees, and hope for the best. But here’s the reality: that playbook is outdated. The Consumer Packaged Goods (CPG) industry is changing rapidly, and founders now have more opportunities than ever to take control of their brand’s future—without relying solely on traditional retail channels.
If you're ready to explore new strategies and align with your vision, here's how to rewrite the rules and take charge of your brand’s destiny.
Why the Traditional Retail Model No Longer Works
Historically, getting your product onto store shelves was the ultimate goal for most CPG founders. But retail comes with endless hidden costs—distribution fees, promotional commitments, chargebacks—and all of these can drain profits quickly. Worse, many founders lose control of their brand’s story, pricing, and even product placement when dealing with large retailers. You’re playing by someone else’s rules, and often your brand’s unique voice gets diluted in the process.
Today, consumers are shifting. They want direct access to the brands they love, and as a founder, you have the power to meet them where they are. Taking control of your brand’s future starts with realizing that you no longer need to rely solely on retail shelves to succeed.
Exploring Direct-to-Consumer (DTC) Models
One of the fastest-growing strategies for regaining control is through Direct-to-Consumer (DTC) models. By selling directly through your website or platforms like Shopify, Instagram, or TikTok Shop, you bypass traditional gatekeepers. This gives you more control over your pricing, brand messaging, and customer relationships.
But DTC isn’t just about making sales. It’s about owning your brand’s story from start to finish. When you sell directly to your audience, you get to craft their entire experience with your product, from the first touchpoint to delivery. It’s a chance to build a closer relationship with your customers while keeping more of the profits for your brand.
Action Tip: Invest in building a seamless eCommerce experience for your customers. Use tools like Shopify to create an engaging storefront, and prioritize excellent customer service to build loyalty.
The Rise of Subscription Services
Brands like Dollar Shave Club and Birchbox proved that subscription models are more than just a trend. Offering a subscription option keeps customers coming back, builds brand loyalty, and ensures consistent revenue—an essential factor for sustaining growth.
Whether you’re in food, beauty, wellness, or another sector, there’s always room to introduce a creative subscription model. By offering a convenient, recurring option for customers, you create an ongoing relationship that goes beyond a one-time purchase.
Action Tip: Consider offering exclusive benefits to your subscribers, like early access to new products or personalized recommendations. This keeps your customers engaged and fosters a sense of belonging.
Building a Community: Beyond the Sale
Today's consumers want more than just a product—they want a connection. As a founder, your community is one of your most valuable assets. By engaging directly with your customers through social media, email marketing, or influencer collaborations, you create touchpoints that keep people invested in your brand for the long term.
Building a community allows your customers to feel like they are part of something bigger than just buying a product. Whether it’s through a Facebook group, an active Instagram page, or regular newsletters, you can foster a loyal following that will advocate for your brand.
Action Tip: Launch a community-focused initiative, such as a private Facebook group, where fans of your brand can connect. This space can be used to share user-generated content, provide early access to new products, and gather feedback from your most loyal customers.
The Power of Storytelling: Crafting a Narrative That Resonates
At the core of taking control of your brand’s future is the ability to tell your own story. Today’s consumers don’t just want products; they want stories they can relate to. Your brand’s narrative—why you started, the challenges you’ve overcome, and your vision for the future—sets you apart from competitors.
Don’t wait for retailers or middlemen to tell your story. Through DTC models and community-building efforts, you have the opportunity to control your brand’s messaging. Be authentic and transparent in how you share your journey. Customers are drawn to brands that feel personal, honest, and real.
Action Tip: Share the "why" behind your brand in your marketing. Use blog posts, emails, and social media to take your audience behind the scenes, show them what inspires you, and let them become part of your brand’s journey.
Building Resilience: Navigating the Ups and Downs
Taking control of your brand’s future isn’t just about strategies—it’s also about mindset. The entrepreneurial journey is filled with challenges, and resilience is one of the most important qualities you can cultivate. Setbacks are inevitable, but they are also opportunities to learn, pivot, and come back stronger.
The key to long-term success is developing the mental and emotional strength to keep going, even when things get tough. By prioritizing resilience over perfection, you’ll be able to navigate the highs and lows of entrepreneurship with confidence.
Action Tip: Create daily habits that build resilience, such as journaling, celebrating small wins, or practicing mindfulness. These practices will keep you grounded as you grow your brand.
Lead with Purpose: Aligning with Your Brand’s Vision
Finally, one of the most powerful ways to take control of your brand’s future is by leading with purpose. Your purpose is the driving force behind your brand, and it’s what keeps you focused even when the path gets tough. Consumers are drawn to brands that have a clear mission and stand for something larger than just making a profit.
By continually aligning your brand’s actions with your purpose, you build long-term loyalty and trust with your audience. Whether it’s sustainability, innovation, or a social cause, make sure your brand’s purpose shines through in everything you do.
Action Tip: Revisit your brand’s purpose and ensure that it is clearly communicated in your marketing materials, website, and packaging. Your purpose should be woven into every aspect of your brand’s identity.
Conclusion: Taking Control of Your Brand’s Future
The days of relying solely on retail shelves for brand success are over. By embracing new strategies—like DTC models, subscription services, community building, and authentic storytelling—you have the power to take control of your brand’s future. Combine these practical steps with a resilient mindset and a strong sense of purpose, and you’ll be on the path to long-term success that feels authentic and sustainable.
It’s time to rewrite the rules and steer your brand towards a thriving, impactful future.
What’s next for your brand’s journey? Let us know your thoughts or challenges as you take these next steps to take control of your brand’s future!
