Brand Strategy Services for Growth-Stage Food and Beverage Brands
In the right hands, any brand can defy the odds and claim its rightful place on the shelf and in consumers’ hearts.
I stand for leveling the playing field in the food & beverage industry, where too often the best strategies, tools, and people are monopolized by the giants. Consumers don't buy the best products. They buy the best-marketed brands.
You’ve worked tirelessly to get your brand to where it is today, but now you’re facing new challenges. Whether it’s driving retail velocity, keeping up with increasing customer acquisition costs, or standing out in a crowded market, you might feel like what got you here won’t get you to the next level.
You want to be one of the few that make it over the hump into “breakout brand” status and leave the herd behind. You’ve put your blood, sweat, and tears into building your company, but you’re in the big leagues now and the competitors are on your heels (or maybe a few steps ahead).
Through cutting-edge brand strategy and positioning, I’m here to challenge the status quo and help the underdogs win.
Imagine your brand not just securing shelf space but becoming the brand consumers actively seek out time and time again.
Envision a scenario where you’re not just part of the conversation—you’re leading it, with a brand that’s resilient, recognizable, and ready for whatever the market throws at it.
Picture your marketing dollars driving measurable growth, with your brand consistently outperforming competitors.
With my framework, we’ll turn your current challenges into stepping stones for success.
You’ll have a clear roadmap, a strong brand presence, and the peace of mind that comes from knowing your brand is on a path to lasting success.
CREATIVE Brand Strategy SERVICES
Major-League Strategy for Growth-Stage Brands
While every project is bespoke, here's some ways we work with our clients…
The "Your Messaging is Confusing and it’s Costing You” Audit
01.
aka messaging audit and recommendation
Turn confusion into clarity and build a brand message that resonates. Our audit applies both Storybrand and mega-brand principles honed from creating industry-defining brands.
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A full audit of your marketing materials (website, emails, ads) to pinpoint where your message is confusing or missing the mark.
Practical, actionable recommendations to align messaging with proven Storybrand and mega-brand principles.
A one-hour consultation to review findings and outline next steps.
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Problem: Confusing, inconsistent messaging that doesn’t resonate.
Solution: A clear, customer-focused brand message that positions you as the guide and builds trust.
Result: Better customer engagement, stronger brand loyalty, and improved sales conversions.
The “Stop Winging It” Growth Plan
02.
Your strategic plan to drive sales and stand out in the crowded food & beverage market. The Marketing Roadmap provides a clear, actionable plan that blends Storybrand and mega-brand strategies to help your brand grow.
aka marketing roadmap
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Customer persona development to identify your ideal customers.
Brand messaging clarity using Storybrand and mega-brand frameworks.
A step-by-step strategic marketing plan for retail and DTC growth.
Gap analysis & recommendations.
Execution roadmap for implementation.
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Problem: Lack of a clear, actionable plan to grow in a competitive market.
Solution: A tailored strategy to stand out and increase sales.
Result: Clear steps for growth, improved engagement, and a scalable plan.
The "Your Product is Collecting Dust” Package
03.
Custom-built strategies and hands-on leadership to scale your food & beverage brand using the principles that built category-defining brands.
"Fix This, Fix Everything" strategy and marketing
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Comprehensive Custom Marketing Strategy
Business & Marketing Assessment
Customer persona development
Brand messaging & value proposition refinement
Market & competitive analysis
Tailored actionable plan and execution roadmap
Need it done for you?
Ongoing Marketing Leadership & Execution
Strategic oversight
Team & resource management
Regular strategy optimization
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Problem: No access to expert leadership and consistent marketing execution.
Solution: High-level marketing guidance to keep your brand on track and growing.
Result: Scaled growth and increased sales velocity.
"Stuck? Let’s Untangle This Mess Fast” Hour
04.
Get expert advice on any branding topic—fast. Whether you're exploring a new campaign idea or need feedback on your DTC approach, I’ll offer immediate guidance.
My undivided attention marketing SOS
Advisory Packages
05.
This package pushes your brand to think bigger and act bolder, based on mega-brand building principles.
The "Go Big or Go Home" Advisory Package
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Two 30-minute calls per month to focus on one specific issue.
Unlimited email support with a 24-hour response time.
The "Smash Your Biggest Roadblock" Laser Session Package
Quick-fix sessions to tackle one specific marketing/brand-building challenge each month, with immediate solutions.
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Bi-weekly 45-minute calls for strategic advice.
Unlimited email support to answer your pressing issues and concerns so you can sleep.
Strategic direction for ongoing growth.
Here’s How It Works
At The Outlier Initiative, every project is bespoke—crafted specifically to meet your brand’s unique needs, roadblocks, and goals. Whether you're looking for a comprehensive strategy overhaul or targeted communication support, I offer a flexible approach that delivers actionable insights and growth.
Book A Quick Chat
Schedule a 15-minute call to share the biggest challenge you’re facing.
Find the right fit
If I’m the right partner to help you level up, we’ll agree on the best approach—whether it’s advising or a custom engagement.
Start Winning
I’ll create a tailored plan, and we’ll get started on transforming your brand.
And here’s what the right brand strategy and positioning can do for you…
When you work with The Outlier Initiative, you're setting your brand up for consistent growth and financial stability. Our strategic approach ensures that you’re not just hitting short-term goals but building a foundation that allows you to reinvest, scale, and ultimately achieve your broader financial ambitions.
Longevity & Long-Term Growth
01.
Increased Brand Equity
02.
A well-positioned brand is one of the most valuable assets a business can have. We help you elevate your brand so it becomes a strategic asset—increasing your company’s overall valuation, whether you're preparing for growth, attracting investors, or planning a future exit strategy.
Competitive Advantage
03.
We don't do cookie-cutter. Our strategies give your brand a distinct competitive edge that allows you to command premium pricing, fend off competitors, and grow your market share. With us, you’ll stop playing catch-up and start leading the way in your category.
Confidence and Clarity
04.
Our tailored strategies are designed to give you a clear path forward, reducing uncertainty and equipping you with the confidence to make informed decisions. With The Outlier Initiative, you’ll never have to wonder if you're on the right track—we ensure you are.
Empowerment and Control
05.
By helping you overcome the challenges holding your brand back, we give you the tools and insights to take control of your brand's destiny. Our approach transforms uncertainty into proactive, strategic growth, empowering you to lead your business with clarity and purpose.
Hey there, I’m Courtney.
As a Certified StoryBrand Guide and marketing advisor, I’m trained to help your brand clarify its message so it connects with people. I focus on making sure what you're selling helps your customers solve a problem they care about—because when that happens, people pay attention and pull out their wallets. My approach is a proven way to get people to take action and grow your business.
How I’ve Already Done This for Other Brands…
(let’s add your BRAND to the list)
Built Coke Zero into a cultural icon by challenging the status quo with strategic re-positioning and the disruptive "Lawyers" Campaign.
Revolutionized the wine category with Apothic Red, taking it to #1 by changing the frame of reference and appealing to a new generation of wine drinkers.
Restored Clos du Bois to glory, driving it back to the top of its category and securing an Effie Award with a bold narrative shift.
Rejuvenated Dark Horse by validating its value in a fresh, innovative way, resulting in market-beating growth.
Brand Strategy Services for Growth-Stage Food and Beverage Brands
Are You Ready For Major League Brand Strategy?
Frequently Asked Questions
We’re here to answer all of your questions
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While most of my career has been in the beverage segment, we also work with other CPG (Consumer Packaged Goods) brands, with a product to sell to a consumer.
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Book a 15-minute discovery call and let’s decide together.
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A brand strategist helps companies define who they are, what they stand for, and how to communicate that to the right audience. They create a plan that shapes how a brand is seen in the market, ensuring everything from messaging to design aligns with the company's goals and resonates with consumers. Ultimately, their job is to help the brand stand out and grow.
Often, this strategy leads to implementation and advisory engagements to put the strategy into action.
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Brand strategy is the foundation for how your business is perceived. It ensures consistency in messaging, builds trust with your audience, and helps differentiate you from competitors. With a clear strategy, every decision—whether it's marketing, product development, or customer service—reinforces your brand’s identity and drives long-term success.
Without it, you’re aiming in the dark and your marketing expenditures will very likely be overly expensive and not as productive as they could be.
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The goal of brand positioning is to carve out a unique space for your brand in the minds of consumers. It’s about clearly defining what makes your brand different and why it matters, so your target audience chooses you over competitors. Effective positioning helps build loyalty, drives preference, and makes your brand more memorable.
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I’d start by ensuring the brand’s positioning is tight and distinct—it needs to stand out in a crowded category and communicate a clear value to (a well-defined) consumer. With a strong positioning in place, I work on improving shelf presence, creating attention-grabbing displays, and aligning marketing efforts across channels. This includes in-store promotions, social media, and influencer partnerships, all designed to increase awareness, encourage trial, and reinforce what makes the brand unique. The goal is to make the product not only stand out but also fly off the shelves.