Why Your Business Needs a CPG Brand Positioning Agency in 2025

Facing a potentially muted year, many industry leaders are leaning into building resilience as they position themselves for long-term success. Many consumer packaged goods (CPG) companies are increasingly execution-focused as they plan to stimulate stagnant volumes and lure back budget-constrained consumers. That was the consensus from industry leaders at the 2024 annual conference of the Consumer Analyst Group of New York. As the freefrom category evolved from anti-allergy products to a lifestyle choice, British retailer Waitrose needed to get up to speed. https://brandettes.com/

The insights and services a cpg brand positioning agency provides help to create long-term value for clients, people and society, and to build trust in the capital markets. Also known as Buyer Personas, ICPs are descriptions of your ideal customer (the folks you want to attract / sell to). The goal of ICPs is to help you flesh out and gain a better understanding of your customer base. By doing so, you and your team can be more aligned on how you message to this audience across all channels through which your brand is represented.

That is, it enables you to be more cohesive in the way your brand is positioned. Deliberate decisions on where and how to play are foundational to company strategy and need to be carefully calibrated based on business models, portfolio strengths and customer needs. Nomad Foods is putting this into practice by remaining hyper-focused on the frozen foods category and expanding its portfolio across many favorable markets in Europe. As demand for healthy and sustainable meat-free alternatives rises, plenty of existing plant-based brands have launched in the Middle East.

Cool Nerds Marketing excels at visual content creation and omnichannel marketing. Their reputation for crafting creative social media campaigns makes them an ideal partner for your CPG brand’s visual identity. Cool Nerds Marketing has you covered if your brand needs more engaging, visually compelling content. Impact Group is a top-tier CPG marketing agency known for its food and beverage marketing expertise. They provide a range of services covering client merchandising, distribution solutions, and trade management, giving your brand the tools to succeed in-store and online. If you’re looking to optimize paid advertising and connect with your audience through compelling content, Favoured’s approach could be a game-changer.

Will they provide regular reports and updates on your campaign’s performance? These are important factors to consider when choosing a CPG marketing agency. CPG is the third-largest spender in digital marketing, right behind retail and financial services.

SmartStraps built a better ratcheting strap, but needed a packaging and merchandising strategy to knock-off the industry leader and compel retailers to award placement. From research to brand, our industry knowledge helps you make informed and strategic decisions to launch or scale your product. Consumers expect brands to meet their demands for faster and more convenient experiences. By 2024, e-commerce is expected to account for 19.2% of total retail sales and generate $1.2 trillion in revenue.

That’s why the most successful CPG brands in 2025 aren’t just innovating products; they’re establishing a point of view (POV) that resonates deeply with culture, consumers, and category whitespace. At Agency Squid, we believe the future belongs to brands with bold perspectives. A brand identity is a tool for communicating the position and purpose, either aligning or dispelling perceptions. A strong brand identity goes beyond the who, what, where, and why to tell consumers how your goods can change their life. The brand strategy then communicates the purpose and position with the target audience. With, not to, because in this day and age of interactivity, these stories become interactive conversations.

Look for an agency that is responsive, proactive, and adept at articulating their ideas. A design agency should have a team of talented designers and artists to bring your brand to life. The essence lies in visually stunning yet meaningful designs that capture the audience’s attention and resonate with them. We're an LA-based full-service CPG marketing firm focused on beauty, lifestyle, food and cannabis brands of all sizes. Crave-worthy brand and packaging design experiences with clarity, character, and distinction. But by identifying the trends that matter and creating a strategy to capitalize on opportunities, CPG brands can thrive in 2022 and the decade ahead.

Open and transparent communication is critical to building a successful partnership with your marketing agency. It is essential to establish regular communication channels and ensure that both parties are regularly sharing information and updates. One of the first steps towards building a successful partnership with your marketing agency is to establish clear expectations and goals. This involves defining your marketing objectives and communicating them to your agency. By doing this, you can ensure that your agency understands your needs and can work towards achieving your marketing goals.

We designed a brand that doesn’t apologize for what it lacks, to help them cater to new appetites. While differentiation works at a product, service or price level, distinctiveness is all about building your brand world. Essentially, that’s everything that makes your brand instantly identifiable to customers. This new sub-brand fits seamlessly into Castrol’s overall brand architecture, illustrating how a cohesive structure can support diversification and innovation. By organizing their portfolio under a clear and coherent brand architecture, Castrol ensures that each new venture strengthens the master brand while maintaining clarity and focus for their customers.

Learn from interviews with some of the world's biggest brands, fastest growing companies, and disruptive startups. So, it may even be said that the cosmetic CPG brand appeals to all audiences possible, providing brands such as YSl, Kiehls, and Prada as well as, CeraVe, Garnier, and Kérastase. Consumers want to be sure that the company they’re buying from values their workforce, and this is clearly showcased through the carefully thought out brand touchpoints for each and every product. Nestlé owns a variety of sub brands in the CPG industry, including Nestlé Toll House Cafe, KitKat, Nespresso, Purina, San Pellegrino, and Stouffer’s to name but a few.

The main goal of CPG marketing is to create and maintain demand for these daily-use products by connecting with the target audience through various channels like advertising, promotions, packaging, and more. From small businesses looking to make a splash, to larger, established companies needing to pivot their message for younger audiences, Blue Bear Creative has got it covered. They specialize in social media campaigns, content creation, video production, and influencer partnerships. They're not afraid to think outside of the box and leverage emerging platforms like TikTok and Snapchat. Whether you're an emerging brand or a household name, Levitate Foundry can help you connect with your audience on a deeper level.

I admire brands that turn a perceived disadvantage or challenge into a unique advantage. Recognising and addressing their weaknesses is a great way to build people’s trust and credibility. The brand offers telehealth services, including hormone replacement therapy and sexual health. There is a particular focus on inclusivity, accessibility and sensitivity to the specific needs of LGBTQ+ people. This approach has made YT one of the top mountain bike brands, even in an already saturated market.

Galloway’s work with a pasta alternative brand serves as a compelling case study in effective positioning. The brand initially struggled with broad market appeal but found success by narrowing its focus to a specific consumer segment. This approach not only refined their product offerings but also influenced their distribution strategy, favoring direct-to-consumer (DTC) channels over traditional retail. A shift in focus from purely business metrics to delivering genuine value to consumers can transform a brand’s approach.

A packaging refresh revitalized the brand, boosting market share across its cocktail mixer and Ready-to-Drink lines. CPG brand positioning agency led our redesign with a consumer-focused approach, testing six concepts to identify one that boosted liking and purchase intent. Once you have received enough proposals, evaluate them based on factors like creative capabilities, strategic thinking, pricing, industry experience, and so on.

Strong brand identity, when continuously and consistently communicated, effectively builds brand, business, and market share growth with consumers. Their focus on brand development and logistical support ensures that your products reach the right shelves and thrive in a competitive marketplace. If you’re looking for a CPG brand positioning agency that combines creative branding with efficient logistics, Impact Group’s solutions can help streamline your operations while enhancing your brand’s visibility.

By offering fresh solutions to people’s needs, brands can carve out a unique market position and appeal to those seeking innovation. When you understand your audience deeply and know them in detail, you can tailor your messages, products and services directly to them. Identify specific demographic, psychographic and other relevant characteristics of your target audience. So, your ideal brand positioning should be tailored to your brand, stand out from the competition and appeal to your audience. It also involves analysing the preferences, perceptions and behaviours of your target audience, as well as studying your competitors and identifying potential gaps in the market.

That’s right – design is a potent tool for business growth today, driving sales, elevating a brand, and promoting customer loyalty. A well-crafted brand identity relies heavily on packaging and marketing design. CPG brand positioning agency often dictates how the customer perceives a brand and makes purchase decisions. We will track and analyze current perceptions of your product or service to understand who responds to your marketing messages. More importantly, we will understand who fails to respond and how we can garner interest among that missing but the desired audience, a key deliverable in our brand strategy consulting services.

Getting this balance right reinforces loyalty and prevents switching to private label, where perceived price gaps are closing fast. Staying relevant demands brands deliver real value, build trust, and adapt to a changing consumer. Consumers have drifted away from brands before, but our analysis of what’s happening in the market indicates this time is different. With cyclical concerns dampening consumer sentiment globally, price is winning over brand preference. Shoppers in every market are switching to less expensive alternatives, prioritizing price, quality, and value over brand recognition. It helps companies stay cohesive and unified in the way their brands are perceived.

Your brand positioning strategy is the conscious effort to create a clear image of your brand in people’s minds. In this article, you will find 18 brand positioning examples and effective brand placement strategies. In the world of Consumer Packaged Goods, if you’re not leading the pack, you’re getting left behind. CPG brand positioning agency must stay on top with a dynamic website that jumps out and grabs your viewers with engaging and enticing visual and written content that renders results – because that’s what it’s all about. A key arena is the competition for the switchers – the consumers who might stay with you today but are vulnerable to leaving tomorrow. They are particularly impulsive – for them, a good opportunity is more enticing than a brand name.

​If you're looking for a marketing agency that specializes in CPG branding and can help your brand stand out, look no further than CCI. Contact us today to learn more about our services and how we can help your brand grow and succeed in the highly competitive CPG market. A study conducted back in 2019 indicated that CPG companies were dedicating 21.9% of their marketing budgets on digital channels, compared to 13.6% for traditional marketing. But that was back in 2019, where digital advertising spend was projected to grow to just 22.8% of marketing budgets in 2020, before COVID. And before the mass migration of brands within the CPG industry to move to digital. We have high expectations for CPG marketing agencies like ourselves, because we know how badly you want to see your brand rocket itself to growth.

When enforcement practices aren’t automated or streamlined, brands risk allowing negative situations to spiral out of control, leading to missed opportunities for mitigation or correction. When customers encounter outdated, incorrect, or misaligned information, they lose trust, and your brand credibility takes a hit. This can lead to a decline in customer loyalty, reduced sales, and even long-term brand damage.

Innovation in product development gives brands another opportunity to occupy a unique market position. A 2023 global trend report by Ipsos reveals that most people believe companies can make a profit while supporting good causes. In fact, 63% of consumers would pay more for brands that demonstrate social responsibility.

As a top-rated CPG branding agency, we have extensive experience transforming lackluster companies into exceptional ones. If you're looking to gain an edge over your competitors, establish a memorable brand, and make a lasting impression in the CPG brand positioning agency, you've come to the right place. Our team of skilled graphic designers, copywriters, web developers, and brand marketing specialists is ready to craft an outstanding brand for you.