September 16, 2025 Christopher Holmes

From Your Door to Store: How to Build a Brand

Every big brand started small — often at the kitchen table, with a handful of ingredients and a spark of an idea. But how do you take that idea and turn it into something people can actually buy on a shelf, online, or in a retail store?

At The Ingredients Store, we’ve seen founders across skincare, wellness, nutrition, and home fragrance make that leap. The journey is never exactly the same, but the steps often look like this:

1) Find the Gap (Trends & Opportunity)

Before you name anything, make sure there’s space for it.

Customer problem: What pain are you solving, for whom? Check market data and trends, not just gut feel.
Competitor scan: List the top 10 products in your niche. Note price, claims, formats, pack sizes, reviews.
Whitespace map: Plot Price (low → high) vs Benefit (basic → premium/scientific/artisanal). Where’s the under-served corner?
Trend sense-check: Look for rising formats (balms vs gels), ingredients (botanicals, superfoods), and formats (solid vs liquid, refill vs single use).
Proof points: 10 quick customer interviews beat guesswork every time. Ask what they buy now and what they wish existed.

✅ Output: a one-page “why us, why now” with your target customer, need, and point of difference.

2) Name it & Frame it (Brand Strategy)

A strong name and simple strategy will carry you a long way.

Positioning line: “For [audience] who want [outcome], we’re the [category] that [difference] because [reasons to believe].”
Naming checklist:
- Short, pronounceable, spellable
- Domain + social handles available
- No obvious trademark clashes
- Passes the “say it on a podcast” test
Voice & story: Pick three adjectives (e.g., warm, practical, expert). Write a 75-word “about” in that voice.

✅ Output: 3–5 name candidates, positioning line, tone of voice.

3) Identity & Packaging (Look, Feel, Function)

Make it recognisable and retail-ready.

Core identity: simple logo, colour palette with enough contrast, one or two typefaces.
Label hierarchy: product name → key benefit → how to use → INCI/ingredients or nutrition panel → safety/claims → size → RP/business details.
Pack choices: dose size, light/air protection, shipping durability, recyclability.
Mockups: front, back, in-hand, and shelf view. Check legibility at arm’s length.

✅ Output: a mini brand kit + print-ready label artwork with compliance space reserved.

4) Build the Product (Path to Market Readiness)

Choose the route that matches your stage and appetite for risk.

Small-batch / DIY: quickest learning loop, great for proof of concept.
White label / contract manufacturing: faster scale, your branding on proven formulas.
Custom development: maximum differentiation once you know your customer and claims.

5) Compliance & Safety (Category Essentials)

Non-negotiable from day one.

Skincare & cosmetics: CPSR, PIF, Responsible Person, label compliance.
Home fragrance: CLP labelling, IFRA standards, safety testing.
Nutrition & supplements: permitted claims, ingredient approvals, accurate panels, label compliance.
Insurance: product & public liability appropriate to your category.

✅ Output: a compliance checklist per SKU before any sales.

6) Routes to Market (Where You’ll Sell)

Pick one primary and one secondary channel to start.

Marketplaces (quick discovery, lower control):

Etsy (handmade/indie vibe, perfect for candles/skincare kits)
Amazon (scale & Prime trust, but fees & ops complexity)
Facebook/Instagram Shop (social discovery, easy checkout)

Your own DTC site (control, higher effort):

Shopify or WooCommerce for full ownership of brand, pricing, and data
Requires SEO content, PPC, email, and CRO investment

Wholesale/B2B (volume & credibility):

Independents, salons/spas, boutiques, farm shops
Be ready with trade pricing (~50% off RRP), MOQ, lead times, testers, and a simple line sheet

7) Performance & Growth (How You’ll Get Traffic)

Start small, measure, then scale what works.

Search/PPC: Google Shopping/Performance Max, branded search to protect your name.
Paid social: lightweight Meta prospecting + retargeting.
Content & SEO: “How to…”, “Best X for Y”, ingredient education, routines, recipes.
Email: capture on site; set up welcome flows and post-purchase care.
UGC & creators: seed products, amplify posts that land.
Reviews: automate requests, show them on PDPs and ads.

💡 Rule of thumb: only spend more on ads if each sale still leaves you with profit after costs.

8) Get Out There (Shows, Markets, IRL)

Face-to-face builds trust quickly.

Pop-ups & markets: test price points, get live feedback, grow local fans.
Trade shows: book buyer meetings, press, and partnerships. Aim for targets (e.g. 30 buyer chats, 10 samples, 3 range reviews).
Sampling: minis or scratch-and-sniff (for fragrance) with QR code to sign-up.
Follow-up: log contacts, email within 48 hours, send line sheet & terms.

9) Numbers That Matter (Keep Score)

Unit economics: COGS + packaging + fulfilment + platform fees + marketing = landed cost.
Pricing: leave room for wholesale and promos without killing margin.
Inventory: track reorder points to avoid stockouts.
Cash flow: align MOQs with realistic sales; avoid tying up cash in slow movers.

How we / TIS Helps (trusted partner)

Ingredients that scale: start at 1–5 kg, grow to boxes and pallets without reformulating.
Cross-category range: oils, butters, waxes, essential oils, salts, extracts for skincare, wellness, nutrition, and home fragrance.
Practical guidance: connections to testing/compliance partners and packaging options.
Speed: reliable lead times so you can launch, learn, and reorder with confidence.

Door-to-Store Checklist (print if you like)

☐ Gap analysis (who, what need, why us)
☐ Brand name, positioning, tone of voice
☐ Identity kit + compliant label layouts
☐ Product route chosen (DIY / white label / custom)
☐ Category compliance confirmed
☐ Primary channel live; secondary in plan
☐ Launch kit: reviews, email, UGC, PPC basics
☐ IRL plan: markets/trade shows + follow-ups
☐ Unit economics & reorder points set
☐ TIS supply plan (trial → scale)

Building a brand doesn’t happen overnight, but with the right ingredients, guidance, and steady steps, your idea can become something customers discover, trust, and love.

At TIS, we’re here to supply the ingredients, insight, and support to help you take that journey — from your door to store.