For many founders, the dream of building a successful startup is exhilarating. But for Veronica McGibney, the founder of Hoodies and Wine, the reality of entrepreneurship is a far cry from the polished success stories you often hear. It’s a mix of sleepless nights, self-doubt, and relentless juggling - especially when you don’t have the budget for a full marketing team or a CMO.
In her years of working in sales and startups, McGibney experienced the same struggle: marketing a product without knowing how to communicate the brand’s story or purpose. She saw firsthand how easy it is for early-stage businesses to throw money into marketing without understanding the very core of their brand, and the results were almost always disappointing.
That’s when McGibney realized something fundamental: Branding comes before marketing.
The Hidden Struggle of Early-Stage Founders
The problem isn’t that startups don’t have potential; the issue is that many founders feel scattered, overwhelmed, and unclear about what their business truly stands for. They dive into marketing tactics - ads, SEO, influencer partnerships - with enthusiasm but quickly burn out when they realize their message isn’t connecting with their target audience.
“Without a clear brand foundation, marketing feels like you’re throwing darts in the dark,” McGibney says. “When the message is unclear, the visuals are inconsistent, and the positioning is vague, marketing dollars are wasted.”
That’s where McGibney’s Brand Before Marketing philosophy comes in. She created Hoodies and Wine to help early-stage founders stop wasting time, money, and energy on marketing strategies that don’t align with their business’s true identity. Instead, McGibney focuses on providing the clarity that businesses need to make decisions with confidence and launch marketing efforts that are far more impactful.
From Chaos to Clarity: A Founder’s Journey
Building a business isn’t just about getting the logo right or designing a website. For McGibney, it’s about helping founders define who they are, who they’re serving, and how to communicate their story with authenticity. This process of branding before marketing is what sets her apart from typical branding agencies.
“I help founders understand that branding is much more than a pretty logo or color palette,” McGibney explains. “It’s the heart of the business. It’s the story behind the product. It’s the clarity that helps founders navigate the chaos of scaling a business. Once you have that, marketing becomes a lot easier.”
McGibney’s approach is rooted in empathy, experience, and a deep understanding of the unique pressures early-stage founders face. She’s been there. The constant self-questioning. The sleepless nights. The overwhelming to-do lists. The difference now is that, with branding first, founders can breathe easier knowing that every step forward is aligned with their vision.
Why Early-Stage Startups Should Embrace “Brand Before Marketing”
In today’s startup world, it’s common for founders to rush into marketing without solidifying their brand foundation first. They might invest in paid ads or flood social media with content, hoping it will drive sales, but without a clear brand, these efforts are often disjointed and ineffective.
Branding before marketing isn’t just a smart move; it’s a game-changer. For McGibney, it’s about giving her clients the tools to make decisions faster, to stop second-guessing themselves, and to show up with confidence in their messaging.
“When founders embrace branding early on, they scale faster,” says McGibney. “They don’t just grow their businesses; they grow them with intention. They know exactly who they are, who they serve, and why they matter. And that clarity leads to more meaningful, consistent marketing efforts.”
Helping Founders Find Their Confidence
For many early-stage founders, it’s easy to feel overwhelmed, isolated, and unsure of how to communicate their value. But at Hoodies and Wine, McGibney is changing that. She’s not just another branding studio. She’s a strategic partner who guides founders through the often murky waters of building a brand from the ground up.
“My goal is to make my clients feel seen,” says McGibney. “To give them the clarity, confidence, and courage to show up boldly. That’s what branding does - it empowers you to make decisions that are aligned with who you are and what you want to create.”
And this clarity isn’t just theoretical. It’s practical. It’s the difference between sending out random emails, and knowing exactly what to say to connect with your target audience. It’s the difference between posting on social media without purpose and creating a content strategy that speaks directly to the heart of your ideal customers.
A New Model for Startup Growth: Branding First, Marketing Second
Hoodies and Wine is the go-to branding strategy company for early-stage founders who need clarity, strategy, and a deep understanding of how to align their business with their marketing efforts. McGibney’s unique blend of strategy-first branding helps businesses create the foundation they need to scale - without the high costs of hiring a full marketing team or CMO.
“Branding isn’t something you can just rush into,” McGibney says. “It’s about building a business with intention. When founders get this right early on, they start scaling faster — and with less burnout.”
Are You Ready to Build a Brand That Works?
If you’re an early-stage founder feeling lost in the sea of marketing options, it’s time to pause and build the foundation your business deserves. Don’t wait until you’ve wasted thousands of dollars on marketing strategies that don’t convert. Start with branding.
Get in touch with Hoodies and Wine today to create a brand strategy that will help you show up with clarity, confidence, and alignment. Build a business that feels like you - and start scaling with purpose.
For more information about Veronica McGibney and Hoodies and Wine, visit hoodiesandwine.com
Follow her on Instagram: @hoodiesandwine
Follow her on LinkedIn: @VeronicaMcGibney
