Real Brands Don’t Wait for MVP Product to Launch

Jul 2

1. Why You Should Have A Website Before You Have A Product

You don’t need inventory. Or an MVP. You need intrigue.

Let’s reframe this: a website at this stage isn’t about selling. It’s about building equity with your ideas. It’s about creating buzz before the thing even exists. It’s the litmus test for whether the world gives a damn—and whether you should keep going.

Still think websites are for post-launch polish? Think again. A website is your first proof of concept. Your digital pitch deck. Your invitation to the party. It’s what makes your idea feel real—to investors, to early adopters, and maybe even to yourself.

Most of the brands you admire started with a splash page and a dream. No product. No problem. They led with vision, with aesthetic, with vibe.

Let’s be clear: waiting to build your website until everything’s "ready" is like waiting to be fluent in French before you order a croissant. The point isn’t to have it all figured out. The point is to start the conversation, shape perception, and—here’s the big one—prove you exist.

A well-thought-out site gives you:

A place to send investors who ask “can I see more?”
A platform to start collecting emails (if you’re not list-building, what are you doing?)
A testbed for your tone of voice and visual identity
A home for mockups that make your idea look a hell of a lot more real than your Notion doc
A way to run presales, early access offers, or waitlists

Your website is your first impression. And like any good bluff, it only has to be good enough to get you to the next round. That’s not deception—it’s brand strategy. We said what we said.

For more on how branding drives momentum, not just polish: Minimum Viable Identity.

2. The Secret to a Successful Pre-Product Launch

So what do you actually put on a site when the product doesn’t exist yet?

Answer: A point of view. A purpose. And a plan.

Here’s the real formula:

Homepage: You’re not selling the product. You’re selling the why. Lead with the tension you’re solving. Make people feel the need before you pitch the fix. Think manifesto, not marketplace.

Timeline / Roadmap: Be transparent about what’s next. It builds trust. Even if your roadmap is vague, show movement.

Mockups: No product? No problem. Show what it could look like. High-fidelity renderings. Fake packaging. UI prototypes. Aspirational or bust. Concept, concept, concept. You’re not lying—you’re proving feasibility.

Email Capture: If there’s no signup form, you’re leaving value on the table. Offer early access. Drop previews. Promise chaos. Just get emails.

About Page: Who are you? Why are you doing this? What's broken, and how are you better? Keep it punchy. If your About page sounds like it was written by ChatGPT, start over.

Big Brands Do This Too: Let’s not pretend this is just a startup thing. Major CPG companies don’t even greenlight product development until the mockup tests well. Buyers commit before factories start production. Why should you do it any differently?

The goal? Build heat before you launch. Make it look like something people are already missing.

For examples of how storytelling drives traction (even when the product’s half-baked): Nothing Says Premium Like a Half-Baked Amazon Page, and Why Saying "Yes" Is a Brand Strategy.

Final Thought: You’re not building a website. You’re building belief.

Waiting until you’re “ready” is the slowest way to go nowhere. A killer pre-launch site sets the stage, builds the hype, and gives your brand a place to live before the product ever ships. And if you do it right, it’ll help shape every other touchpoint—packaging, socials, product design, and beyond.

Need help making that story stick? You know where to find me.