The 3 ways creators are launching brands

Let’s rewind to 2020.

A creator signs a deal to put their name on a snack. It’s cute. It sells out. Everyone thinks they just “made a million dollars overnight.”

Fast forward to today, and creators are building real companies.

Some co-found brands. Others quietly license their name for passive cash. A few go all in, hire teams, and become actual operators.

But most people don’t tell you that there are levels to this game. And if you’re launching (or thinking about launching) a product, knowing these levels can save you time, money, and burnout.

Let’s break it down.

1. Licensed IP & Endorsements

A creator licenses their name, likeness, or brand to a third-party product. The creator doesn’t manage the business, they simply receive royalties or a flat fee.

This is the most passive way to monetize a personal brand. A company handles the product, supply chain, marketing, and fulfillment. You lend your influence. They pay you for access.

Why this works:
Low effort, low risk, and a quick check. You’re not managing customer support. You’re not dealing with shipping. You just show up in the ads.

Why this can backfire:
You’re not in control. And if the product sucks? Your name’s still on it. Fans can smell when something’s not really you.

Stat: Licensing deals are expected to surpass $340B globally in 2025, and creator-branded IP is a growing share of that pie. But it’s crowded, and trust is everything.

Another Stat :):63% of Gen Z say they’re more likely to buy if a creator is authentically involved.

Endorsement ≠ ownership.

2. Equity Partnerships & Co-Owned Brands

The creator becomes a part-owner of the business. This could mean equity in an existing company, or co-founding a new one from the ground up. You’re involved in shaping product, branding, and go-to-market.

This structure balances brand integrity with startup support. You gain equity without having to run every part of the operation. Think of it as being a strategic partner, not the CEO.

Why it works:
There’s skin in the game. Fans see that. And when the brand wins, you do too.

Why this can backfire:
It takes time. You might wait months (or years) to see your first real payout. And you’re now kind of an entrepreneur.

Stat: MrBeast’s Feastables reportedly generated over $100M in its first year. Co-owned brands like Chamberlain Coffee and JOYRIDE follow the same blueprint, founders with real skin in the game.

3. Founder-Led Brands (Independent Companies)

You, the creator, are the founder and majority owner. You build the business from scratch, assemble a team, and manage everything from supply chain to marketing.

This is the highest-effort, highest-reward path. You have full control over the product, margins, customer experience, and brand legacy.

Why it works:
It’s your brand. No middleman. No compromises.

Why it’s hard:
It’s all you. Even most “solo founder” creators still partner with operators behind the scenes.

Creator-led brands like Skims (Kim Kardashian) and Prime (Logan Paul & KSI) show what’s possible—but they all rely on serious backend support.

The reason most creator brands stall isn’t a bad idea, it’s bad infrastructure. Choosing the wrong model (or not choosing one at all) can lead to burn-out, slow launches, or losing control of your brand.

If you're launching something new or trying to make sense of your current setup, knowing how you're structured is step one. From there, you can build the right systems around it.

And if you're not sure? That’s what I’m here for.

Email me at [email protected] if you’re an established creator looking for guidance on creating products for your audience.