There a lot of ways you could structure it. There really is no right or wrong in getting creative with it. You could do a buyback or you can distribute dividends. You could even use the tokens as an exchange for a product or service that the company is producing which is essentially what kickstarter is doing.
Downside is the dividend distribution tends to exclude US based investors for whatever legal reason (I don't know the specific why reason though)
In the U.S. a dividend automatically makes the token a security. Once it is a security it has to be registered as such. It is cost prohibitive as it can literally cost you millions of dollars.
To get around U.S. laws you have to create as much utility in the token as possible. make it look more like a product than an investment.
This is a gray area but it is currently the strategy for companies that want to launch domestically in the U.S.