From a Scrappy Startup to a Multi-Million Dollar Brand

Fredrick Favour

Hi Beamer,

You’ve probably heard the saying, “actions speak louder than words.” While that may be true in some situations, when it comes to building a solid brand for your Startup, storytelling is essential - its power cannot be overstated. And it goes beyond just creating content. Content informs, but stories captivate. They create emotional connections, build trust, and ultimately, convert prospects into loyal customers. But how do you use this powerful tool effectively? Let me tell you the story of BarkBox.

BarkBox is a monthly subscription service that delivers a box of toys, treats, and chews for dogs. If you are a dog lover, you have probably heard of them. But do you remember the days when dog toys were just... dog toys? That was the reality before BarkBox came along in 2011. This company didn't just sell toys; they created adventures.

With content at the core of their business model, what sets BarkBox apart from the competition is their thoughtful, friendly, quirky voice that begins the moment you visit their site, sign up for their Pupdates email, or download the BarkBuddy app.

They use stories for everything, from their products, to their team, and their customers. BarkBox's content strategy starts with a compelling narrative, and their toy designers create a collection of treats and toys to support that story. The story then extends to all of their marketing channels.

Instead of just a storefront, their website is a portal to a world of playful pups and tail-wagging excitement. Their email campaigns are not just promotional blasts; they are heartwarming, relatable narratives of dogs living their best lives.

The result? BarkBox went from a scrappy startup to a multi-million dollar brand, all thanks to the power of storytelling. They didn't just sell products; they sold emotions, experiences, and a community that dog owners craved.

In a 2018 interview, when BarkBox's Head of Content, Stacie Grissom, was asked "Why do you create content?" she said "Our philosophy as a company has always been that we’re not the party promoters—we are the DJs at the party. We’re responsible for creating the atmosphere that makes customers want to participate in the peripheral conversations rooted around our product. We create content to start the conversation with people and to have a conversation that’s not about products."

But what's their secret sauce to brand storytelling? I've curated that for you.

Find your authentic voice. Don't try to be someone you're not. Your audience will connect with genuine stories, so let your brand's personality shine through.

Focus on your "why" more than your "how". What's the driving force behind your startup? What problem are you trying to solve? Share your passion and mission with your audience.

Focus on emotions - facts and figures are important, but they don't tug at heartstrings.

Keep it relatable because people connect with stories they can see themselves in. In fact, they connect more with genuine stories and imperfections.

Learn the art of crafting compelling narratives. Use strong verbs, vivid imagery, and a clear plot to keep your audience engaged.

When all is said and done, storytelling is a marathon, not a sprint. People don't just buy products, they buy into stories. So, what's your brand story?

This week’s newsletter is powered by The Startup Corner.

The Startup Corner is an online platform where you can shop for a variety of services tailored for startups. These include business strategy consultation, design services, website development, digital marketing, and more.

You can now shop your favorite merch items on The Startup Corner Store.

What else is happening around the world?

Here are our Recs for the week!

🍔 Eat: Pigeon Peas 🛍️ Buy: Comprehensive 360 Marketing Campaign with 40% discount 🍿 See: Blood Vessel 🎧 Listen: Hero by Mariah Carey 📖 Read: Risk and Return: A journey of entrepreneurship and self-discovery in Africa by Yomi Jemibewon 🏆 Win: Free Ticket to Funtrip Lagos 2.0

What are people hiring for now?

Kings Choice Global Recruitment - Computer Vision Engineer

Whales Technology - Social Media Manager

Visa - Finance Director, Nigeria

Loubby AI - Merchant Specialist

Benel Energy Resources -Business Development Team Lead

Inovacao limited - Sales Business Development

At VisualHQ, we're not just about providing creative services like UX, brand identity, design, development, and marketing. Our goal is to be your steadfast companion on the journey of startup success. That's why we've crafted The Beam, our weekly newsletter.

Each week, we curate a selection of the most relevant and insightful topics, interviews, and case studies from industry experts and thought leaders. Our team scours the in-depth scenes of business trends, marketing strategies, technological advancements, and emerging markets to bring you the most valuable information to fuel your success. Together, let's ignite your ideas and shine a spotlight on the endless possibilities that lie ahead.Let’s Collaborate!