From a Scrappy Startup to a Multi-Million Dollar Brand

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?

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