Written by Canon Wing

I teach entrepreneurs and organizations the proven action steps to stand out within their market, improve the perceived value of their business, and better connect with their audience through naming, branding, storytelling, and communication platforms.

January 21, 2022

[CASE STUDY: GoPuff] The Dial-It-In Brand Strategy

Today we are answering the question on every Entrepreneur’s mind: How Do I Come Out of Nowhere?

Still, think you need a lot of money and experience to launch a successful startup? GoPuff was a delivery service launched by two 20-year-old college students who had one car in between them and were tired of having to flip a coin over who had to make a late-night run to the convenience store to satisfy their munchies after a night of studying and weed-smoking. Seriously.

But there wasn’t a delivery service available that accommodated their night owl college lifestyles, or their college budgets.

And that’s how they got the idea for GoPuff: A delivery service that supplied convenience store items every night until 4:20 a.m. Which is pretty funny, totally unapologetic, and well…

Fast forward 7 years and one pandemic later, and venture capitalists are clamoring over one another to hand over 100’s millions of dollars to these guys to help them continue to build the ultimate online convenience store. So how’d these two proverbial David’s manage to conquer Goliath? How did GoPuff build a profitable business with a minimal budget that spoke to a giant need?

It’s called the Dial-It-In Brand Strategy.

And you can do it too.

There are 3 major keys to this strategy, and I’m going to give you one right now. Be sure to watch the full episode above to learn all 3 keys to the Dial-It-In Brand Strategy, and don’t miss out on the exclusive RSVP to join my branding webinar!

Let’s get into it!

The first key is to: Dial-In Your Brand’s Voice.

So what does it mean to dial in your brand’s voice? It means that your brand’s point-of-view, your brand’s personality, is so authentic that who your brand is, and what your brand stands for becomes immediately recognizable to anyone who encounters your brand.

GoPuff’s voice is humor, and enthusiastic.

The name GoPuff is funny. It’s light-hearted. It’s irreverent, and a little edgy— a little against the grain, right? It’s a point-blank reference to smoking weed. Their POV of never needing to leave your house to make a one a.m. munchie-run again is authentic, humorous, and relatable to their target audience. (Which, in the beginning, was other college students but has grown WAY beyond that since they launched, and we’ll talk about that in a minute.)

What makes their voice so dialed-in is that you can find that humor and enthusiasm not just in the way the brand markets itself online, or the way it shows up for their customers, but it’s also the way they show up for their suppliers, their shareholders, their investors, and for their employees as well. It’s authentic! No pulling back the curtain and discovering it was all just some ruse.

By now you’ve heard about the importance of being an authentic brand. And having a dialed-in voice, a dialed-in point-of-view— THIS is what it means to be authentic as a brand. It means your brand’s voice is consistent, reliable, entirely dialed in from top to bottom, inside and out.

What is your brand’s POV? What does your brand stand for? What will your brand NEVER stand for? Name your brand’s voice. Get that clarity for yourself, and then use it as the guiding light to inform your every move. Ask yourself at every turn, “Is this action, is this choice, is this behavior…aligned with my brand’s voice?”  And just keep dialing it in!

Consistency of character builds trust! When we feel like we TRULY know your brand, we begin to feel like your brand truly knows us, and that’s when we fall in love. It’s the brand that knows its customers best that wins brand loyalty, and no matter what business you are in, you better believe that brand loyalty is your business plan.

Thank you so much for joining me today! I hope the Dial-It-In Branding Strategy has you motivated to go all in, and start building your brand fearlessly and without reservations. Be sure to watch the full episode and subscribe to my channel. I release new masterclasses every Tuesday and Thursday. You don’t need a lot of money, a business degree, or a wealth of experience to be successful in today’s digital marketplace. So get out there and love what you do, and love how you do it!