Building a product brand from scratch with Bell & Bone’s Arianne Sackville | #519

Building a product brand from scratch with Bell & Bone’s Arianne Sackville | #519

Want to know how to build a product brand from scratch? In my humble opinion, not enough business owners put enough effort into building a strong, healthy brand. Fortunately, today’s guest isn’t one of them. From scratch, she’s conceived, created and built a premium pet food brand that in just two years has achieved some significant growth. It’s a fancy pants episode 519 of The (11 year-old, award-winning) Small Business Big Marketing podcast.


Big Episode Today

  • Cubicle escapee Arianne Sackville takes us behind-the-scenes of how she’s built a premium dog food brand … from scratch.
  • This week’s motivated listener is a marketing idea implementing machine.
  • And I let you in on next week’s episode which you are going to find ridiculously helpful!


A Little More About Bell & Bone’s Arianne Sackville

Arianne Sackville has brought her two passions in life together – dogs and nutritious food – to create a premium dog food brand she lovingly calls Bell & Bone. Following her escape from the corporate cubicle in her late 20s, Arrianne launched Bell & Bone as a result of her frustrations with the commercial pet food products on the market.

Two years, and three product lines later, Bell & Bone is available in 250 stores nationally, and she’s exporting to Hong Kong, Macau, Singapore and Thailand and her online sales are doubling every single month.

There’s a lot to love and learn from how Arianne has created this brand from scratch including lessons in great design, making personal connections with key opinion leaders, brand collaborations and building a community of raving fans.

I started off by asking Arianne the obvious question … does she taste her own product!


Timbo’s Top 3 Attention Grabbers

  1. I loved the way she interviewed 10 graphic designers before choosing the one she went with. Plus she looked beyond their work, and got a sense as to whether they’d be great to work with.
  2. I love her Parties in the Park idea – not very COVID-19 friendly, however, it does beg the question … What can you do to bring your community together and give them a sense of belonging? If you crack that nut, then let me know 🙂
  3. And I love her view around face-to-face connection – flying up to Brisbane to meet that prospect was a genius move.


Last Week’s Episode of The Small Business Big Marketing Podcast

Running a $200M heart-centered business with Rashay’s Rami Ykmour


Monster Prize Draw Winner

Louisa Logue of Owlete Active.


Thanks for tuning in. May your marketing be the best marketing.



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