Dip's Road to £10M

The Real ROI of a Brand: Dip's Road to £10M

I've just been sent Dip's latest sales graph. When we first partnered with Dip, it was a £1m business. Two years on, it's on track to hit £10m this year.

There's a small marker on the graph showing when we started working together.

I'd love to say all of that growth was down to Blink Twice. It wasn't. It's down to Charlie, Dip's founder, and a brilliant team putting in the graft every day: making great products, talking to customers and making the hard calls.

What I do see in that graph is what a brand does when it's built properly. It compounds.

See the full project

The problem with measuring brand

Ads and campaigns are easy to put on a chart. A brand never has been. You can't draw a straight line from a new logo to revenue. The effect is slower, it builds over time, and it's hard to isolate.

That's what I started Blink Twice to change.

Working with growing brands, we've learned that a brand doesn't sell much directly. What it does is give a good team something to win with. Sharp positioning makes every sales conversation easier. A clear story and a distinctive identity make each piece of content and each touchpoint do more. Over time, those add up.

What actually moved at Dip

We never ran or touched Dip's ads. What changed was the brand underneath them.

Laundry was a category of clinical, joyless packaging that lived under the sink. Dip could have tried to be the greener option or the cheaper one, and stayed one good choice among many. Instead we made the Blue Ocean Move and positioned Dip as the first home wellness brand, borrowing its codes from beauty and lifestyle. Then we built the identity and the system that let the team show up the same way on every channel, so the brand stayed itself while the business scaled.

Why it matters more when you're small

The brands that break through tend to treat their brand as infrastructure, whatever their budget.

When you're small, your brand has to work harder than anyone else's. You can't afford mass awareness, and you can't afford weak conversion. Every impression has to count.

That's where a strong brand pays off: it makes a good product and smart distribution go further.

What's next for Dip

We started working with Dip again at the end of 2025, to get the brand ready for its next stage. New audiences and new channels mean the brand has to grow with the business. That work is rolling out now.

I'll report back on the results.