Hey dog people!
Let’s talk values. Running a dog business is more than just training sessions and invoices—it’s about building something that feels true to who you are. But let’s be real: staying authentic while managing the hustle isn’t always easy.
If you’ve ever felt torn between doing things your way and what the industry “norm” says you should do, you’re not alone. The good news? Aligning your business with your core values isn’t just possible—it’s the secret sauce to creating something sustainable, profitable, and meaningful.
Let’s dive into what it takes to create a business that reflects your values, attracts your ideal clients, and supports your goals without leaving you drained.

Step 1: Define Your Core Values
Your values are the heartbeat of your business. Without them, it’s easy to get pulled into trends or strategies that feel off. To build a business you love, you need to start with a clear sense of what you stand for.
Ask Yourself:
Why did I start my dog business in the first place?
What principles guide my work with dogs and their owners?
How do I want clients to feel when they work with me?
Examples of Values:
Compassion and empathy for dogs and their humans.
Ethical, force-free training methods.
Prioritizing relationships over quick profits.
Action Step: Write a values statement that serves as your decision-making compass. Use it to guide everything from how you market yourself to how you interact with clients.
Step 2: Build a Brand That’s Undeniably “You”
Your brand is what people think and feel when they interact with your business. When it’s aligned with your values, you’ll attract the right kind of clients—those who respect your approach and share your philosophy.
How to Infuse Values into Your Brand:
Visuals That Resonate: Choose colors, fonts, and imagery that reflect your personality and style.
Messaging That Connects: Speak directly to your audience’s pain points and highlight your commitment to transforming the lives of your clients.
Social Proof That Speaks Volumes: Showcase testimonials from clients who are singing your praises.
Action Step: Audit your website - does your “About” page clearly explain your mission? If not, update it to reflect who you are and what you stand for.
For help creating posts that resonate, check out these 10 Easy Dog Training Social Media Post Ideas.
Step 3: Attract Clients Who Are a Perfect Match
When you try to appeal to everyone, you attract no one. The magic lies in targeting clients who vibe with your approach and see the value in what you do.
Steps to Find Your Ideal Clients:
Create a detailed profile of your dream client: What do they care about? What are their pain points?
Use content marketing to speak directly to their needs (think blog posts, videos, and Instagram stories).
Build a referral network with other pet professionals—vets, groomers, and pet stores are great places to start.
If you’re not seeing results on social media, read through “Why Am I Not Getting Dog Training Clients from Social Media?” for some ideas on a strategy refresh.
Step 4: Streamline Your Systems to Stay Focused
Let’s face it: misaligned or messy business systems can drain your energy faster than a double-booked schedule. Aligning your systems with your values doesn’t just save time—it keeps you focused on the work that lights you up.
Systems to Streamline:
Client Onboarding: Use tools like Dubsado to automate contracts, intake forms, and invoices.
Content Scheduling: Batch-create posts that reflect your philosophy, and use apps like Later to schedule them ahead of time.
Boundary-Setting: Define work hours and stick to them. No more midnight client texts!
If you’re overwhelmed by social media, Focus Your Dog Business Social Media with a Simple Content Schedule can help you create a rhythm that works.
Balancing Passion with Profit
Here’s the thing: staying true to your values doesn’t mean leaving money on the table. In fact, clients who align with your mission are often willing to pay a premium for the experience you provide.
Your dog business should be a reflection of your passion, purpose, and values. By defining your core values, building an authentic brand, attracting the right clients, and streamlining your systems, you can create a sustainable, profitable business that aligns with what matters most to you.
If you want to a dog business that feels like an authentic expression of your values...
Join the waitlist for my new program, The Sustainable Dog Biz.
This 4-week live implementation program combines personalized 1:1 coaching, community support, and actionable strategies to help you build a thriving, values-driven business.
Together, we'll dig deep into your core values, strengthen your business infrastructure, and create a visibility plan tailored to your goals.
With practical resources and a focus on sustainable growth, you’ll walk away with the tools to cultivate a resilient business that lasts for years to come.
Spots are super limited - this is a live program with 1:1 coaching, so I only work with a small number of dog business owners during each live container.
About Me
I’m Mattison Skoog-Simpson, a certified dog trainer and behavior consultant (CPDT-KA, CDBC) with a degree in advertising and a background in corporate system solutions.
I help professional dog trainers and dog business owners implement strategic Organic Marketing plans in their business and use social media to reach their dreamiest clients without breaking the bank or burning out.
Follow me on Instagram @TheDogBizNerd and @FreedbyTraining.

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