Welcome to Wear Wag Repeat Podcast Episode 30: Kim Dow of Sass Studios helps other women and pet run businesses get their branding and marketing in order. Do you know who your target audience is? We’ll get into why you need to know and how it will help you grow your pet related biz. Plus learn about some productivity apps that are great for people who run multiple businesses. Let’s dive in!


Kim Dow is an entrepreneur at heart. She’s combined her creative spirit with her drive to empower women and her love of animals to start three award-winning businesses. Her flagship company is Sass Studios—a boutique branding and creative design studio that specializes in supporting and empowering women-owned and pet-related businesses by helping them cultivate their visual “voice”.  

Kim also launched Sass Magazine that covers a variety of topics including career, wellness, travel, style and more, as well as special features on women doing amazingly kickass things! Additionally, Kim recently launched EverydayDogMagazine.com, a lifestyle website for modern day dog owners and lovers.  

When not at work, Kim can be found hanging out at home with her husband and high school sweetheart, Jimmy. They share their Frederick, Maryland home with their rescued animals, two pitbulls (Kai and Bruce) and their very old, but very spunky cat.

Podcast Episode 30: Kim Dow of Sass Studios

Tori: What are the most important questions to ask when figuring out your “visual voice” for a pet business?

Kim: You need to ask yourself who your target audience is, and really hone in on that. Maybe your audience is everybody, but you can’t come up with one thing that appeals to everyone. So think about who your dream client is. Every time you create a visual, have that person in mind so you’re speaking directly to them.

Tori: Brand “about” pages are my pet peeve! Do you have any advice for creating a website that really connects with your audience?

Kim: Your website is one marketing tool out of many that you have. If you’re in a pet business and talking to consumers, your pet site might have the personality of you or your pet. Try to write using your own voice as if you’re talking to a friend. Adding in fun facts or phrases can add a lot of personality. Keep it smart and sassy!

Because the pet industry is so personal photos of you with your pet or you and your customers establishes trust with your customers before they even meet you.

Tori: How do you come up with content for Sass Magazine and Everyday Dog Magazine?

Kim: It’s a hub of creativity here! We think about what we’d want to know as dog lovers. Basically, we’re our own audience! We also love reaching out to other dog bloggers and dog organizations and have them submit stories.

We’re always looking for guest contributors, so reach out to us. Even if you don’t have a specific story idea, we can suggest something.

Tori: What advice would you give to pet-entrepreneurs who want to leave the 9-5?

Kim: You’ll know you’re ready to take the leap when it’s all you can think about. Plan ahead if you can. When I left my 9-5 I planned a year in advance. I worked on my website, branding, etc to get everything lined up so I’d be ready to leave at the end of that year.

You don’t have to know everything to start your own business. You need to be motivated and have a drive.

Tori: Tell us about your pit bulls Kai and Bruce. How did they come into your life?

Kim: Kai is 13 and Bruce is 11, they’re both rescues pit bulls. We got Kai 12 years ago, and when he was about 6 we got Bruce. Since they’re both males we made sure they got along before making it permanent. Now they’re companion animals for each other!

Wear Wag Repeat Podcast Episode 30 Kim Dow


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