While big budgets have the power to propel a distinctly average product, clever ideas developed with indomitable passion and authenticity can still guarantee success in the pet space. An innovative product created and developed by a dog-loving mother and daughter team, Dogmatic offers an effective solution to a very common issue. And it continues to clock up awards, with a loyal customer base across the globe.
Nobull asked Dogmatic MD, Zoe Lewsley, how they’re harnessing the power of word of mouth to build their family brand.
How did Dogmatic come about?
They say that ‘Necessity is the Mother of Invention’ and in truth, the Dogmatic brand evolved by chance rather than some grand scheme. The offering was always a simple one: a kind, comfortable solution to dogs pulling on the lead. Originally designed for our own use, demand has turned it into a brand bolstered by a lot of success stories and a very loyal customer base.
How has Dogmatic evolved over time?
What started as a solution for our own dogs back in the late 90’s, has grown into a full-time job for us. It all started with the leather headcollars we made for our own three Dobermanns. Once people saw us out and about with them, the requests started coming in and we began commissioning more for all sorts of different breeds. And we’ve never stopped. Word of mouth has been our most powerful marketing tool.
What do you think sets you apart?
Dogmatic does exactly what it says on the tin. Top quality, luxurious and functioning products to help people walk their dogs. Our products were made with meticulous attention to detail from the start, using only the highest quality craftsmanship, materials and fittings. We offered something game changing; complete yet gentle control, with a headcollar that didn’t ride up or go near the eyes. As dog owners, we understood that people wanted more control but also needed their pet’s comfort to be top priority. Dogmatic offers both and now we’ve added collars and specialised leads to complement the original headcollar range.
What’s your brand mission?
Alongside providing a kind, comfortable solution to dogs pulling on the lead, we want to enhance the dog walking experience for customers. We especially hate the idea of people having to give up their pets due to their inability to control them on the lead, especially older dog owners or anyone with a disability.
What are the core values that have helped you grow?
Aside from designing and supplying a quality, premium solution, sales support and great customer service have always been top of our values list. They’re the qualities important to us as consumers, so we always strive to offer the best service we can. Our customers have voted the Dogmatic ‘Product I can’t live without’ in the Your Dog Magazine Product Awards eleven times, so we must be doing something right!
Your website is full of reviews – is that something that’s important to you?
Customer satisfaction is so important. Much of the success of our brand has been down to word of mouth, after all. People contact us all the time to share the successes they have had with Dogmatic and we are very proud of every single review, photo and video we’re sent. We even get approached in the street and at shows by owners thanking us. It’s such a great feeling.
What’s your hardest challenge?
While creating product has never been a problem, we’ve never been particularly good at blowing our own trumpet. But thankfully our customers do it for us….and we’re getting better at it!
What would you say to dog owners about the importance of training their pet?
Having control of our dogs when out in public is more vital now than ever before. Some owners have disabilities and struggle to hold onto their dog, while others weigh less than their dog and cannot hold onto them. Some owners struggle with handling multiple dogs, dogs and a pushchair, wheelchair, scooter etc. We understand every single one of these problems and we’ve created the answer. Dogmatic keeps dogs under better control, kindly.
“Who could imagine exercising their horse without a halter? I cannot now imagine a dog being walked without a Dogmatic headcollar.”
Dog behaviourist, Dr David Sands BSc PhD CFBA
