Brand Tone

professional, expert, and celebratory

Brand Values

• •Quality and Craftsmanship
• •Functionality and Expertise
• •Customization and Personalization
• •Community and Shared Success

Best Practices

• •Always Speak from Experience: Frame content from the perspective of an "exhibitor." Use "we" to refer to the community of handlers and owners. This reinforces the core brand identity of being "by exhibitors, for exhibitors."
• •Celebrate Customer Success: Make user-generated content and customer wins the centerpiece of your social media strategy. This builds community, provides social proof, and maintains a celebratory and positive tone.
• •Educate on Quality: Regularly create content that highlights the "why" behind your products —the benefits of kangaroo leather, the purpose of specific braid types, the durability of the core. This reinforces the brand's values of quality and expertise.
• •Use the Language of the Community: Incorporate specialized dog show terminology (e.g., "Best in Show," "Grand Champion," "BISS") naturally in your copy. This demonstrates authenticity and deep industry knowledge.
• •Maintain a Personal Touch in Customization: When discussing custom orders, emphasize the collaborative process. Use language like "designing with you," "your vision," and "a personal touch" to highlight the bespoke value of the brand.

Social Perception

Overwhelmingly positive within its niche market. Customers are viewed as "brand champions" themselves —loyal supporters who genuinely love the product and advocate for it. Reviews and social media interactions show that customers see the brand as a provider of high-end, reliable, and beautiful equipment that contributes to their success. The founder's origin story and active engagement resonate with customers, building trust and a sense of authenticity. They are perceived not just as a company, but as a fellow member of the dog show community.

Copy Examples

• •Strength in subtlety. Our handcrafted kangaroo leather leads are designed for flawless performance in the ring. Lighter than cowhide yet exceptionally strong, each lead provides the perfect balance and connection for a winning performance. Made by exhibitors, for exhibitors.
• •Another Champion in the ring! Huge congratulations to 'BISS GCH Moonlight's Grand Finale' on her Best in Show win this weekend! We're honored to see our custom lead as part of your victory. Share your champion moments with us! #ChampionShowLeads
• •From hand-selected Australian kangaroo leather to the final braid, every Champion Show Lead is a testament to quality. We build our leads to feel like butter in your hands and to last for years of wins. Invest in the craftsmanship your champion deserves.
• •Your dog is one of a kind. Their show lead should be too. Let's design the perfect lead together —from the color of the leather to the sparkle of the beads. Your vision, our craftsmanship. Let's make your next entrance unforgettable.
• •Why kangaroo leather? It's the choice of professionals for a reason. Its superior strength-to-weight ratio offers unmatched functionality and durability, ensuring a reliable connection when it matters most. Experience the Champion difference in the ring.