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Neutralizing Stench

I love being a professional pet groomer. It’s creative. It’s gratifying. There’s nothing better than having a dog leave your salon looking and smelling amazing.

Being a professional pet groomer means we are problem solvers. Our clients do not have the skills – nor the products – that can solve many coat problems. As pet professionals, we know which products and tools work.

My husband and I live on 160 acres. We have approximately 6 acres enclosed with Invisible Fence. All four of our 100+ pound dogs can roam unsupervised. This keeps our dogs safe – and out of trouble – while giving them the luxury of freedom. Most of the time it works.

Occasionally, it does not.

I was driving back from the farmers market when I got a call from my husband. He was headed out for an appointment and called the dogs into the house. All of the dogs came bounding up to the door like they typically do. However, two of the dogs seemed to be especially proud of themselves. As they got closer, my husband understood why. THEY STUNK TO HIGH HEAVEN!!!!! Especially one of them. Cache was absolutely covered in something very black – and very gooey. You could hardly get near them without wanting to vomit.

Because he was headed out the door, he simply called me and told me what to expect when I got home. I didn’t think much about it, our dogs are rolling in things all the time. He simply shut them back in their “dog room” towards the back of the house.

20 minutes later I stepped through the front door and was virtually attacked by the odor. This was as bad as a direct skunk hit – maybe worse. I made my way to the dog room and peered over the half-door. (By this time I was holding my breath.)

I had never seen a dog so successfully cover herself in a foul material. Heck, Cache even had it on her tail! I booted all the dogs out immediately and set to work steam-cleaning the back room before I tackled the dogs themselves.

I knew I had my work cut out for me. Not only are our dogs all over hundred pounds – they’re extremely heavily coated. At our home, we do not have standard professional grooming tubs or tables, but we DID have the products and tools to wash, clean, and neutralize the foul substance that was all over two of them.

Once I got the back room cleaned up, it was bath time for the pooches. Needless to say, they were not thrilled with me as I gingerly clipped leads to their collars. They were quite proud of their accomplishment. Down to the horse wash rack we went. It wasn’t the most sophisticated dog bathing station – but it worked.

A long time ago, I learned that the Coat Handler product line is my ‘go-to’ product of choice for all my bathing needs. One of the best odor neutralizing products on the market is Odor Handler. There are literally thousands of uses for this product. I personally use it so much (and not just on dogs) that I keep and 9 1/2 pound container of it in the laundry room! Down in the barn, we keep gallons of Coat Handler’s 15 to 1 Shampoo, Coat Handler Conditioner, plus a high velocity dryer for our horses.

My products and tools of choice for this project: Coat Handler 15 to 1 shampoo mixed in a squirt bottle with a generous scoop of Odor Handler and hot water, a long-handled scrub brush, a firm horse brush, a rubber curry, and a garden hose. (Luckily it was 80 degrees outside so no one minded a cool bath!)

I did my best to hose off the bulk of the offensive material clinging to their coats. Luckily it was water-soluble so with the water pressure from the garden hose, I was able to remove most of it. But the odor still remained.

I generously applied my hot soapy solution of shampoo and Odor Handler to the soiled areas. I worked it in with a rubber curry (there was no WAY I was going to touch that nasty stuff with my bare hands!) Then I went back with a horse brush to really work it into each strand of the hair. I finished with a smaller handled brush to deal with the hard to reach places. I let the solution sit for approximately 10 minutes before thoroughly rinsing the dogs until their coats were squeaky clean.

It was time to use my gallon jug of Coat Handler Conditioner. I poured generous amounts into my hands and applied it to their coats, straight. I did not rinse out the conditioner.

I let them have a few generous shakes before I proceeded with towel drying. Then, I pulled out my trusty K-9 II high velocity dryer. I needed them to be dry so I could see if I had been successful with neutralizing the foul stench before I let them back into the house.

By that night, all of our dogs joined us in the living room, lounging at our feet. Everyone had a slight scent of baby powder which was much more appealing to my husband and me.

The reason I was so successful in neutralizing the odor was because I had the knowledge and the tools at my fingertips. As a pet grooming professional, it’s up to us to know the products and techniques that work the best. I’ve tested many products over the years, and the Coat Handler line of products (especially Odor Handler), beats everything else, hands down.

Just ask our noses – and Cache, of course!

Happy trimming!

~Melissa

The Aha! Moment

It’s no secret that I love learning new skills, ideas, and applications — it’s the main reason why I love the pet grooming industry so much. You can never learn it all. There is always something new, different, or enlightening to learn.

In 2010, I founded the Learn2GroomDogs.com (and cats) streaming video library. I have directed and produced over 400 educational grooming video shoots. Each one is both a lesson and a demonstration. Every video inspires and teaches me something new. I’m constantly having my own ‘Aha! Moments’ – even after 30 years in this business!

I’m proud to be able to bring the quality of training directly to you that will challenge, educate, and energize the student in you. All you need is access to the internet and you can have your own ‘Aha! Moments’ wherever you are. Our Training Partners have earned their right to be labeled “the best professional pet stylists in the country.” They are simply amazing.

I take detailed notes on every shoot. Heck, with some Training Partners, I can barely make my fingers fly across the keyboard fast enough! Those comprehensive notes eventually become the video descriptions. As I review the lesson during editing, I sift through the pages of my notes and highlight the key points that I feel would be worthwhile takeaways for you. Believe me, there are loads of them!

I truly believe you will only be as good as your teachers. Being a member of Learn2GroomDogs.com is like going to a massive pet grooming summit. There are over 400 lectures and demonstrations from over 40 training partners that are hand-picked as the best in the industry. We provide the information you want and need from people who know dogs – including a camera man who is also an accomplished pet stylist and a long time grooming instructor, so he knows what you need to see through the lens!

When you are fresh to the field – you are like a dry sponge. ‘Aha! Moments’ come fast and easily. As a seasoned pro, they become harder to come by — you must seek them out with dedication and apply them to your work.

But there are still plenty of golden nuggets to unearth.

Take notes as you watch the videos. Pause, rewind, and watch again. And again. You have unlimited access to every video lesson we offer with your membership, so wring every drop of learning gold you can from each one. If you can pick up even one of those per month of membership, it’s worth the price of admission and more.

There is a great saying that goes, ‘The more you learn, the more you earn.” I have always believed that the more educated you are in your craft, the more self-confidence you will have. That turns work into a joy no matter what you do. You have the power and the choice: keep learning and keep your passion for your career alive…

…or let it get stale and face burn out.

With Learn2GroomDogs.com (and cats too) we make it easy to learn at the touch of a keystroke. Wherever you have access to high speed internet, you can watch, listen and learn. In your home. At your shop. Traveling to a grooming event. By yourself or with your team. We have grooming video lessons for everyone. We can help you achieve more wherever you are in your grooming journey.

The key is to invest in you, whether that is time, money, or both. You have to make an effort – a commitment to put in the work to get better and seize any opportunity to do so. Once you open your mind to education, you will be amazed at how many ‘Aha! Moments’ you will have.

Enjoy the ride. The educational voyage is a blast.

Happy Trimming

Melissa

How to Make a Dog Look Like a Puppy Again

Women have known this for years – a great haircut can take years off their age. Did you know it works for dogs too?

Grooming by L2GD Training Partner, Suesan Watson

This styling technique works for almost any drop coated breed with ears that lay close to the cheeks such as: Shih Tzus, Lhasas, and Malteses. Typically, you use the ear style on dogs that get full body haircuts. This technique works or any purebred or mixed breed whose coat has a tendency to be straight. The common denominator for this trimming application is that the coat grows directly towards the ground as it grows. The size of the dog does not matter.

Heck, now that I think about it – it will work on many, many breed types. The most common coat types we see this ear style on are the drop coated breeds – but that they are not the only candidates. Any breed of dog that has fully feathered ears that drop close to the sides of their jowls will work. Straight coats. Wavy coats. Curly coats. It does not matter. It’s even super cute on some pricked eared dogs, too!

Grooming by L2GD Training Partner, Suesan Watson

The best part? The effect is instant. The years melt away. The pet walks into the salon looking its age and walks out appearing so much younger. It looks like a pup again!

What’s the secret? Short ears. Layered short ears.

As a bonus, this ear style has other benefits too:

It’s easy for the owner to care for
The ears will not drag through the food or water dish
They will not become matted or tangled

Here’s how you get the look.

Attach a long guard comb over your clipper blade. Choose the length that will best suits the size of dog you are working on. Smaller dogs will be look puppyish with shorter guard combs. Large Doodle dogs will look better with a longer guard comb.
Hold the ear leather flat across your hand to brace the ear. Gently guide the clipper over the outside of the ear. Imagine the ear leather like a leaf. A leaf has veins running through it. Run your clipper in the same direction as the veins in the leaf.
Keep working over the top of the ear leather until the coat is consistently the same length. It does not have to be perfect – just close.
With scissors or blenders, edge the ear for a neat appearance. Hold your fingers against the ear leather to ensure you do not cut the skin.
Double check for evenness on the outside of the ear by gently back-combing the fur. If there are uneven spots, blend them in with thinning shears for a very natural look.

If you want to give a pet a youthful look – try this ear style. You can instantly make a dog look like a puppy again.

Happy Trimming!

Melissa

P.S. If you’d like to catch a free demonstration of this ear style, click here. Suesan Watson is an award winning pet stylist and a Learn2GroomDogs.com Training Partner. This is an excerpt from her video lesson called: Using Style to Bring Out the Charm in a Lhasa/Poo.

How to Avoid an Extensive Trip to the Hospital

As a professional pet groomer, we are exposed to all kinds of health hazards. Being bitten by an uncooperative dog or cat is a part of the profession. A competent pet care specialist can do a lot to avoid injury. The better you understand canine and feline body language, the less likely you are to be bitten. However, when the inevitable happens, here’s a handy trick you can use.

I learned this tactic a long time ago. Sandra Lemire taught it to me. Sandy was the original founder of the Coat Handler product line. She’s spent a lifetime studying natural science as it applied to her family’s health and all the animals she had raised. This tip has served me well over the years. I have used it repeatedly, regardless of whether injury was sustained in the pet care field or not. It works whenever redness develops around an injury site.

A number of years ago my husband and I were on vacation on my dad’s boat in the Bahamas. The last night of our trip, my husband tripped over a step, slamming his elbow on the dining room table. Being a tough guy, he got himself up and thought nothing of it. He went to bed without mentioning the incident to any of us.

The following morning we were packing our bags. As my husband was headed up the companionway from the main cabin, I noticed his elbow looked swollen and red. “What happened your arm?” I asked him. Upon further inspection, it was truly red and swollen. After years of being a close friend with Sandy, I knew I should be worried. I pulled a black Sharpie marker off the nav station. I quickly outlined the redness on his elbow.

By the time we flew from the Bahamas to Miami, the redness had expanded an inch beyond my black Sharpie outline. I called our personal doctor’s office and explained the situation. They asked us when our flight was due in home in Michigan. I told them that evening. They were adamant!! Go directly to the hospital! Do not stop for anything! Do not stop to get food! Do not stop at your home first! He needs to get to the emergency room immediately!

Even though this was not an open wound — a blood infection had set it. It needed immediate treatment so my husband did not end up in a life-threatening situation. As soon as we arrived at the hospital they whisked him in for treatment. The redness had expanded inches beyond the original black Sharpie line. That black outline was an immediate indicator of how serious the situation has become. They ran all sorts of test. They x-rayed his elbow. And they started him on a heavy dose of antibiotics intravenously.

Ten hours later he was released from hospital with more antibiotics and a follow-up appointment with our local doctor. He was lucky. Sandy had taught me redness around an injury site should be closely monitored. Due to quickly identifying the potential risk, we were able to avoid a long term hospital stay for my husband.

Outlining the area with a simple black Sharpie marker is an extremely effective monitor. If the redness expands outside the black outline at a rapid pace — it’s imperative that you seek professional medical attention quickly.

Most of the time when I use this trick, it’s with injuries inflicted by dogs or cats. Puncture wounds are typically the most critical to pay attention to — especially if it came from a feline.

I don’t know any groomer or stylist that does not adore animals. That’s the whole reason we get in this profession. Unfortunately, getting bitten by our four legged friends just goes with the territory.

To ensure you minimize long-term and/or serious health consequences — always take any injury seriously. Your hands are your livelihood. And keep a black Sharpie marker handy at all times!

Happy Trimming!

~ Melissa

How To Get Through a Challenge

Every one of us, at some point in our lives, questions whether we made the right decision. You hastily agree to something. Weeks, or even months later, you really begin questioning your decision.

I just had that happen to myself not long ago.

Many of the upper echelon of the grooming world have officially ‘retired’ from competition level grooming. But we were always being asked to step back into the ring. Those making the request were always met with, “No way!!” from every one of us.

It takes a lot of practice to stay in peak technical form. Most of us do not actively compete anymore. A few still groom a little at their salons for pet clients. Others, like me, have not physically groomed a dog in years. For most of us, we have become much better coaches to the grooming world than actually grooming the dogs!

Months ago, my good friend Teri DiMarino came up with a brilliant plan to get us ‘old-timers’ back in the competition ring. The question was, “If we held a rescue rodeo, limiting the number of entries to select retirees, would you accept the challenge if you were invited?”

Most people who know me know my all-time favorite grooming classes are rescue rodeos. This is real-life grooming. This is the type of thing we see in our salons every day. It’s a well-known fact that if a dog is as clean and attractive, it stands a much better chance of being adopted into a new home.

When it comes to grooming dogs, we are all softies. This is the most rewarding competitive level grooming class I have ever seen. So when I was asked if I would compete if I were invited, my immediate response was, “Absolutely!!”

A few months later, reality started to sink in. I started to second-guess my decision. Yes, I groom every day in my mind with my work. However, I have definitely come to a point in my life when I’m a much better coach than an actual groomer. Sure, in the 80s and early 90s I was on top of my game. I groomed every day. Unfortunately, physical limitations forced me away from the grooming table and a job I loved.

I was able to redirect my career by helping others learn how to groom, advance their skill set and achieve their goals. I went from being an occupational athlete to being a desk jockey. To step back in the ring was going to take more than just wishful thinking. You have no idea how physically demanding the job is until you don’t do it anymore.

Fast forward to Intergroom 2014. The Celebrity Rescue Rodeo was upon us. Ten of us were invited. It’d been so long since I’d last groomed a dog, other than a small collection of shears, I had no equipment left.

Luckily, I was able to beg and borrow all the tools I needed. I did a little bit of practice grooming prior to the class. But as we entered the ring – all those old butterflies came fluttering back. I really begin questioning – what the heck was I doing in the ring?

I think all ten of us were feeling about the same way. But you know what? Once they said, “Groomers start!” all of us went right back into our competitive Zen-like zones. We put our heads down, focused, and got to work. We blocked most everything else out except the job at hand and making a strong connection with our rescue dog.

There may have only been one trophy. That’s OK. Everyone one of us thoroughly enjoyed the experience. I think all of us walked out of that ring proudly. We still had what it takes to make a pet appealing.

Concentration was the key. No matter how rough, tough, or challenging your grooming day might be – stay focused. You can get through it – you might even find the challenge rewarding — just as all ten of us ‘old timers’ did. All of us were worried we couldn’t pull this off, but as we left the ring of the Celebrity Rescue Rodeo competition at Intergroom 2014, all of us felt like winners – and so did the dogs!

Happy Trimming!

~Melissa

P.S. Special Note: About 30 minutes before they called ‘scissors down’, they said we could call in a ‘lifeline’ to help finish our dogs. I called for Suesan Watson. This is her signature head style. I told her I was going to do ‘her’ head style on this adorable little dog before the contest even started. I had seen her do it repeatedly in our Learn2GroomDogs.com video lessons and love it. Thanks Sue!

Bring Nature to the Grooming Table

Courtney Ramstack a compassionate stylist with a dynamic personality. She has a strong sense of quality with everything that she does. Courtney has trained over 150 grooming students. She takes great pride to make her shops fun and exciting places to work.

We are proud to have Courtney as one of our Training Partners at Learn2GroomDogs.com. The first time I heard this idea explained by her, I thought she was brilliant!

This vivid grooming tip comes from Courtney. This is her description of how to trim an ear short in her video lessons.

Clipper trimming the ear on a dog can be a dangerous step in the grooming process if it is not done correctly. It is very easy to nick an ear with the clipper blade. The ear leather is thin. If you do not follow the correct direction of the coat growth, the ear leather can feed easily between the teeth of the blades.

Courtney came up with a very clever way to describe how to clip an ear to minimize accidents. The visual clarity of her description makes it almost impossible for student to do it wrong. When she’s training new groomers this is how she talks them through the process.

Think of the ear leather like a leaf. It has veins that you can clearly see running through the entire leaf. Think of the dog’s ear like a leaf.

When trimming, a very close blade, like a #40, is typically used on the inside of the ear leather.

The outside of the ear leather is typically left slightly longer. Blades can range from a #30 blade all the way up to longer guard combs. This technique works well with any blade length when a clipper is being used to style the ear.

When you start clipping, lay the ear across your open fingers. Start clipping from the top of the ear at the center — where the stem would be. As you clip, keep the ear gently braced on your fingers. From that center point of the leaf, clip out towards the edges, following the veins just like on a leaf. Keep your fingers underneath the ear as you move the clipper towards the edges to brace it. This will keep the ear stable and the dog under control as the clipper removes the coat.

On dogs with natural ears, there is a small skin flap on the inside of the ear leather. This delicate skin flap is typically found on the back side of the ear. When you flip the ear over and hold it in your hand, normally you can see it clearly. You need to be careful of the skin flap — it is very easy to catch it in teeth of your clipper blade. Typically, the closer of blade cuts, the less likely it is to catch that inside ear flap. For safety, always know where that skin flap is located.

As long as you clip in the same direction as the veins of the leaf, your risk of injury to the ear leather is very minimal. As you clip — or instruct someone else — imagine following the veins of a beautiful leaf. It’s hard to do it wrong with Courtney’s clear visual image etched in your mind.

Happy Trimming!

~Melissa

Charting Your Progress

I love the saying, “What gets measure gets managed.” If you are not tracking what is getting done, you do not have a record to monitor your progress.

Recently we worked with Jennifer, one of our leading stylists at one of my companies. Jennifer works full-time at Whiskers Resort & Pet Spa. We were filming a Learn2GroomDogs.com video lesson with her. Jennifer arrived on set beaming. She couldn’t wait to tell us she just beat her personal best in grooming sales for one week.

It wasn’t official — yet — but she was pretty confident she broken her old record of $4,056 in weekly sales. I followed up a few days later with my manager. She was correct. She had beaten her old record!! Jennifer’s previous personal best was set during the holiday season of 2011. She had come close a few times but had not been able to break the barrier until now. Her new benchmark was now set at $4,468! Wow. I was impressed.

I was impressed for three reasons.

She was grinning from ear to ear. Jennifer was extremely excited about her accomplishment – as well she should be. Her positive attitude was contagious.
She always tracks her weekly sales. She always knows her targets along the way. If Jennifer is off her mark, she knows it immediately. She knows if she on top of her game. If she sees opportunities to push herself – she knows instantly when they appear and how hard to push. No one has to tell her – she pushes herself.
She helped the entire company reach its sales and growth marks by being so proactive with her own personal success.

If you are a professional groomer or salon business owner, tracking your progress is a great way to grow and learn. Plotting your course and tracking your results can be very rewarding. And fun too! Targets can be set for an individual, a small team of people, or for the entire company.

In order to set a goal in the first place, you need to know where you stand. That’s the advantage of benchmarking. Benchmarking is defined as setting a baseline or standard for your work. It’s the ‘pace car’ for future activities. Once a standard is set, you can measure performance over time, set goals, discover areas targeted for improvement and be proactive when change is needed.

Tracking your progress does not have to be hard. There are four areas that can simplify the process;

Make charting your results fast and easy .
Record progress on a regular basis.
Keep your eye on the target by reviewing results frequently.
Provide positive feedback when results are achieve.

Tracking and charting results provides a gauge on how well your efforts are doing. They paint a clearer picture when it comes to hitting the targets. If a target is fuzzy or does not exist, it’s extremely difficult to hit a bull’s-eye. It’s critical you know what you are aiming for!

It’s also amazing what people will aim for. The reward does not have to be large. Sometimes just knowing is enough to see results. Other times it’s as simple as adding a star or smile face to the chart. If the results are larger with clear cut objectives, larger recognition prizes might be attached to the end goal. Get creative. Build enthusiasm. Have fun rewarding yourself and your team.

We all want progress to be positive. That’s the exciting part. However, the best time to make changes in what you are doing is BEFORE you get too far off track. Before you get into trouble. By monitoring changes, you will clearly see when you need to alter your course. When an area is stagnate and needs adjustment or when you are exceeding performance standards.

Measuring your successes and failures is one of the most important things you can do to enhance your career or business. No matter what you are doing, if you are looking to improve, remember this phase. “What gets measure gets managed.”

Happy Trimming!

~Melissa

Groomers for Hire – What to Look For in Job Candidates

Hiring pet bathers, groomers and stylists is one of the most challenging responsibilities a pet salon owner must face. But rest assured you’ll eventually find them. Even if you are desperate, don’t hire just anybody. In the long run — it will hurt you way more than it will help you. Trust me on that one!

Even though they are difficult to locate – they can be found. Ideally, you would be looking for someone experienced in dogs – and better yet – grooming dogs. All shapes and sizes.

But that’s just the starting point. You’re also looking for someone who is reliable, punctual, compassionate, honest, and a team player. Ideally you are looking for someone who enjoys both people and pets. Plus, they have to have a personality that will help your salon attract more clients.

With a very specific job market that has few candidates, it makes the hunt even more difficult. It would be wonderful if you had an entire file of resumes of experienced groomers to choose from. However, in our field, it just doesn’t happen very often. Most likely you’re going to fill the position with someone who will need training. You will need to teach them and mold them into your ideal employee.

So what do you look for? Here are four things I look for when seeking a new pet grooming enthusiast to join the team.

#1. Compassion & Passion – No matter how talented a person may be, without compassion and passion, they she won’t be much of an asset for your salon. Look for someone who can easily identify with your business goals and its mission.

#2. Commitment – Seek out a pet enthusiast who is eager to learn more about the grooming industry. Do you see the potential in that person to be dedicated and committed to his job? This is a field where learning can be never ending. Are they receptive to increasing their skill level?

#3. Problem Solver – All businesses face problems every day. Your grooming salon is definitely not an exception. Hire someone who can be relied on to analyze, address and solve problems effectively.

#4. Professionalism – Do they present an image of professionalism in their personal appearance, their mannerisms and their speech?

Here are a few items that always impressed me when I’m interviewing prospective groomers.

They are punctual. They show up five minutes prior to the interview.

They present a well pulled together look. It doesn’t need to be fancy but it does need to be well thought out.

They smile and shake my hand firmly as we introduce ourselves.

They supply a full resume of their experience including references.

They have brought a photo portfolio of their work. Is it well presented?

If they’re a recent graduate, they supply copies of their certificate, report card, and attendance records from grooming school.

They have a proven track record of applying themselves.

They are prepared to discuss their abilities and goals at the interview instead of just reciting it from the resume.

In most cases you’ll have to do a three-step process when interviewing candidates. If a candidate does not meet your expectations at any point during the interview process, do not move on to the next step.

The first step is generally a telephone interview focusing on basic topics about the person.
The next phase would include a personal in-depth interview.
The final phase would be a practical demonstration of basic skills including; handling, prepping, bathing, drying, and executing a simple haircut on a small to medium-sized dog.

Hiring is never easy. It takes time and effort to find the right candidate for your team.

As you’re going through the hiring process always remember this. Here is most important element to look for when hiring. Look for someone who is compassionate and passionate. No matter how talented a person may be, without compassion and passion, he or she will not be much of an asset to your grooming business.

Happy Trimming!

~Melissa

Updating Logos

How many of you have been in business for more than 10 years? How about 20? When is the last time you took a good hard look at your company’s logo? Is it out of date? Tired? Could it use an update? Logos can become dated just like fashion trends or hairstyles. Sometimes you just need to go through your closet and clean house….

My logos were certainly dated. I was guilty of every one of those questions for my educational companies. I have four companies that fall under that heading.

The Paragon School of Pet Grooming
Melissa Verplank.com
White Dog Enterprises
Learn2GroomDogs.com

Not only were my logos dated, but I had an identity crisis as well. Whenever we would register for a trade show booth, I never knew who we were. When we filled out the paperwork for trade shows, the show promoter would always ask. “What company was the booth going to be registered as?” I was always a stumbling block for me… “What company do I choose?” Out of the four educational companies, there is no right or wrong answer but I had to choose one.

On a personal level, I’m very much a creature of habit. I don’t like change. (My husband is rolling his eyes with this one and nodding his head in agreement!) When it was suggested that I hire an outside party to help us re-brand the companies, I was less than enthusiastic. However, I knew it was a necessary process. It was time.

When our graphic designer asked me, “When was the last time I had updated one of the logos, I sheepishly hung my head?” The Paragon School of Pet Grooming logo had not been changed in over 23 years! The White Dog Enterprises logo was over 10 years old and never had a facelift. L2GD was still relatively new but the logo itself was very busy. And Melissa Verplank.com never had a logo.

A nutshell, here are eight key items that you need to think about whether you’re creating a new logo or revising old one.

Is it easy to identify
Is the font style easy to read
Is the design balanced
What order of the design is your eye drawn to 1^st, 2^nd and 3^rd
How is the logo going to be utilized
Is the design versatile for multiple applications
What is the color palette
Does it convey in an instant what you represent

Julie, our graphic designer, did a great job leading us through the process — at times it was far from easy! We’ve never worked with her before. She had to gather quite a bit of information before the process was complete. The more information she was able to gather, the closer she got to creating fresh logos that truly represented each company.

To compound our identity issue, Julie had to come up with multiple logo designs that all worked in harmony with one another — or they could stand on their own solo. Not an easy feat.

At the Atlanta Pet Fair 2014, we will be at the show with our new identity — and a new booth! As difficult as the process was, I’m really pleased with the outcome. If you’re at APF, please stop by the booth and check our new look.

Here are samples of the before and after logos. We think Julie hit the nail on the head. The revised logos don’t lose the essence of what they were in the past. Yet they are fresh and bold. And they all play nicely in one sandbox together! Bonus!! What do you think?

Happy Trimming!

~ Melissa

The Westminster Dog Show is Just Around the Corner

This time a year I always get excited. The Westminster Kennel Club dog show is just around the corner! For almost as long as I can remember, I have firmly planted myself in front of the TV for two nights. I would watch the show in its entirety. Why?

Because, the Westminster Kennel Club dog show is the “Superbowl” of the dog world. It is the best way to stay up to date with the latest trends and styles. I would throw a Westminster party. I loved inviting my entire grooming team over to be glued to the TV for two nights as the show aired. For days after the show, we would talk about the newest breeds that had been accepted by the AKC. The unique haircuts we saw. The latest style trends on established breeds.

The show was important for me. I was actively competing in the pet grooming contest arena. In the old days, we would record the show. I can’t tell you how many times I would review those tapes before I stepped into the contest arena. By watching some the most spectacular dogs in the country compete at this level, I was able to get a clear image etched in my mind before I stepped into the ring at a grooming competition. Visualization is a key to success.

Secondly, I used the Westminster Dog Show as a way to help keep my grooming staff up-to-date with the latest styling trends. Once I opened The Paragon School of Pet Grooming, we continued to use the show as a key learning tool for students. The annual dog show was instrumental for students learning breed identification and trim styles. Today you can order a high quality DVD of the entire Westminster Dog Show — commercial free.

Tune in this year and enjoy the 2014 show. The Westminster Dog Show airs Monday, February 10 LIVE ON CNBC from 8-11 p.m. and Tuesday, February 11 is LIVE ON USA from 8-11 p.m. For streaming videos of each individual breed class, visit: http://www.westminsterkennelclub.com. All Hound, Toy, Non-Sporting and Herding breeds will be judged on Monday, February 10 with their corresponding groups being televised LIVE on CNBC from 8-11pm. All Sporting, Working and Terrier breeds will be judged on Tuesday, February 11 with their corresponding groups being televised LIVE on USE from 8-11pm.

Happy Trimming!

~Melissa