How Rachel Spencer Adds Memorable Touches for Dog Lovers at Sunnyside Cottage - One Balm at a Time

I wanted to share a bit of a case study about white labelling and how it can benefit your brand, even if you don’t sell products and are service based. And who better to feature than Rachel Spencer, someone I’ve known for many years. I was so chuffed when she got in touch to place an order.

Not only does she run the most dog friendly holiday cottage ever (seriously, it’s amazing),  but her branding is gorgeous — totally unique and a real stand out. I LOVE it.

Alongside Sunnyside Cottage, Rachel also supports other pet business owners and is something of a publicity guru, helping people feel confident about being seen and sharing their stories. So, she was the perfect person to chat to. I’ll hand over to her now for her answers to my many questions!

Can you tell us a bit about who you are and what you do?
 Yes, I'm Rachel Spencer. I am a pet business coach, and I also run a very dog friendly holiday cottage called Sunnyside Cottage in Robin Hood’s Bay, which is a little village on the Yorkshire coast.
It all started when I got my first dog Daisy back in 2009, and I was working as a journalist, and I started writing more about dogs and the pet industry. This led to me creating a pet blog called The Paw Post and when people got in touch to be on the blog and realised I was a journalist, they asked me about helping them to get press coverage.

Fast forward to now, and I've written a book called Publicity Tips for Pet Businesses, and I've worked with thousands of small business owners in the pet industry, helping them get press coverage and feel comfortable and confident with putting their businesses and products and services out there.

I got Sunnyside Cottage in 2023. It had always been a dream to own my own holiday cottage, and I now use my own business as a case study when it comes to sharing the importance of being visible, telling people about what you do, and getting excited about your business.

What made you decide to include branded balms in your welcome packs at Sunnyside Cottage?
Well, I saw the post that you shared on social media, and I had FOMO because I thought your branded balms looked absolutely gorgeous, and I wanted to offer something different.
I already have welcome packs with treats, poo bags, bandanas, bow ties and other goodies for the dogs, and I thought the paw balms looked really nice. I wanted to have something with my logo on as well.

Had you been looking for something like this for a while, or was it a new idea?
I do already have lots of different things in the welcome packs, but when I saw the branded balms, I thought, I'd really love to add that too.

Why did the white label option appeal to you specifically?
I wanted to be able to put my own branding on it, and for customers to have something to take home with them and use during their time at the cottage.
It’s also about having something a little bit special as well, to make my business memorable - and it’s landed really well with the people who’ve had them so far.

Can you tell us about how you decided on the name for the balm? What inspired it?   Honestly, I have had lots of Spaniels stay at the cottage, and a few guests have referred to them as being salty sea dogs. It’s also the name of the print we have on our bandanas from Leo, Charley and Me.

So that's where the name came from - and it just seemed to work really well.

What kind of feedback have you had from guests (if any so far)?
It’s landed really well! People have been really chuffed with it and it just adds that extra touch to their stay.

How do the balms tie into the overall experience you want to give your guests?
They work really well because I want guests to be wowed when they arrive at the cottage.
When they walk through the door, they see their welcome pack, they see the dog robes, the treats, the bandanas — and now the balm too.
I just want to make my customers and guests feel really special.

How do they reflect your values as a business owner - whether that’s sustainability, thoughtfulness, or something else?
My values are around generosity and thoughtfulness when it comes to the cottage and creating a memorable experience for people when they come to stay.
Having something like a branded balm with our logo on, and with a message to them, I think is really important.
I don't want them to feel like this is just any place - I want them to feel like their dog is at the centre of the holiday experience.
A product like a branded balm, where I'm thinking about their dog's paws, and how they might need a bit of TLC after a day on the beach or a big walk, I think really reflects my values of generosity, kindness, and making it all about the dogs.

As someone who teaches pet businesses about getting visible, how do you think products like this can help?
It's about being memorable and really standing out from the competition - and doing things your way as well.
There are so many different ways we can make an impression on our clients, and it's about finding things that are right for you.
For me, I want people to walk in and think, Wow, this business owner really cares about me, and then go and tell their friends about the experience they've had.
That’s what PR is about - making the right impression, and having people rave about you.

Do you see them as a conversation starter, a memory anchor, or both?
Definitely both!
It's the kind of thing that people, I hope, will tell their friends about.
And it's also the kind of thing that they’ll put in their dog walking bag - so every time they use it, they'll be seeing the cottage logo and bringing back happy memories.
Hopefully, it inspires them to come and stay again!    

Do you have any tips for other small businesses thinking about creating a branded product to enhance visibility?
Yes - sometimes we can worry about investing in creating branded products to enhance visibility.
But all I would say is: you will definitely make your investment back.
Making people feel that warmth, that generosity, and that special feeling when they experience your brand - you just can't put a price on that.
I'm not saying go out and spend tens or hundreds of thousands of pounds - there are lots of brilliant branded products that are really affordable, and they can make such a difference.
They can make people choose you, rave about you to their friends, be loyal to you, and just have a brilliant impression of you and what you do.

How did you find the process of ordering white label products through The Dog and I?
The process was really straightforward.
I had a few things I wanted to work through, and I did this over email with Keri, things like the sizing, what to put on the labels, and how to use my logo. It was really easy. The products are gorgeous, they arrived really quickly, and I'm absolutely over the moon about how it turned out.
Keri, as well as making the gorgeous balms, has a team of designers and support people who check everything and make sure it turns out exactly how you want it.

Was it easier or harder than you expected?
It was way easier than I expected! And I’m absolutely over the moon with how the balms look.

Is there anything that surprised you (in a good way!) about how it turned out?
Just how gorgeous the final product was. I knew it would be good, but it really blew me away when it all came together.

Would you recommend other pet friendly businesses consider doing the same?
Yes, definitely! There are so many occasions throughout the year where you can use branded products -whether it's balms, treats, or anything else. It really does make you memorable and shows that you care. And that's what it's all about, isn’t it?
You want people to experience your brand, to feel like you genuinely care - and I can't recommend it enough.

Do you have plans to create more branded items in future or expand what you’re offering guests?
Yes - I already have my own bandanas, my own postcards, my own balm, and I’ve even had branded Christmas crackers!
I'm all over using branded items to stay ahead of the competition, delight my guests, and just create a really memorable experience.

A big thank you to Rachel for sharing her experience. As a fellow small business owner, I know that investing in extras can feel like a big decision, often not seen as essential. But these thoughtful touches are a long term strategy that can really pay off, helping to keep your brand front of mind (and even in your clients' pockets) well into the future.  Got a pet business and want to know how Rachel can help you? This is the place to find out more.

If you would like to know more about obtaining your own white label balm or salve, including costs, options and FAQ's you can request a copy of my brochure here.