“Establish a clear brand vision” with Katherine Bailee

Katherine Bailee is the founder of Executive Order Kennels, a premier breeding program dedicated to elite protection Dobermans. Inspired by her family’s long-standing legacy in dog breeding, Katherine set out to create dogs that are not only powerful and highly trained, but also make exceptional companions for families and competitive handlers alike.

1. What inspired you to start your business, and what problem were you passionate about solving?

I was inspired to start Executive Order Kennels out of my lifelong passion for elite protection and working dogs, specifically Dobermans. Growing up in a family with a long history in dog breeding, I knew early on that I wanted to continue this legacy but take it a step further. The problem I was passionate about solving was ensuring that dogs bred for protection didn’t just meet the standards, but exceeded them. I wanted to create dogs that were top-tier in protection and had the temperament to be great family companions, adaptable to various environments, and thrive in competitive settings.

2. How did your early days as a founder look? Can you share one moment that tested your resilience?

In the early days, it was a lot of hard work, learning, and figuring things out as I went along. There wasn’t a blueprint for what I wanted to build, so it required a lot of trial and error. One of the moments that tested my resilience was when we had a breeding failure early on, where everything I had planned didn’t go as expected, and it felt like a significant setback. But instead of letting it defeat me, I took it as a learning opportunity and doubled down on refining our breeding process and ensuring that our dogs were of the highest quality. It was a tough moment, but it shaped how I approach challenges today.

3. What’s the meaning behind your business name or brand identity?

The name "Executive Order" comes from the idea of precision, authority, and leadership qualities that we strive to instill in every dog we breed. Our Dobermans are bred to be the very best, and just like an executive order in a governmental context, these dogs are expected to perform at the highest level in every situation they face, whether that's protection, work, or companionship. Our brand identity is built around professionalism, dedication, and unwavering commitment to excellence.

4. What were the first 3 things you did to build momentum in your business?

The first three things I did were:

• Establish a clear brand vision: I took the time to define what Executive Order Kennels stood for and what it would offer that others didn’t.

• Develop a network: I contacted fellow breeders, trainers, and other dog professionals to build relationships and establish credibility.

• Showcase our results: I began sharing the success stories of the dogs we bred, how they were thriving in protection, competitions, and in family homes. This started to build word-of-mouth momentum and helped us grow our client base.

5. How did you land your first paying customer or client?

I landed my first paying client through word of mouth after a local trainer recommended our dogs. They were impressed with the quality of our Dobermans and needed a working dog for a specific project. That client purchased a dog and became a huge advocate for us, referring us to others. This was a pivotal moment, as it gave us credibility in the industry.

6. What’s one “micro move” that created outsized impact in your growth journey?

A micro move that created an outsized impact was investing in high-quality, professional photography and video for our dogs. While this might seem small, showcasing the dogs in a polished, professional light really elevated the perception of our brand. It also helped potential clients visualize what we were offering, dogs that were not just pets, but working partners. The content created also helped us stand out on social media, bringing in more leads and inquiries.

7. How do you manage the emotional highs and lows of entrepreneurship?

Managing the emotional rollercoaster of entrepreneurship requires me to stay grounded in my vision. There are definitely times when things don’t go according to plan, and I feel discouraged. But I remind myself that setbacks are part of the process. I try to focus on the positives, celebrate the wins no matter how small, and surround myself with people who understand the journey. Taking time for myself, whether it’s a walk or spending time with my dogs, also helps me reset and refocus.

8. What does your current work-life blend look like—and how has that evolved?

The work-life balance is always evolving for me. I remain deeply involved in the day-to-day operations, as this isn’t a typical 9-to-5 job where you can simply lock the door at the end of the day. The needs of the dogs don’t pause for weekends or holidays. I personally help every litter and provide round-the-clock care for the first three weeks of their lives, ensuring each puppy gets the strongest start possible. That being said, I’m incredibly fortunate to have an exceptional team of trainers, assistants, and kennel technicians who help ensure every dog’s needs are met, whether I’m focused on a new litter or away on business. Their support allows us to maintain a high standard of care across the board. I also make sure to spend quality time with my family and dogs, which helps me recharge and stay connected to why I started the business in the first place.

9. What are your favorite ways to build thought leadership in your space?

I believe in showing, not just telling. I build my thought leadership by sharing insights into breeding, training, and dog care topics I’m deeply passionate about. I also speak at events and collaborate with other protection and working dog professionals. These platforms help me share my knowledge and position myself as an expert in the field, while also learning from others.

10. Can you share one risk you took that paid off in an unexpected way?

One risk I took was expanding my breeding program to include more specialized training for each dog. This was a significant financial and time investment, and I wasn’t sure if it would pay off. But it did make our dogs become even more sought after, and the level of quality we achieved allowed us to scale faster than expected. It also sets us apart from other breeders in the market.

11. What are your favorite tools or systems for staying organized and productive?

I rely heavily on project management tools like Asana and Trello to keep everything organized. These help me track our breeding schedules, client communications, and dog training progress. For finances, QuickBooks is a lifesaver, and I also use social media management tools like Buffer to plan and schedule our content in advance.

12. What marketing channels bring you the most qualified leads?

Word of mouth has been huge for us, but social media, particularly Facebook, has also brought in a lot of qualified leads. People love seeing our dogs in action, whether training or working with clients. Additionally, we’ve found that networking with local trainers, law enforcement agencies, and protection dog trainers has brought in a highly targeted group of leads.

13. What’s your approach to pricing your services or offers?

I price our services based on the level of expertise and training that each dog receives. Since we focus on elite, high-performance Dobermans, our prices reflect the time, care, and quality that go into every dog. I also consider the specific needs of our clients, so each offer is customized. It’s all about providing value, not just a dog.

14. What does success look like for you now vs. when you started?

When I started, success was about simply getting the business off the ground. Now, success means being able to look back and see that we’ve bred dogs who are not only excelling in their work but also creating lasting, positive impacts in the lives of their families. Success now is about building a sustainable business, growing our impact, and continuing to set the standard for elite working dogs.

15. What’s one piece of advice you’d give to a founder just starting out?

Don’t be afraid to fail. Every mistake is a learning opportunity. If you’re passionate about your mission and are willing to put in the hard work, success will follow, even if it doesn’t happen immediately. Trust the process, and never stop learning.

16. What legacy do you hope to leave through your business?

I hope the legacy of Executive Order Kennels is that we’ve set a new standard in the protection dog industry. Our focus has always been on quality, integrity, and the well-being of both the dogs and their owners. I want to be remembered as someone who built a business that wasn’t just about selling dogs, but about creating working dogs who make a real difference.

17. What can we promote for you (offer, product, launch, etc.)?

We’re always excited to promote our latest litters of American-breed European Dobermans and our trained protection dogs. We also offer specialized training programs. These programs are designed to help our clients get the most out of their dogs-protection, obedience, or agility.

18. Where can our readers/listeners find you online?

To learn more about our elite protection dogs and breeding program, visit our website at www.eodob.com. We also stay active on Facebook and Instagram, sharing valuable training tips, updates on our dogs, and success stories from our clients. For insightful posts on dog breeding, training, and running a business in this unique field, connect with us on LinkedIn. I’m always happy to engage, so don’t hesitate to reach out on any of these platforms. I love connecting with fellow dog enthusiasts!