Brands & Trademarks - Can you meet the 'Mocha criteria'

In the current economic climate, branding can be the make or break of your business. All too often we forget about what branding is.  In this example a nine year old girl and her dog provide an excellent example about what successful branding is and how successful it can be in an adverse market place.

Whenever I walk my dog Mocha (pictured), we are always stopped.  As a Keeshond (pronounced Case-hond) he is somewhat of a rarity, and that alone attracts attention.  However, it is his personal image which breaks the barrier to cause most people to approach and ask to pat him, be photographed with him, and to find out more. 

As a patent attorney I am forever doomed to parallel everything I see and notice with stored knowledge and experiences.  It did not take long to realise that Mocha was the perfect example of great branding.

For instance, he is distinctive.  He is different from all the other retrievers, spaniels, and shepherds which are out there.  For that reason he is memorable.  Most people are programmed to notice that which is different.  Innovation and uniqueness (distinctiveness) attract attention.  Go to a show or exhibition, and where are most people gathered? – around the new products section of course.

For that reason, distinctiveness in brands is good.  Want to be noticed and remembered – adopt a brand which stands out.

However, distinctiveness is not the end of the story.  Noticing something new is different from interacting with it.  When you see a new product on the shelf consider what makes you go and pick it up rather than walk on by?  

Again the answer lies with my dog Mocha.  He is blessed with certain characteristics which appeal to people and make them want to interact.  

He is fluffy, which evokes a tactile response so that people want to touch him.  The fact that patting him is like stroking a sheepskin rug reinforces this emotion when people interact with him.

He looks like he is smiling or grinning.  This makes him look friendly and approachable, and people respond by wanting to interact with him.

He responds favourably to affection and patting, which implants a favourable experience in peoples minds.

Consequently he possesses all the qualities of a great brand – he is noticeable, distinctive, memorable, approachable, and reinforces this with positive emotions once brand interaction is initiated.  

Recently my daughter, aged 9, exhibited her entrepreneurial skills during the school holidays.  She drew an A3 poster saying “Pat the Dog – 20 cents” and sat outside one of the cafés in Browns Bay, Auckland, along with Mocha.  Being late in the afternoon on a cold windy weekday with semi-deserted streets, I did not fancy her chances.  I was surprised when she had made over $22 in a little over an hour despite, what in business terms we would call an unfavourable market place.  She even said she was so successful that she changed the sign to state that “Children can pat for free”.

What is the lesson here?  This is an excellent example of how great branding can thrive even in an unfavourable market place.  In this case the primary brand was Mocha the dog.  He drew attention for the reasons outlined above, and invited interaction.  My daughter Phaeora (pronounced fee-aura) also contributed as a secondary brand and ambassador – I’m sure I would not have been so successful.  

The whole brand experience, when you get it right, creates wonderful personal and business growth opportunities.  Apart from making money, my daughter is now looking for other ways to expand on her recent success.  Perhaps next time she will also be selling cards with my painting of Mocha on the front, or taking people’s photographs with him.  In her case this was both personal development, and the potential start of a new business.  As one of my friends said, “She should be on the Apprentice”.  My response was, “She will probably be sitting in Donald Trump’s chair”.

My challenge to you today is to think about your brands and brand image – both personal, and for your business.  The real challenge is to answer this question honestly – “Can your own brands come close to competing with Mocha the Keeshond?”