There’s lots of phrases out there. How many of them have to do with animals? It seems animals have something here–

Curiosity apparently kills that cat. And you can lead a horse to water…

Well, whether you put all your ducks in a row, think that all is fish that comes to the net, or you’re shark bait–there’s something about the colloquialisms we say that include animals that offers a simple principle we should consider. Simply stated, what’s your “Animal MO?” or Anim-odus operandi.

I like using the illustration of animals because it seems so simple. An “Animal MO” is just a simple illustrative way to discuss “What’s my Big Idea?” 

Big Ideas are the core of any brand, and in this case, are central to everything that you’re known for, associated with, and compete against. You’re taking the recognizable traits and putting them into a framework–a portrait of the animal, its habitat, and its ecosystem itself–just like you, sir or madam!

There’s something you can notice about the values of an animal by examining their behaviors and signature traits. Owls are apparently wise. Jackals and sneaky. Ants work hard. Cats are curious. Dolphins and otters are playful–and honey badgers are apparently “badass and fearless” (according to Randall).

For example–a bear needs to eat lots so he/she can hibernate for winter. Bears are also enemies of bees, who want to steal honey. We know where they often live and what kinds live in what places. All of a sudden, we’re triangulating an animal based just on what we know about them. Are they safe? Should I approach them? Now imagine if you knew the animal personally? What a total difference this would make in your decision process. Your brand is just like this.

How are you like an animal?

There’s a great sales book called 20 Days to the Top, by Brian Sullivan. He illustrates that in any organization, there may be types of animals you come into contact when you’re working in a sales role–each one will demand different needs, interactions, and strategies, based upon their values. Some are selfish, some are scared, some are once-bitten, twice shy, and others are shrewd or negative–a roach is not a good comparison at best.

He shares about the jackass, the snake, the pussycat, the rat, the goat, the sheep, the fox, the bear, and the roach. Do any of those animals sound like some of the people you’ve done sales with? Which ones? Why?–because that’s what they acted like. Suzie Q acted like the office snitch that knows all the gossip. Michael may be the office whistleblower. Bleets when approached to harshly.

How you contemplate business and personal decisions really can be boiled down to a Big Idea–something that has influenced how you process all the things you do. If you’re a chipmunk, you chew real fast, get the nuts and store ‘em in the tree. At work this may make you fastest worker in town. Quality? Now that may be another issue.

There’s a great definition we at QCMG use to help define a Big Idea–“A big idea functions as an organizational totem pole around which strategy, behavior, actions, and communications are aligned. These simply worded statements are used internally as a beacon of a distinctive culture and externally as a competitive advantage that helps consumers make choices” (Wheeler, Alina. Designing Brand Identity. 2009).

What animal is your organization most like?

Let’s tackle the elephant, because in this illustration, its there, and its relevant to the metaphor.

I hear it coming. “My organization is awesome. We’re not like any animals whatsoever.”
–Thank you Debbie Denial for that, you may be seated.

Yikes. Well you just missed an important opportunity. You see, the animal comparison is great because it helps you consider what ideas influence what is most important to you. A Golden Retriever is loyal–they retrieve. A chameleon changes its environment–why? Because there’s a value–whether its familiar structure, food gathering, or adaptation-based, its a big-idea that takes a front seat in their lives.

Now, if you’re an organization, you’ve literally like a group of animals on display, all the time, for customer to see–all your signature moves, behaviors, and alligator snaps or lazy-bear swimming. If you’ve got some sneaky snakes in your sales team? Yes, you are partially a terrarium of snakes. A creative team that loves a challenge, perhaps meerkats. Hopefully your organization has a health populations of values–animal MO’s–that support the larger culture of your brand and Big Idea.

But this is how I operate, not how your customers see me, right? Consider yourself again.

When it comes to behavior, no healthy human is that compartmentalized–to think that your values don’t affect your behaviors is a big mistake.  In fact, that’s the whole idea here.

The values you hold on to and work so hard to create, maintain, and protect are ultimately creating your “animal association,” per se. They’re how people are perceiving you.

It may really healthy for you to honestly ask yourself what animal you think you are, versus what others experience you as, and see where there’s some alignment. Consider the feedback you get, and consider the following–

What’s my animal m-o? My brand’s animal m-o?:

1. What are my values that I really value? (I know this to be true because…)
2. What animal does this sound most like?
3. Would I want to do business with this kind of animal?
4. What kinds of values do people in my organization hold?
5. How are customers experiencing my brand / us? Are we doing a good job of being true to our values?
6. Can I write down the values I know I cherish + the values I share with my customers?
7. What are the values that I will exhibit, no matter what to people around me?

Discover your Big Idea with our Brand Brief, from Branding Basics here.

Animals don’t live alone. Talk to us about your herd, school, or flock–and how to be stronger and the wild self you were meant to be.