Thinking of a brand as an animal is more than a playful exercise; it’s a way to visualize its personality, values, and instincts.
Sometimes you’ll hear about a certain movie star being a method actor. Whatever that means. We all have methods and processes that we use as actors, and no matter the process, the outcome is the same: truth in imaginary circumstances. We all want to find emotional truth in the words scripted for us to say. For the most part, the words help form the character—the vessel that carries them. Sometimes that’s easy; sometimes, you need more help.
I faced one of those “I need more help” moments when I was playing Toby in Twelfth Night for the third time. I was older than when I had played him before, and more than time, there were enough miles on my body with all that entails—hard living, no sleep, being reckless with body and mind. So, when I came to the rehearsal room, I was a bit lost. I knew I couldn’t play Toby as I had before, the lovable drunk, partially because I was a drunk myself, dealing with that aspect of my life, and also because, when I had spoken to the director at the audition, I had stressed that I wasn’t going to approach Toby as affable and easygoing. I said, “He is mean. He’s an angry, lost drunk.” The director replied, “Yes, that’s the production I’m doing.” So we were on the same page.
Working on the script before rehearsals, I found I was struggling to find a way into the character—something that grabbed me and hooked me in. Before, I relied completely on the language, but this time I needed a new approach. And then I found it:
Animal Imagery.
After several hours at the zoo observing animals, it became clear to me that Toby—the Toby I would inhabit—was a bear. I began walking like a bear, using my hands like paws. I found the body of a bear and used that for Toby. It turned out great, and now, as an actor, when I’m stuck, I often turn to animals to help me find the base of a character.
It can be quite fun. Playing a nosy, uneasy waiter, I use a chicken as a base. Playing a high-powered business executive experiencing a life change, I modeled him on a sloth. I don’t always start with an animal image, but when I do, it is very helpful and usually gives me a lovely base to build an interesting and compelling character upon.
Just as I turn to animals to find the essence of a character, brands—like living creatures—have personalities that can be understood through the lens of the animal kingdom. By imagining your brand as an animal, you can uncover its instincts, behaviors, and the way it interacts with the world. This approach not only makes your brand more relatable but also provides a clear foundation for messaging, tone, and identity.
Why Metaphors Matter in Branding
Humans think in stories, images, and symbols. When we encounter a brand, we instinctively try to understand it in terms we already know. Metaphors—like animals, colors, or archetypes—help us do that. They give shape to something abstract and make it instantly recognizable.
Thinking of a brand as an animal is more than a playful exercise; it’s a way to visualize its personality, values, and instincts. Animals come with built-in traits that people immediately understand: a lion conveys strength and leadership, a fox suggests cleverness and agility, and a golden retriever evokes loyalty and friendliness. By assigning your brand an animal counterpart, you give yourself a shorthand to guide messaging, design, and customer experience.
Metaphors also encourage creativity. When you picture your brand as an animal, you naturally start asking new questions: How does it move through the world? How does it interact with others? What are its instincts and blind spots? This kind of thinking can reveal hidden dimensions of your brand that traditional descriptors—like “innovative” or “friendly”—might miss.
Ultimately, using an animal metaphor helps your brand feel more human, more relatable, and more memorable. It creates a mental image that sticks, providing a foundation to build everything else on: voice, visuals, partnerships, and even the way your brand behaves in the market.
Mapping Brand Traits to Animals
Once you’ve embraced the idea of a brand as an animal, the next step is to match your brand’s traits to the right creature. Think about your brand as if it were alive: How does it move? How does it respond under pressure? How does it make others feel?
Here’s a guide to get started:
Brand Personality Animal Why it Works
Bold, powerful, confident Lion Symbol of leadership, courage, and dominance
Loyal, approachable, friendly Golden Retriever Trusted, affectionate, and dependable
Clever, agile, quick-thinking Fox Resourceful, adaptable, strategic
Resilient, strong, determined Bear Protective, grounded, enduring
Playful, fun-loving, energetic Dolphin Social, joyful, intelligent
Innovative, curious, adaptable Octopus Flexible, problem-solving, multi-talented
Adventurous, free-spirited Eagle Visionary, daring, independent
Calm, deliberate, reflective Elephant Wise, stable, steady presence
Nervous, observant, cautious Rabbit Alert, careful, sensitive to surroundings
Persistent, methodical, goal-oriented Ant Industrious, collaborative, focused
This kind of exercise isn’t about forcing your brand into a box—it’s about finding a starting point. Just like actors using animals to discover a character’s body and instincts, you can use this framework to explore your brand’s behaviors, tone, and messaging.
Once you’ve identified your brand animal, you can use it to inspire everything from social media voice to partnership choices. For instance, a brand that embodies a fox might experiment with clever, witty campaigns, while a brand modeled on a bear may lean into reliability and strength in messaging.
How to Find Your Brand Animal
Finding your brand’s animal is part reflection, part imagination. Here’s a simple step-by-step guide to get you started:
1. List Your Brand Traits<br />Start with adjectives that describe your brand. Think beyond generic terms like “fun” or “innovative.” Dig deeper: is your brand bold, loyal, cunning, nurturing, adventurous, or wise?
2. Prioritize Your Core Traits<br />Circle the 3–5 traits that define your brand at its essence. These are the qualities you never want to compromise—your brand’s DNA.
3. Brainstorm Animal Counterparts<br />Now the fun begins. Think about which animals naturally embody your core traits. Consider both instinct and behavior: a fox is clever, a lion is confident, and a sloth is laid-back and deliberate. Don’t overthink—trust your intuition.
4. Visualize the Animal in Action<br />How does this animal move? How does it react to challenges? How does it interact with others? Imagining your brand as a living creature brings its personality to life.
5. Test and Refine<br />Ask yourself: Does this animal feel authentic to your brand? Would your customers recognize this personality? You can even try mixing animals if your brand has multiple dimensions—like a playful dolphin with a lion’s confidence.
6. Use It Everywhere<br />Once you’ve settled on your brand animal, let it guide your messaging, tone, design, and partnerships. Every interaction can reflect the instincts, energy, and behaviors of your chosen creature.
Brand Animal Case Studies: Real-World Examples
To see this concept in action, let’s look at some well-known brands and the animals that best capture their personalities:
Nike – Cheetah<br />Nike embodies speed, agility, and relentless drive. Like a cheetah sprinting across the savanna, Nike encourages its audience to push limits, move fast, and chase goals with precision and energy.
Apple – Owl<br />Apple is wise, innovative, and thoughtful, with a keen eye for design and detail. The owl, a symbol of insight and intelligence, reflects Apple’s focus on vision, creativity, and seeing the bigger picture.
Coca-Cola – Dolphin<br />Friendly, approachable, and social, Coca-Cola brings people together and spreads joy. Dolphins are playful, intelligent, and sociable, making them a perfect metaphor for the brand’s connection-driven energy.
Patagonia – Elephant<br />Patagonia stands for stability, wisdom, and environmental stewardship. Elephants are grounded, protective, and deeply aware of their surroundings—just like Patagonia in the world of sustainable outdoor brands.
Slack – Fox<br />Slack is clever, agile, and highly adaptable. Foxes are resourceful problem-solvers, able to navigate complex environments with intelligence and finesse, just as Slack streamlines communication in the modern workplace.
Harley-Davidson – Lion<br />Bold, powerful, and fearless, Harley-Davidson commands attention and inspires loyalty. Like a lion, the brand exudes strength, leadership, and an unapologetic sense of freedom.
Tiffany & Co. – Swan<br />Elegant, sophisticated, and poised, Tiffany’s communicates timeless beauty and luxury. The swan embodies grace, refinement, and the quiet power of elegance—a perfect fit for a brand synonymous with high-end jewelry.
These examples show that when you assign an animal to a brand, it’s not just for fun—it’s a framework for understanding its personality, values, and how it moves through the world. Once you’ve chosen your brand’s animal, everything else—from messaging and tone to partnerships and product design—can be filtered through this lens.
Summing Up: Your Brand as an Animal
Just like I discovered Toby through the lens of a bear, your brand has an animal inside it waiting to be discovered. This isn’t a gimmick—it’s a tool to bring personality, instinct, and clarity to something that can otherwise feel abstract.
Start with traits. Find the animal that embodies them. Visualize it in action. Let it guide your decisions, messaging, and presence in the world. Whether your brand is a lion, a dolphin, a fox, or even a sloth, thinking in animal terms gives you a living, breathing metaphor for who you are, how you behave, and how others perceive you.
At ThoughtLab, we’ve found that using metaphors—especially animals—helps brands articulate personality in a way that is both intuitive and actionable. It’s not just about fun imagery; it’s a framework that informs messaging, partnerships, and overall brand strategy.
And here’s the secret: once you’ve found your animal, everything becomes easier. Messaging feels more natural, campaigns feel more authentic, and your brand’s voice becomes unmistakably itself. You’re no longer describing a set of features or values—you’re inhabiting a character. And that’s where brands stop being abstract ideas and start being unforgettable presences.
So, what animal is your brand? Take a moment, let your instincts guide you, and see how this simple, playful metaphor can transform the way you think about your brand, your audience, and the way you move through the world.
