What a Poodle Can Teach You About Branding

Why Purpose, Not Polish, Builds a Brand That Lasts

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What Lesson Can a Poodle Teach You About Your Brand’s Purpose?

We tend to see poodles as pampered, froufrou show dogs. Fluffy topknots. Pom-pom ankles. More style than substance. Silly bows and brightly colored toenails.

But that’s not the full story.

The Surprising History Behind Branding the Poodle’s Signature Look

Standard poodles were originally bred in Germany to be water retrievers. These dogs were finely tuned athletes, built to charge into icy lakes and retrieve ducks and geese for hunters. They weren’t prissy runway models. They were working dogs.

And their famous haircut? It wasn’t about fashion. It was all about function. Hunters clipped their poodles’ coats to protect the dogs’ vital organs and joints from freezing temperatures while still allowing them to move freely and quickly through water.

From Hunting Dog to Show Dog: The Branding Shift

Over time, the look stuck, even as the job changed. And in the shift from utility to ornament, something got lost: the reason behind the design.

It got worse when the same haircut was applied to toy and miniature poodles solely for aesthetic purposes. Unlike standard poodles, who are strong, athletic, and built for real work, these little dogs were bred purely for companionship. The haircut became costume rather than gear.

Back in the day, those strong, clipped dogs probably looked badass. Lean, fast, and ready to launch themselves into freezing water. But today, we’ve been trained to see them as silly. The style remained, but the substance disappeared. That’s when the derision began, because now the image had no connection to the purpose.

That’s not just a poodle problem. That’s a branding problem.

But first, a story:

We have a standard poodle named Charli. She’s not a show dog. She’s a runner. A swimmer. A leaper. Charli will run for miles and miles with me, then still have the energy to chase iguanas when we get home.

Charli isn’t about looking the part. She’s about doing the job and going the distance.

When people see us running together, they sometimes laugh.

“Is that a poodle?” they ask. “I didn’t know they could run like that.”

They can. That’s what they were bred for.

What Charli the Poodle Taught Me About Real Branding Purpose

It reminds me of how people treat brands. We become so focused on how things look —logos, colors, taglines —that we forget what a brand is supposed to do.

A brand is not decoration. It’s communication. It’s identity. It’s a promise. It’s a commitment.

But when a brand loses sight of its purpose, when it focuses more on polish than on performance, it becomes like the poodle people underestimate. All fluff, no gruff.

Five Branding Lessons from a Working Dog

1. Branding isn’t about how you look. It’s about what you’re built to do.

2. Style without substance is easily dismissed.

3. Great brands, like great dogs, are built for action, not just admiration.

4. Never underestimate something just because it’s been misunderstood.

5. People might be surprised when you stay true to your purpose, but they won’t be disappointed.

Charli doesn’t care what people think (unless they’re holding her favorite treats, that is). She just does her job. Your brand should, too.

Looking for a Keynote Speaker Who Brings Branding to Life?

If you’re planning an event in 2025 or 2026 and want a keynote that’s memorable, meaningful, and moves your audience to action, let’s talk

I use real stories, real takeaways, and a harmonica or two to help audiences understand how to build powerful brands and what poodles, Peloton, and Patagonia all have in common.

Let’s make your next event surprising and unforgettable. Like Charli.