Protect Animals, Not Brands: Rethinking Priorities in Welfare Work
In the commercial world, protecting a brand is vital. Companies invest heavily in logos, trademarks, and corporate image because reputation translates directly into profit.
But in the world of animal welfare, clinging too tightly to a “brand” can actually do more harm than good. When the mission is to save lives and create meaningful change, brand protection can lessen the overall impact for animals in need.
The Mission Must Come First
Animal welfare work should be driven by one goal: improving the lives of animals.
When organisations guard their brand as though it were the priority, collaboration often becomes strained. Instead of working together to tackle systemic issues such as puppy farming, illegal trading, or overpopulation, groups can become protective of “their territory.”
This creates silos where efforts are duplicated, resources are wasted, and opportunities for collective impact are lost.
Animals Don’t Care About Logos
A starving dog doesn’t know whose food is in the bowl.
A cat in a shelter doesn’t know whether the organisation helping them has the biggest social media following or the most recognisable logo.
What matters is the outcome, that an animal is fed, treated, rescued, or rehomed.
When organisations focus more on brand recognition than shared goals, the animals pay the price.
Collaboration Over Competition
Protecting a brand can sometimes mean refusing to share campaigns for fear that another organisation will “get the credit.” But in reality, true progress happens when information and resources are shared.
Campaigns become stronger, education reaches further, and fundraising efforts can expand when groups work together openly.
If one charity’s campaign helps another’s supporters take action too, it should be seen as a win for animals not a loss of identity.
Trust Is Built Through Action, Not Exclusivity
Some organisations believe that brand protection is essential for trust, but trust is not built through logos or trademarks.
Trust is earned when donors, volunteers, and the public see tangible outcomes animals rescued, lives improved, legislation changed.
People are motivated by transparency and results, not by who owns the “name” of a campaign.
The Bigger Picture
Ultimately, when brand protection becomes the priority, the bigger picture is overlooked.
The real “brand” of animal welfare should be compassion, integrity, and collective impact.
Animals face enough challenges without human egos and competition standing in the way of progress.
A Call to Action
The animal welfare community must put collaboration above competition.
Instead of guarding brands, let’s protect animals.
By sharing knowledge, and amplifying each other’s voices, we can achieve far more together than any one organisation can alone.