The pitfalls of naming a business after a dog

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When we named our business Blame Mabel, it seemed like a good idea. Mabel was already part of the family. She had a name people remembered, a face that was hard to dislike and, on paper at least, the perfect job. Hang around the vineyard, meet people, go for walks and generally be Mabel. Most dogs would consider it a pretty good gig. What we perhaps failed to consider was that naming a business after a dog creates certain… operational complications. Because Mabel is not just the namesake. She is our biggest marketing plan, our PR manager and head of client services. Often, the moment guests arrive, Mabel is the first thing they look for. “Where’s Mabel?” They’ve barely put their bags down and they’re already asking to meet her. And this is where things can become awkward. Because Mabel stands for moody (or often moody). Some days she is delighted to see you. She’ll wander over, accept a pat and behave like the friendly country dog we’ve promised you might meet. Other days, she looks at a perfectly lovely guest as though they have personally offended her. Then Gareth and I start back-pedalling. “Oh, sorry. She had a big day yesterday.” “I’ve already taken her for a walk.” “She’s got hay fever (yes dogs get hayfever).” The truth is, she’s just a bit moody. And then, just when we think about a role reshuffle, she’ll turn it on. When she’s on, she’s really on. Guests write about her in their reviews. She’s part of the guest experience and she knows it. One glowing review and Mabel has a big head again. Then there’s her unsolicited tour-guiding service. Mabel has developed a habit of joining guests when they head off for a walk up Mt Anakie. We haven’t actually asked her to do this, and technically she is joining couples on a walk without their consent. So far, nobody has complained. In fact, guests have told us she’s a great little tour guide. Which is lovely, but I fear the day she catches a whiff of a rabbit. You’ll see her dust......tour over.....Mabel gone. Gareth and I left explaining ourselves. Then there’s the weather. Mabel has fully embraced her pooch lifestyle. Anything below 15 degrees and she behaves as though she has been abandoned to the elements. Anything above 22 degrees and she shuts down completely. So there’s a fairly narrow operating window for our head of client services. And yet, for all the pitfalls, we wouldn’t have it any other way. Because Mabel is part of what Blame Mabel is. She’s the gloating country dog riding at the back of the land-rover (in our logo and soon in real life). We have to accept that our PR manager is moody, your tour guide is easily distracted and our head of client services has absolutely no idea what her job description says. But then again, she’s Mabel. And we blame her for most things anyway.

20 Staughton Vale Road, Anakie VIC 0419 355 387

blamemabel.com

@blamemabel