On Friday, I came across possibly the neatest, narratively brilliant and playful brand name.
After the death of the family dog, Bonnie, on Blue Monday itself – I set up an appointment for my very first bit of ink. My mum – once deeply uncomfortable with body modification – joined me, curious about the tattooing process and wanting to offer emotional support.
The wonderful Alice at Two Cats Tattoo Studio designed and created the perfect piece, then dashed off to the backroom to fetch an essential aftercare product.
Sorry Mom’s Tattoo Balm for the protection of new tattoos.
Hilarious.
Not just because I could share an amused look with my own mother who was in that room with me.
The name all at once let me remember (in a heartbeat!) the many, many discussions over the years about skin ink, and it reaffirmed something to me.
Nearly all of us have mothers who love us, expect great things for and of us, and want to avoid steering us into hardship or permanent regret. But by the time the ink is in and the after care is on show, it’s too late.
Sorry mum!
It might be cheeky, it might be brash and defiant. Whatever our relationship to tattooing or our parents – the name is a little reminder that body modification is all about autonomy and respect.
As much as we can love and respect our parents, this is our life. Our bodies. And my money.
The brand name is somehow a light joke, an intimate trigger to unique memories, and a unifying token that we’ve all gone through the process of considering to committing: having sat in that chair and trusted that it will all turn out ok.
How many companies can claim to do that?
Branding is the difference between someone you sit next to, and your friend. It’s the thing (individual/company/product/
Marketing will tell you why you need a product, but the brand is why you will remember it at the right time.
