Dogs And Divergent Minds

When Symbols Start a Conversation

For those who know me as The Neurodivergent Dog Coach, you may be surprised to see that I use a jigsaw piece as part of my branding.

The jigsaw piece can be a controversial symbol within the neurodivergent community, and recently, someone kindly raised this point during a conversation in a Facebook group, which gave me the chance to reflect and share why the jigsaw has been such an important part of my identity and business for over a decade.

Let’s talk about what it really means to me, to my clients, and to my values as a dog trainer, business coach, and business owner.

The Origins of My Jigsaw Branding

Long before I ever knew I was neurodivergent, I was a dog trainer, agility coach, and behaviour specialist. My business, KB Agility and Jigsaw Dog Training, was built over ten years ago, and the jigsaw theme naturally became the way I explained training to my clients.

To me, the jigsaw represents the many pieces that come together to make things work, for both the dog and the human.

In agility, for example, the dog has their own jigsaw: skills like focus, confidence, and disengagement are just a few of the pieces needed before we even start on the agility skills.

The human has their own jigsaw too: timing, mindset, and communication. Success happens when both jigsaws fit together held together with one magic ingredient….

In many of my webinars, online courses, and in person training sessions, people have heard me talk about the jigsaw as a way of easily explaining all the pieces that it takes to be successful.

What the Jigsaw Means to Me Now

When I created my logo all those years ago, I had no idea I was neurodivergent. I am late diagnosed, having only received my diagnosis in June 2024.

My branding wasn’t linked to autism, ADHD, or neurodiversity, it was a metaphor for connection, understanding, and thinking way beyond the basic skills of dog training.

Now, as a proudly neurodivergent person (AuDHD) and a coach, the meaning hasn’t changed.

If anything, it’s deepened. The jigsaw reminds me that we are all made up of different pieces, experiences, strengths, challenges, that fit together to form who we are.

We all have individual needs and ways that work for us and it is important to understand the individualities of both ends of the lead when we are offering our services.

When Symbols Mean Different Things

I fully understand that some people find the jigsaw symbol uncomfortable or even offensive, especially because of how it’s historically been used in autism campaigns.

My use of it isn’t connected to that history, but I absolutely respect that meaning can vary.

It is never my intention to offend anyone, in fact my whole aim with The Dogs And Divergent Minds movement is to bring people together and to raise awareness.

However, it’s a great reminder that symbols are complex, and that we can hold space for multiple interpretations without judgement.

This conversation actually highlights what neuro-inclusivity is all about: awareness, understanding, and empathy, even when perspectives differ.

Branding, Values, and Staying True to Your Story

One of the other hats I wear is as a Business Coach. I hold various qualifications in business, and help clients start up and succeed from scratch to running profitable businesses in different sectors of the dog world.

From a business point of view, branding isn’t just about colours and logos. It’s about storytelling, what people associate with you, and how they recognise your work.

After more than a decade, the jigsaw has become part of my story.

My clients recognise it instantly, and it reflects the way I teach, coach, and connect. Changing that wouldn’t just mean rebranding, it would mean losing a part of the identity that’s helped me build trust and consistency in my work over the past 10 years.

When you’re building a values-led business, it’s essential to know why your choices matter to you.

That’s what creates authenticity and helps you attract the right clients, the ones who understand your heart and your mission.

Seeing Beyond the Logo

Logos are powerful, but their meanings are not always what we first assume.

Take the Amazon logo, for example. Many people see a simple smile, but the arrow actually runs from A to Z, representing that Amazon sells everything from A to Z.

The Apple logo isn’t just a piece of fruit, it symbolises knowledge and curiosity, inspired by the story of the apple in the Garden of Eden.

The Nike swoosh represents the wing of the Greek goddess of victory, not just a checkmark.

All of these show that symbols hold layers of meaning. What we see on the surface doesn’t always reflect the full story behind them.

That’s why it’s so important, both as consumers and as business owners, to look deeper.

When choosing who to work with, or when designing your own business, don’t stop at the logo, the shiny certifications, or the surface-level branding. Look at the values, the approach, and the why behind the brand.

True connection comes from alignment, not aesthetics.

You Can’t Be for Everyone, and That’s Okay

In any business, someone will always disagree with something you do, and that’s okay.

The goal isn’t to please everyone, it’s to connect with those who share your values and appreciate your approach. For me, using the jigsaw isn’t about standing out for controversy, it’s about standing firm in what I believe in: understanding, individuality, curiosity, and growth .

My hope is that anyone who spends time in my world sees past the symbol and recognises the care, inclusivity, and purpose behind it.

The Business of Branding: Building Connection and Trust

When we look at branding from a coaching or dog-business perspective, your logo or name is only one small part of the picture.

Strong branding is about how people feel when they come across your business. It’s about creating that like, know, and trust factor, helping your audience understand what you stand for and feel confident choosing to work with you.

If your values are clear, your message is consistent, and your clients can see that you genuinely care about their experience, your brand will naturally attract the right people.

For example in my agility coaching, people can tell straight away, just by the logo that in my world there is more to agility than just the skills. This will appeal to some handlers, but others who just want to do the equipment, less so. That is fine, those aren’t my people, and if they were to come to me, the chances are either they wouldn’t be a client for long as my way of training would be too detailed, or I would end up feeling a negative association as I was training them in a way that didn’t align with my values, leading to frustration and burnout.

It’s not about trying to appeal to everyone, it’s about creating an aligned, authentic business that reflects you.

This is something I often explore with people in my one-to-one coaching, where we look at building a brand that’s rooted in both strategy and authenticity.

I also run a free Neuro-Inclusive Facebook support group where people can not only get to know me a little better, but they can pick up tips and information about neuro-inclusivity, see my values in the content I share, and be amongst like-minded people.

The Neuro-Inclusive Dog Hub, is where I share resources, reflections, and conversations for dog trainers and professionals who want to build more accessible, inclusive, and values-led businesses.

Final Thoughts: It’s About the Bigger Picture

Whether it’s dog training, agility, neuro-inclusivity, or business, everything we do is about putting the right pieces together.

The jigsaw will always represent that to me: understanding both sides of the lead, understanding all of the dog – the emotions, the behaviour, the training. Bringing people and dogs together, and creating space for everyone’s unique puzzle pieces to fit into the exact puzzle they need to succeed!

If you are just starting on your dog business journey I want you to really think about your logo and the meaning behind it. Maybe even share it in the Facebook group and tell me what it means to you and your business – I would love to see it and hear your story, and if you need any help with branding for your business – just ask.

Katrina x