We need to have an uncomfortable conversation.

You're spending weeks agonizing over whether your logo should be a circle or a square. You've gone through 47 revisions debating fonts. You're losing sleep over hex codes.

Meanwhile, your brand is dying—and it has nothing to do with your logo.

Your Logo Is Not Your Brand

Nike's swoosh is iconic, right? But it's not iconic because it's a swoosh. It's iconic because Nike spent decades building a brand around performance, inspiration, and "Just Do It."

The swoosh could've been literally anything. The brand made the logo famous, not the other way around.

What Actually Builds a Brand

Your brand is the sum of every interaction someone has with your business:

The customer service call where your team actually solved their problem instead of reading a script.

The email that was helpful instead of pushy.

The product that exceeded expectations.

The social media response that was human instead of corporate.

The experience that made someone think, "Wow, these people get it."

That's your brand. Your logo? It's just the visual shorthand for all of that.

The Logo Obsession Trap

Here's what happens: Founders spend months on logo design, launch with a "perfect" visual identity, and then... nothing. No strategy. No consistent messaging. No clear positioning.

They think the logo will do the heavy lifting. It won't.

A mediocre logo with an exceptional brand experience will always beat a beautiful logo with a forgettable experience.

What Deserves Your Obsession Instead

1. Your Brand Voice How do you sound? What's your personality? Are you the same across all channels? This matters infinitely more than your logo.

2. Your Customer Experience What's it like to work with you? To buy from you? To get support? This is your real brand.

3. Your Positioning Who are you for? What do you stand for? What makes you different? These answers shape everything else.

4. Your Consistency Do you show up reliably? Do you deliver on promises? Consistency builds trust. Trust builds brands.

5. Your Story Why do you exist? What problem are you solving? People don't buy products; they buy stories and solutions.

The "Good Enough" Logo Philosophy

Your logo needs to be:

• Clean and legible

• Scalable (works at any size)

• Appropriate for your industry

• Reasonably timeless

That's it. Once you've hit those marks, move on.

Perfect is the enemy of done. And done is the enemy of never starting.

The Real Test

Ask yourself: If you removed your logo from every customer touchpoint but kept everything else the same, would people still recognize your brand?

If the answer is no, your problem isn't your logo. It's your brand strategy.

When to Actually Care About Your Logo

Don't get me wrong—there's a time and place for thoughtful logo design:

• Major rebrands

• When entering new markets

• When your current logo actively hurts credibility

But if you're a startup or small business agonizing over logo perfection while your website is mediocre, your customer service is inconsistent, and your messaging is unclear? You're optimizing the wrong thing.

The Hard Truth

Great brands don't need great logos. Great logos need great brands.

Apple's logo is literally a fruit with a bite taken out of it. Amazon's logo is their name with an arrow. Google's logo is colorful text.

These logos work because the brands behind them are phenomenal. Not the other way around.

Focus on What Matters

Build an exceptional product. Deliver remarkable service. Create genuine connections. Show up consistently. Solve real problems.

Do that, and your logo—whatever it is—will become iconic.

Obsess over your brand, not your logo.

Your customers will thank you.

Ready to build a brand that actually matters? Let's focus on what drives real results, not just pretty pictures