Your logo doesn’t matter (until this does)
Let’s get one thing straight: your logo is not your brand.
It’s not the reason people trust you, it’s not why they buy from you, and it’s definitely not why they tell their friends about you.
Still, almost every time someone starts a business, the first thing they ask is, “Can you make me a logo?” And honestly, I know why. A logo feels like a visual proof that legitimizes your business. It’s exciting, and it makes your business feel real. Something you can slap on a website, a product, a business card — and suddenly, it looks like you’ve got it all figured out.
But here’s the thing no one tells you: A beautiful logo slapped onto a shaky brand won’t save you. And a clear, confident brand? It can sell — even before the logo exists.
Look at Glossier in the early days — plain packaging, barely any logo, but an unmistakable brand built on community, transparency, and a new kind of beauty conversation. Or Liquid Death, whose identity would still be razor-sharp even if you stripped away the metal skull. Why? Because their point of view punches harder than the packaging.
So before you start designing, let’s talk about what actually matters.
Let’s talk about what actually matters first.
Your Point of View
What do you stand for? What makes your approach different from the ten other people offering something similar?
It’s not just about what you do — it’s about how and why you do it. That’s your point of view, and it’s what draws the right people in.
If your brand were a house, your point of view would be the foundation — the solid structure everything else is built on. Your logo? That’s just the welcome mat. Nice to have, but not enough on its own to make someone want to come inside. What keeps them there is what they feel once they step through the door — your perspective, your energy, your voice. (Curious what makes a good one? Read this.)
Branding without a point of view is like decorating an empty house — it might look good in photos, but no one wants to live there.
A logo invites people to the door. Your point of view decides whether they walk in — or turn around and leave.
“If you can’t clearly say what you do, who it’s for, and why it matters — no amount of design will save you. ”
Your Message
What are you actually helping people do or become?
Because if you can’t clearly say what you do, who it’s for, and why it matters — no amount of design will save you. Not a clever logo, not a killer color palette, not even the coolest font on Typewolf.
Design can amplify a strong message but if what you’re saying is muddled, vague, or trying to be everything to everyone, it’s just noise.
When people land on your site or scroll past your brand, they don’t have time to decode mixed signals. They’re looking for something that clicks. Something that feels like, “Oh — this is for me.”
“Your message should do the heavy lifting. Make it clear. Make it specific. Make it true.”
Everyone’s saying something. Few are making it land.
Your Audience
A strong brand isn’t just a reflection of who you are — it’s a bridge to the people you’re trying to reach. And that bridge only works when your message actually resonates — not when it’s built from assumptions or inside jokes. It should speak directly to them in a way that makes them feel understood, seen, and invited in.
“A clear, empathetic message is what turns passive viewers into engaged clients.”
Yes, your logo might help signal that they’re in the right place. But the real connection happens through the way you communicate — how you talk about their problems, goals, values, and the change they’re looking for.
If your brand only talks about you, it misses the chance to resonate with them.
You can broadcast all you want — but if it’s not speaking to the right people, it just sounds like noise. And please — if your logo is a star and it also says “STAR” underneath it? That’s not clarity. That’s redundancy. (Don’t get me started.)
So, when does your logo actually matter?
When your branding has a spine — built on strategy, not just design. When your message lands. When you know exactly what experience you’re creating — and you’re ready to give it a visual anchor. That’s when design becomes powerful. That’s when your logo stops being decoration and starts becoming a shortcut to meaning.
TL;DR
Your logo is not your brand. If you're obsessing over it before you've nailed your positioning, your message, and your audience — you're wasting time and money.
Start with brand strategy. Then design a logo that’s actually worth standing behind.
Need help building that foundation?
Need help building your brand strategy before diving into logo design?
→ Book a Brand Sprint — a deep dive into your positioning, message, and identity