Why Your Logo and Brand Name Matter Less Than You Think

Decisiveness Is the Real Skill Every Founder Needs

Almost every day, I hear

the same thing:
“I can’t choose a name, it’s been months.”
“I don’t know where to get a logo.”
“I already spent $500 on a logo and I hate it.”

And here’s the truth. While names and logos are important, getting stuck here is the fastest way to delay your business.

Being decisive in business is crucial. You will never have all the answers when you start. But if you wait until everything feels “perfect,” you’ll still be waiting six months from now while someone else launches and learns on the go.

The reality is that your logo and your name don’t define your brand. You do. The perception of your brand comes from the world you build around it. From the photoshoots you plan, the packaging you design, the storytelling you use, the consistency of your content, and the lifestyle your brand reflects.

Think about it:

• Skims. On its own, the word doesn’t mean much. But today, when you hear Skims, you think of a billion dollar shapewear empire. Kim Kardashian built the perception, not the word.

• Off White. A color. That’s it. But Virgil Abloh turned it into one of the most iconic luxury streetwear labels in the world. Not because of the name, but because of the story, community, and culture he created around it.

---

What You Should Focus On Instead

1. Choose a simple, clear name and move on. Don’t overcomplicate it. People will attach meaning to it once they experience your brand.