You DON’T need a logo to start.
Look, somebody has got to say it: Most small business logos suck.
And yet I can't tell you how many times someone has asked me, when they're hiring me to create their website or help them set up a digital marketing strategy for their new business: "I need to get a logo first. Do you do logos?" And I usually reply, "You don't need a logo to get started. You may not even need a website."
If you're starting a business and getting bogged down and stressed out by the whole logo thing, this blog post is for you. I'm here to set your mind at ease and help you know what to do instead.
So if you don't need a logo to get started, what do you need? I’m going to take you through the three things that I think are non-negotiable when you're just getting started.
Forget Logos: Focus on Reputation
First: you don't need a logo. Instead, you need to know who you’re helping and how. A lot of web designers and other well-meaning people out there want you to start with vision boards, mood boards, and building out a whole brand guide and brand style guide. But often, it’s a distraction from the real work of building a brand. Spoiler alert: Your brand isn’t your logo. It's your reputation.
Let’s delve deeper. If you’re starting a business, you better be crystal clear on who you’re helping and how—what problems are you solving? If you’re still figuring that out, don’t bother with a logo yet.
The StoryBrand framework is really good for this. They use ancient epic story structure to help you talk about what you do and how you help people in a way that centers your customer or your client—because you’re not the hero of their story. They are. You’re just their guide.
So, figuring out what problems you’re solving for whom? That’s way more important than having a logo to start. Spend your time honing that.
Why Most Logos Suck
Let's take a moment to talk about why many small business logos are not up to par. A good logo works in just black or just white. It's visible, legible, and recognizable at the size of the first section of your thumb.
Most small business logos that I see are actually illustrations more than logos. They’ve got all these colors and intricate clip art elements. The nicest thing I can say about them is that they're illustrations, not logos.
If you turn those kind of logos to black and white and shrink them to thumb size, they become illegible. That’s not to say that you can't have a color version of your logo, but your logo should work in black or white and it should work tiny.
Many companies are now doing logo systems with different versions for different uses, but don't get bogged down in this when you’re still figuring out basic things like who exactly are you helping and what problems are you solving. Spend your time early on getting clear on that, and worry about the logo later.
Consider Starting with a Google Business Page Instead of a Website
But there's another thing we need to talk about first: websites. Yes, having a website is a legitimizer. As a web designer, I build custom websites and Squarespace templates for businesses. A good website is the hub of a company's digital presence and digital marketing strategy. Social media, email, search ads, everything else drives back to that website. It's the online property you can control, where you can do business directly with customers.
Sooner or later, and probably sooner rather than later, you will need a website.
But don’t let the perfect be the enemy of the good. You can start a business without a website. Remember, your brand is not fundamentally about your logo; it’s about your reputation. If you don’t have a website when you’re starting out, that’s okay. Focus on building your reputation. And one of the best ways to do that is a Google Business profile.
Take my buddy Josh and I, for instance. We started a powerwashing company called Po’ Boys Powerwashing when we were undergrads. We ran it for just a year. If we had started a website, it probably would have taken most of that year to rank. But if we had started a Google Business profile listing, it likely would have ranked much sooner.
Reviews are public, transferable word of mouth. Start by creating a Google Business profile for your business, fill it out completely, and start collecting reviews as you're solving people’s problems. This is the start to building a good reputation online.
Consider Running Local Service Ads
Have you ever done a Google search for a service and seen a "Google screened" or "Google guaranteed" badge? Those are local service ads. If you have the right licenses and get screened by Google, you can jump to the top of local search results for your industry. See if local service ads are an option for your business.
How to Choose a (Domain) Name
Your business needs a name. Find a name that’s not being used in your industry or, if you’re a local business, in your area. It should be easy to say and spell. My last name is King, which is also a common noun and easy to spell, but my agency is King Haus. I used the German spelling, “haus,” which is tricky for people. Do yourself a favor: find something simple and easy.
Do domain searches while deciding on a business name. Use registrars like Squarespace, Porkbun, or Spaceship to check for available domain names.
Many .com domains are taken. Always opt for the simplest version of your domain name you can, avoid hyphens and creative misspellings.
You can redirect this domain to your Google Business profile until you get a website up and running. This way, you have a simple link to share when asking for reviews.
Set Up Business Email (or Forwarding)
As a side note, having a custom email address at your domain can make you look more professional.
A cheap way to do this is using Spaceship’s Spacemail service, which costs less than 10 bucks a year.
Many opt for Google Workspace, but it’s more expensive.
And if you really want to keep it cheap and simple, set up email forwarding from your domain to your personal email account. This gives you a professional-looking email address to put on business cards and other print materials that forwards to your current email account. It’s a free option until you’re ready for an actual email account.
How to Choose 2 Fonts
Pick two fonts that go well together and use those in everything.
If you’re using Canva, choose fonts they have available; if not, use Google Fonts. Typewolf and Canva both have some good tips and examples for type pairings.
Pick one font with some character for your business name and headers, and another plainer font for body text. Stick to these two fonts to maintain a cohesive brand identity.
Choose 3 Colors: Dark, Light, and Bright
Pick three colors: one dark, one light, and one bright. Contrasting colors make a design look strong.
If you’re not sure, then black, white, and one bright color will work. If you don’t want full black or white, use dark gray (#222222) and light gray (#fcfcfc). Use a bright color when you want to draw attention to something. Coolors is a great site for finding color palettes.
By using these colors and fonts consistently, your brand will have a distinctive, cohesive look.
Build Your Reputation (And Your Email List)
Again, brand isn't fundamentally about logos or mood boards. It's about your reputation: how people feel about you and what they say about you. Focus on solving people's problems and building a good reputation.
One last tip: start collecting emails from the beginning. Even if you don’t have a plan for how to use them yet, start building an email list. It will be an incredible asset for your digital marketing in the future.
Starting a business can be daunting, but by focusing on what truly matters—reputation, clear communication, and understanding your audience—you can set a strong foundation. Good luck on your entrepreneurial journey, and remember: you don’t need a perfect logo or a fancy website to succeed. Focus on what matters most, and build from there. Happy trails!
Continue Reading
