There's a quiet epidemic among entrepreneurs.
Not inflation.
Not taxes.
Not bad staff.
It's the obsession with designing their own logo.
Some people will spend millions setting up a business, but when it's time to build a brand identity, they suddenly become "creative directors" overnight—dragging shapes, mixing colours, placing random icons, and convincing themselves they've created something meaningful.
But here's the truth most don't want to hear:
A logo is not decoration. A logo is strategy.
And when you treat it like decoration, you weaken the foundation of your business before it even begins to grow.
Let me say this as clearly as possible:
Your logo is not for you. It's for the market you're trying to influence.
A brand identity is not about how "fine" an icon looks.
It's about what it communicates when you're not in the room to explain yourself.
Your Business Deserves More Than "Graphic Design by Vibes"
Think about the brands you admire; Apple, Nike, MTN, Dangote, Flutterwave. Do you really believe those logos were thrown together because someone had spare time and Canva open?
No.
Behind every strong brand identity is research, psychology, storytelling, market positioning, emotion mapping, and long-term brand architecture.
But many founders treat branding like a quick errand;
"Let me just put something together so we can print T-shirts."
That "something" is the first impression customers will judge you by.
And yes, they will judge you.
Because customers don't know your intentions. They only see your execution.
You Can't Build a Premium Business With a Low-Intent Identity
Entrepreneurs often say, "My business is different." Yet the logo they create for that "different" business looks like something downloaded from a free icon website, rotated twice, and colored red "because red looks bold."
Branding without meaning is noise.
Branding without research is guesswork.
Branding without strategy is self-sabotage.
And business is hard enough already—why make it harder by confusing your customers?
Brand Identity Is Not Art. It's Psychology.
A real brand identity speaks before you even open your mouth.
It reveals your ambition.
It hints at your values.
It shapes the perception of your price.
It influences trust.
It sets the tone for your marketing.
It separates you from the crowd.
This is why smart businesses hire brand strategists.
Not because they can't draw shapes, but because they understand that branding is not design; it's direction.
If You Want to Be Taken Seriously, Build a Brand That Looks Serious
Entrepreneurs often ask me: "Bennie, does a logo really matter like that?"
Yes.
Because people don't buy the best products.
They buy the brands they trust. And trust has a visual language.
Your competitors are using branding to scale.
You're using Canva to experiment.
And that difference will show—in your revenue.
The Bottom Line
Your brand identity is the front door to your business. If that front door looks cheap, unplanned, and uninspired, don't be surprised when serious customers don't walk through it.
If you want a business that grows, you need a brand that speaks powerfully, consistently, and intentionally.
So the next time you're tempted to DIY your logo, remind yourself:
"I'm not just building a business. I'm building a brand."
And a brand deserves strategy, not shortcuts.
Ready to Build a Brand That Commands Respect?
Let's work together to create a brand identity that speaks powerfully, positions you as a leader, and drives real business results.
Olofinyo Temitope Ben
Brand Strategist & Digital Marketing Expert
Helping businesses across Africa build brands that command premium prices and lasting loyalty.