I Used to Think My Brand Was Just My Logo

This could be the voice of a gym owner with too many WhatsApp groups…
... A padel club manager who hasn’t had a day off in 3 months…
... A lagree instructor who still answers DMs manually…
Or a yoga studio founder who once thought branding meant “just pick a nice font.”

So here’s a story—from “I,” for everyone.

I Used to Think My Brand Was Just My Logo…

I spent weeks choosing fonts.
Tried every shade of red.
Even had someone design three versions of the same logo so I could “feel into it.”

And don’t get me wrong, visual identity does matter.

But something changed the moment someone told me:

“I tried booking a class with you, but I got tired and gave up.”

That’s when it hit me.

My brand isn’t just how I look.
It’s how I feel to the people trying to reach me.

Do they have to message me on WhatsApp?
Wait for a reply?
Screenshot a receipt?

Are they feeling excited when they book?
Or exhausted before they even show up?

Because now I know…

My brand is also the ease of the experience.

It’s the three clicks it takes to reserve a spot.
It’s the confidence people feel when they get a confirmation instantly.
It’s the tiny moment of: “Oh wow, that was easy.”

And that moment?
It matters more than a font ever could.

That’s why we built in2, to make that moment feel right.

Simple, clear, smooth. Just like a brand should feel.