Welcome to our guide on crafting a thriving coworking space brand! In this series, we'll simplify the process into six easy-to-follow parts, offering practical tips for your brand-building journey. Join us on this exciting adventure, empowering you to create a standout coworking space brand from scratch!
Table of contents:
Before we delve deeper, let's grasp why building a brand is crucial for global and local coworking networks.
Brand positioning is the cornerstone, defining what makes your business unique. It's the answer to the question, 'What sets you apart?' This concept influences how attractive and successful your coworking space will be.
Pro Tip: Invest in a compelling visual identity, like a unique logo, to accurately communicate your brand positioning.
Having understood the importance of your coworking brand, let's delve into the specifics.
Brand positioning is the unique space your coworking business occupies in your customers' minds. It's not just what you offer but how you make people feel.
Example: Airbnb turned a simple air mattress into a global lodging revolution, solving a real problem for travelers.
Positioning is your responsibility as the owner. It's the heartbeat of your business, and only your passion can fuel it.
Focus your time and budget on essential things. Identify your target audience and be clear about who your space is for.
Example: Laserman's multitool brand was born from a personal pain point, creating a tool for real-life situations.
Solid positioning relies on technology that solves specific problems better than others and emotions that resonate with your audience.
Avoid generic statements like "We are more than a coworking space." Your positioning must be clear, specific, and unique. Claiming "Best workplace" is too subjective; your unique features need to stand out.
Make it simple and foolproof. If you can't describe it in an elevator pitch or an SMS to your child, it needs more thought.
Learn from brands like Airbnb. They found unique solutions to real problems, creating lasting positioning.
Vacation rentals, cabins, beach houses, & more
Ask three crucial questions:
Example: Airbnb's founders addressed high rent costs by turning their living room into a B&B, sparking a global phenomenon.
Be honest. Evaluate your uniqueness on a ten-point scale, ask employees and customers for perspectives, and repeat your unique selling points consistently.
In the coworking world, your brand positioning is your guiding light. Keep refining it to align with your business values and the needs of your audience.
This segment provides practical insights to refine your brand position and analyze the market effectively.
Imagine you're new to your coworking brand. Challenge the status quo and question everything. Sit at the reception, sell memberships, and organize events. Engage in various roles within your coworking space to gain fresh insights. Be open to change.
Clear your mind for strategic decisions. Dedicate time each month to work on global business strategies. For instance, you can reserve one week a month for clear thinking and strategic planning. Market estimation is your first step, and it's vital for long-term success.
Understand your market beyond local spaces. Identify competitors, influential brands, and niche influencers. Collect information on leading industry players.
Constantly monitor competitors who could attract your customers. Investigate global operators, understand their strategies, and be open-minded to potential inspirations.
Utilize cost-effective strategies to stay informed. Follow members on social media like Instagram and Facebook to understand their preferences. Immerse yourself in their lives to truly grasp your target audience.
Ditch the jargon and focus on studying consumers. Create detailed personas to understand their lives, preferences, and experiences. Instead of a generic target audience, create specific personas like "Dixie Normous, a freelance backend developer, renting a cozy apartment with his girlfriend Wendy Wacko on the third floor of a dormitory."
Take a look around and soak in all the details. Notice the color of his walls, the style of his furniture, and even the smell of his apartment. Is it a vintage vibe with some sentimental pieces or a more modern look from IKEA? All these little things can give you a glimpse into his personality and lifestyle, personalize your approach, and connect with your audience on a deeper level.
Break the norm and spend time communicating directly with consumers. Gather firsthand information and seek insights from employees dealing with the coworking space lifecycle.
Encourage your team to share innovative ideas. Foster a work environment where every team member contributes ideas for improving consumer experiences. Create a culture of brainstorming and motivate community managers to adopt modern technology for member convenience.
Consolidate your knowledge with a quick checklist:
In this section, we embark on the journey of defining what sets your coworking space apart, choosing brand positioning, creating a consumer portrait, and optimizing your landing page.
Begin by envisioning your ideal customer. If you can't picture someone loving your coworking space, it's time for a rethink. Develop a consumer profile—name, age, and preferences. This clarity is your compass for crafting a compelling brand.
Streamline your unique offerings. Less is more. Prioritize two or three distinctive aspects. Remember, if everything is a priority, nothing is. Appeal to logic and emotions. What facts, emotions, and social missions will resonate with your consumer? Find the balance that creates an emotional connection.
Now, seek a single word that unites the consumer, rational benefits, and emotional appeal. This word must be true, thrilling, and envy-inducing to competitors. It should embody your essence and stand the test of time. Think long-term, as your positioning is the cornerstone of your brand.
Transform your word into a concise phrase that encapsulates your uniqueness. Test this phrase with storytelling—narratives that stir emotions and create a connection. Your word and phrase should not be short-term; aim for a lasting impact.
In the digital age, bring theory into practice with a landing page prototype. Create two or three versions and gauge their productivity. Leverage modern marketing by experimenting—launch a Facebook campaign even before your brand exists. Gauge conversion rates and discover what resonates with potential consumers.
Test the demand for your brand before it fully materializes. Experiment with a Facebook campaign, pre-sell memberships, or engage in creative ways to assess consumer interest. Modern marketing thrives on experimentation, ensuring your brand resonates emotionally.
Learn from niche brands like Priority Pass lounges and Greendesk. These brands touch people's feelings, offering experiences that go beyond mere functionality. Consider real-life scenarios, envisioning moments where your brand's essence shines through.
When faced with multiple options, use a checklist to decide. Align your management, culture, and team with your chosen positioning. Ensure your coworking space supports the new brand image. Consistent design elements, powerful symbols, unique experiences, and community-building strategies—all should align with your chosen positioning.
In your brand journey, ask yourself:
This checklist will be your compass as you shape a coworking brand that stands the test of time.
As you've embraced your brand positioning in the previous episode, it's time to ensure your brand's integrity over time. Communicating your idea clearly is crucial. Let's delve into three essential tools to shape and communicate your coworking brand model effectively.
Introduction: Who are you? What do you do? What are your offerings?
Compelling Reasons: Provide three to five reasons why consumers should choose your coworking space.
Emotional Connection: Define the emotions your brand represents and promises to deliver.
Brand Personality: Envision your brand as a person. Is it cheerful, serious, or wise? This guides your brand's behavior.
Unique Positioning: Connect all levels with a powerful "therefore" statement based on your unique positioning.
This tool offers a comprehensive overview, ensuring a unified and clear brand message. It helps maintain consistency and coherence in communicating your coworking brand.
Core Concept: Define one word capturing the essence of your coworking brand.
Segment and Key Features: Identify your target audience and their key characteristics.
Deep Motive: Understand the profound reasons behind consumers choosing your brand.
Emotional Impact: Describe the emotions consumers will experience.
Rational Facts: Provide real, unique facts supporting your positioning.
Visual Identity: Specify the style and color specifications for consistent branding.
Tone of Voice: Define your brand's tone and what messages to convey.
Putting the consumer at the center, this tool adds design and communication rules to maintain consistency. It ensures your coworking brand resonates effectively with your target audience.
Differentiator: Choose one word representing the unique core of your brand.
Message Conveyance: Craft a 25-50-word message revealing your brand's essence.
Iterative Communication:
Repetition: Repeat your brand message through various levels—word, sentence, and writing.
This tool focuses on communication, emphasizing the importance of consistency and repetition. It helps in creating a memorable and impactful coworking brand by iteratively reinforcing your brand message.
Remember, a consistent brand is a strong brand. Like Nike's timeless "Just do it" or WeWork's omnipresent "We," repetition is essential. Consistency builds recognition, ensuring your coworking brand stands out in the competitive landscape. Iteration is your woodpecker, pecking your brand mantra into the minds of consumers, creating a lasting impact.
This is the last leg of our coworking brand adventure. Now, we're diving into how to bring your brand to life and make it stick with your audience. Exciting, right?
Remember your brand basics? It's time to document your coworking brand vision. Break it down into manageable blocks:
Let’s look at each building block and see how to implement your brand vision:
Switch to smart, user-friendly solutions for a better member experience.
Time to spread the word about your awesome brand!
Let’s sum it up:
Solve problems better than others to stand out.
Regularly check and tweak your brand to stay relevant.
Connect revenue with meaningful brand experiences. Your brand can be a social instrument.
Congratulations on reaching the end of our coworking brand guide. Now, go share this knowledge and let your brand sparkle in the coworking universe. Don't just make a living; create something amazing. And don’t forget about technology! Schedule a demo call with our product expert to see how Spacebring can make managing and using your coworking space easy and enjoyable. Happy coworking!