A strong brand is essential for a coworking space in order to attract and retain members.
A well-crafted brand message can help differentiate the space from competitors while also creating an emotional connection with customers. It can also help reduce marketing and PR costs, as people are more likely to spread the word about the business if they have a positive impression of it.
Additionally, building a solid brand helps create an intangible asset that helps drive long-term growth and success. A carefully crafted brand will create an image that resonates with its target audience, bringing in new customers and rewarding existing ones.
Whether you have a brand to start with or not, there are certain steps you can take to create and execute a successful brand strategy for your coworking space.
1. Know Your Audience
To develop an effective brand identity for your coworking space, the first step is to define or refine your target member persona. This involves understanding their motivations, needs, work habits, and lifestyles. This helps you understand how what you are selling - the coworking experience, community, member perks, etc. - can help meet these needs.
Knowing your target audience allows you to tailor your branding to resonate with them, ensuring that prospective members have a clear understanding of what makes yours distinct from competitors when they come across it online or offline. Additionally, make sure to listen to feedback from existing customers and be flexible in adapting to changes in the industry so that your brand remains fresh and relevant.
2. Keep Your Heart In It
Revisiting or creating a brand promise for your coworking space is critical to ensure that your mission and values are effectively conveyed to both existing and prospective members.
Start by asking yourself:
- Why did you start the business?
- What kind of experience do you want to provide?
- How do you want to connect with members?
- And, what promises are you looking to deliver on?
Answering these questions will help you begin forming a compelling brand promise that resonates with your community.
When defining your brand promise, consider the expectations of your target member personas and watch out for changes in the industry that could affect it.
Additionally, make sure to listen to feedback from existing customers and be open to making changes if necessary in order to remain relevant in today’s competitive market.
Finally, focus on delivering on your promises through meaningful stories or special offers that provide unique value for members; this will create trust between them and your brand.
3. Your Story Matters
Curating a compelling brand story for your coworking business is essential to ensure that it resonates with your target audience and helps them understand the mission and values of your brand.
Your story needs to give context to why you created the business and what you are trying to achieve, as well as how your brand differs from competitors.
When building this narrative, don’t forget about the customer touchpoints, communication channels, and marketing content that need to fall in line with it. Make sure the story reflects your unique services and differentiates you in the market. Think of creative ways to tell it through stories or visual elements—this will make it more memorable for customers.
4. Stay True To Yourself
Once you have identified the feeling you want your brand to evoke, it’s time to think of the visual elements that will help bring this to life and appeal to prospective members. This includes things such as a unique color palette, typography, photos, and logos. Make sure that these elements have a distinct flavor that resonates with your target demographic and is easily recognizable.
If you've already developed a set of brand elements, take some time to review them and see if they require any updates or changes. It might be wise to invest in working with a graphic designer who can help you create something professional and unique in the industry.
5. Lastly, Nothing Will Matter If You’re Not Consistent
After you have created and refined the foundational elements of your brand, it’s time to put them out into the world. Advertising and marketing your brand across multiple channels is essential for ensuring that your story resonates with your target audience. Consistency is key when it comes to telling your story—your members should experience the same value propositions and key messages regardless of the channel they are accessing. Doing this effectively will help ensure that your brand stays top of mind for potential customers.
Looking for the perfect partner to help your business succeed? Look no further. SphereMail has over 12 years of experience in the industry and offers a wide range of white-labeling options that can help you increase your revenue and make your flex space stand out. Our team of experts is here to provide you with top-notch professional support—visit our website today to get started.
