How to Create a Workspace That Members Will Rave About—No Marketing Gimmicks Needed

• Many workspaces risk blending into the background, lacking a strong community and brand identity that encourages belonging among members.
• Authenticity is essential for coworking brands, with transparency and genuine interactions leading to member loyalty and advocacy.
• A positive employee experience significantly impacts member satisfaction, emphasizing the importance of investing in staff well-being and creating a supportive work environment.

Many workspaces risk blending into the background, becoming mere collections of desks rather than vibrant communities. 

This raises an important question: how can a workspace evolve from a faceless environment into a memorable haven? The answer lies in cultivating a brand that resonates with its members, thus creating a sense of belonging that transcends the simple act of renting a desk. 

By focusing on creating an inviting and aesthetically pleasing space, workspaces can transform the overall experience, ensuring that every member feels integrated into a thriving community.

The Power of Authenticity

In a world oversaturated with marketing gimmicks and polished facades, authenticity has become a rare and precious commodity. According to Stackla, 86% of consumers believe authenticity is vital when deciding which brands they like and support. 

When it comes to building a coworking brand that truly resonates, authenticity is everything.

Why is authenticity so important? 

People are more likely to trust a brand that feels genuine and real. This trust leads to loyalty and advocacy, helping your coworking space stand out in a crowded market.

How can you demonstrate authenticity in your coworking brand?

1. Be transparent in your communication. Don’t sugarcoat things. If there’s a problem, be open about it and explain how you’re addressing it. Keep your members informed about what’s happening in your space, from upcoming events to changes in policies. And most importantly, actively listen to feedback from your members and use it to improve your space and services.
2. Foster genuine interactions with your members. Get to know them personally, treat them as individuals and evoke a sense of community. Organize regular networking events, offer mentorship programs, and simply take the time to chat with your members and learn about their goals and challenges.
3. Ensure that your brand values align with your actions. Define your brand values and make sure they reflect what your coworking space stands for. Live by these values in everything you do, from your marketing materials to your interactions with members. For example, if you say you’re committed to sustainability, take steps to reduce your environmental impact.

The Role of Community

In the heart of every thriving coworking space lies a strong sense of community. According to bestselling author and marketing expert Mark Schaefer, 66% of brand community members are more loyal to the brand. 

This isn’t just a buzzword; it’s a fundamental element that can significantly boost your brand’s appeal.

Why is community so important? 

Members who feel connected to a community are more likely to stay longer and recommend your coworking space to their network. A strong community can also help define your brand’s identity and make it memorable.

How can you leverage community as a branding tool?

1. Create a welcoming and inclusive environment. This starts with encouraging a sense of belonging and connection. Organize social events, encourage members to interact with each other, and create a shared sense of purpose.
2. Encourage collaboration and support. Uphold a supportive and collaborative environment where members can help each other out, share knowledge, and work together on projects. Mentorship programs, workshops, and simply creating a space where members feel comfortable asking for help can all contribute to this.
3. Use community events and initiatives to reinforce your brand’s identity. For example, if your brand is focused on sustainability, organize a community clean-up or a workshop on eco-friendly practices. If your brand is centered around creativity, host art exhibitions or music performances.

The Importance of Employee Experience

While we often focus on the member experience, the employee experience plays a vital role in shaping your coworking brand. Satisfied and engaged employees are more likely to provide exceptional service, which directly impacts how members perceive your space.

According to McKinsey, employees who report having a positive employee experience are 16 times more engaged than those with a negative one. This underscores the importance of investing in your team’s well-being and satisfaction.

The Impact of Satisfied Employees

When employees are happy and motivated, they’re more likely to be friendly, helpful, and attentive to members. This can lead to stronger relationships, a smoother member experience, and a positive perception of your coworking brand.

Satisfied employees can also be powerful advocates for your brand. They can share positive experiences with their friends and family, helping to attract new members. Additionally, a positive employee experience can help you attract top talent, which can further enhance your brand’s reputation.

Improving the Employee Experience

To improve the employee experience, focus on creating a positive work environment. Ensure your space is comfortable, functional, and inspiring. Offer training, mentorship, and career development opportunities. Recognize and reward employees for their hard work and contributions. Create a sense of community among employees. And most importantly, listen to feedback and address their concerns.

Remember, your employees are the face of your coworking brand. By investing in their experience, you’re investing in the long-term success of your business.

The Subtle Art of Storytelling

In a world saturated with marketing messages, storytelling can be a powerful tool to cut through the noise and connect with your audience on a deeper level. 

A study by OneSpot found that 92% of consumers want ads to feel like a story, and 56% of consumers believe that the best brands are the ones that tell stories. 

For coworking spaces, storytelling can create emotional connections, inspire members, and differentiate your brand from competitors.

How can storytelling create emotional connections with members?

Envision a coworking space that shares the inspiring story of a member who launched a successful startup from a small desk in their shared workspace. This narrative can evoke feelings of hope, inspiration, and possibility, creating a strong emotional connection with potential members. 

By tapping into universal emotions and sharing relatable stories, you can nurture a sense of belonging and community within your coworking space.

How can you share inspiring stories of success and growth?

• Highlight member achievements to showcase the successes of your members, from launching new businesses to securing funding.
• Share your coworking space’s growth story to inspire potential members and demonstrate your commitment to growth and development.
• Use these stories to motivate and inspire potential members.

How can storytelling differentiate your brand from competitors?

• Develop a unique brand story that sets you apart from other coworking spaces. This could be the story of your founders, the inspiration behind your space’s design, or a significant event in your history.
• Ensure your stories are genuine and reflect the true essence of your brand. Authenticity is key when it comes to storytelling.
• Incorporate storytelling into all aspects of your marketing and communication to create a consistent and memorable brand experience. This could include using storytelling in your website content, social media posts, email newsletters, and even your physical space.

Future-Proof Branding Strategies

As the coworking industry continues to develop, so too must branding strategies. Here are some emerging trends and technologies that could shape the future of coworking branding:

1.The Impact of AI and Automation

AI and automation can revolutionize the way coworking spaces are marketed and managed. Personalized marketing, data-driven insights, and automated content creation are just a few examples of how AI can be used to enhance branding efforts.

2.The Integration of Virtual and Physical Spaces

The integration of virtual and physical spaces is another key trend. As hybrid work models become more common, coworking spaces will need to adapt to provide a seamless blend of virtual and physical experiences. 

This could involve hosting virtual events and creating online communities, as well as exploring the use of augmented reality (AR), virtual reality (VR), or even metaverse to enhance the member experience.

3.The Growing Importance of Sustainability and Social Responsibility

Sustainability and social responsibility are becoming increasingly important to consumers. Incorporating these values into your brand messaging and actions can help you attract and retain members who are committed to making a positive impact. 

This could involve implementing eco-friendly practices in your coworking space, supporting local businesses, and getting involved in community initiatives.

Conclusion

In today’s competitive coworking market, it’s not enough to simply have a nice space with good coffee. To truly stand out and build a successful brand, you need to focus on creating a holistic experience that resonates with your members on a deeper level.

Authenticity is key. Be genuine and transparent in your communication and interactions with members. Support a strong sense of community by creating a welcoming and inclusive environment. 

Invest in your employees to ensure they provide exceptional service and act as brand ambassadors. Use storytelling to create emotional connections, inspire members, and differentiate your brand. 

And finally, stay ahead of emerging trends and technologies to position your coworking brand for success in the future.

By focusing on these areas, you can build a coworking brand that not only attracts members but also retains them and stimulates a strong sense of loyalty. 

Remember, it’s about more than just a space; it’s about creating a home away from home.