Dr. Gleb Tsipursky – The Office Whisperer
Nirit Cohen – WorkFutures
Angela Howard – Culture Expert
Drew Jones – Design & Innovation
Jonathan Price – CRE & Flex Expert
This article originally appeared on catjohnson.co.
Coworking is growing too fast for you to be just another generic workspace brand.
The coworking brands that will thrive moving forward are those that have vision, values, vibe, community, and a clear market segment you serve.
The brands that will not thrive are generic, unremarkable, trying to serve everyone, and afraid to be “for” a clear market.
But that’s not you, right?
As community coworking pros, attracting perfect-fit members to your space is vital. We’re in a loneliness epidemic; suicide rates are heartbreakingly high; entrepreneurs are trying to build and grow alone; corporate employees are lacking consistent in-person connection; and remote workers are stuck working from their kitchen table because they don’t know how valuable coworking can be.
So get clear on who you serve.
Demographics, psychographics, values, purpose, all of it. Then once you’re clear, share that message with the world. Because knowing internally who you’re for and what you’re about, but shying away from sharing those things with the world, in the hopes of attracting anyone and everyone to your space, is not going to get it done.
If you don’t clearly know and state who you’re for, all of your messaging will be flat and forgettable.
Until you figure out who you’re speaking to, none of your marketing will work. It will be generic and no one will see themselves in your space or community.
You will be reduced to a workplace commodity.
Which is the opposite of being a strong, engaging coworking brand with limitless potential to transform lives and communities.
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And if you’re just a workspace commodity, you’re in a race to the bottom with people who compete on price, making you vulnerable to members who will jump at the first opportunity to save money.
So don’t be generic.
Here are five guides to help:
- 9 questions to clarify the target audience for your coworking space: Being a generic coworking brand without a clear focus is a recipe for attracting transactional relationships and building a space with zero vibe. If everyone is your target market, you’re not speaking clearly to anyone and you can end up with a lifeless space.
- 8 strategies to clarify your coworking brand voice: Your coworking space and brand need a clear voice and perspective. Otherwise, you’ll get lost in the noise or, even worse, come off as generic and boring.
- Dust off your coworking values: If your coworking values are collecting dust somewhere, shake them off and bring them front and center so you, your team, your customers, your potential customers, and the public understand exactly what you’re about.
- How do you compete with Starbucks? You don’t.: As you grow your brand and business, focus on you, your community, your neighborhood, your vision. Chasing the big brands (or anyone else, for that matter) only pulls you away from your unique potential.
- How to increase social capital in your coworking space: Beyond the increased productivity, sense of belonging, and community that great coworking spaces provide, they are also social capital hot spots, where businesses grow, leaders emerge, and humans chase their dreams.
