Garrett Tichy is a masterful brand builder who built one of the most recognizable coworking brands, Hygge Coworking, and has now co-founded Seemingly Overzealous Ice Cream.
In advance of the Coworking Creators Summit, Garrett shares what makes a brand feel authentic, the benefit of a great brand voice, and how coworking space operators can start creating a stronger voice and brand.
1. What makes a brand voice feel authentic instead of forced?
Whether an actual person or a persona, the voice needs to come from an active participant in whatever you are building. Your potential community members have a lot of choice in some markets and if they see themselves in the brand you have a greater chance of bringing them into your community.
2. Where should coworking spaces start when developing their voice?
First and foremost, be yourself OR let whoever is developing this voice be themself. It’s really exhausting to have to “turn on” a persona. It also runs a greater risk of inconsistencies between who you are and what you’re putting into the world.
Also, don’t be so rigid that you leave no space for someone to see themselves in the brand. That may sound weird but some brands draw such hard lines that they cut people out without even knowing it. Leaving this space allows people to feel a part of it, embody it, and also parrot your voice while adding their own flair.
3. How does it benefit a business when the brand voice is done really well?
We’re all vying for people’s attention. A great brand voice can separate you from the numerous competitors in your market. It’s really that basic, but it’s true.
Learn more from Garrett at the Coworking Creators Summit on October 23.
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