What does your coworking brand represent?

When people see your logo, walk past your building, or your name comes up in conversation, what do people think or say?

Do they think anything? Do they know anything? How well you’ve positioned your coworking space and community gets tested when it’s out in the wild—not when people are reading your website copy or clicking your Google ads.

And what other people think and say about your brand IS your brand.

Maybe you’re known for having the nicest chairs in town; or a convenient location; or nice hospitality touches; or Instagrammable design features.

But what’s below that? After these things fade (which they do with time) what is the actual experience in your space?

That’s your brand. That’s what people talk about. That’s what transforms someone from a transactional customer into an engaged member of the community.

Yes, do the nice chairs, hospitality, and fabulous design. But understand that these things don’t make a great coworking space. I’ve been in more than a few spaces that look truly fabulous—and are entirely void of vibe and life.

Creating a great space is not easy, but it is simple.

Be human, get to know your members, introduce them to each other, participate in the community you’re building, engage with your local community outside the walls of your space, invite your extended community into your space, work to create something extraordinary beyond being a workspace.

This is the stuff that transforms lives and communities.