If your flexible office space brand is a little outside the box, don't shy away from talking about it.

On the contrary, lean into it. If you ask me, it's one of your biggest assets from a marketing perspective.

I recently got the chance to speak with the team behind a multi-location coworking space network.

They described their brand as being defiant to corporate speak. They're tongue-in-cheek, a little "kooky," and they don't even call themselves an office space. In fact, they've banned the term from their internal vernacular.

I loved this. From a content marketing perspective, my mind nearly burst with possibilities. 

Why?

Because, believe it or not, a well-defined brand—especially a unique and quirky one—is much less common than you'd think in the coworking world. 

This isn't an arbitrary statement. I came to this conclusion from having studied the websites, newsletters, and blog content of more than 100 coworking spaces from all across North America.

So, for example, when your competitors are all selling office space and you're selling a fun, supportive, non-corporate, quirky professional community, you can't help but stand out.

Will that brand resonate with everyone?

No.

Does it need to?

Also no. 

It just has to resonate with the right people.

And it will. In fact, it probably won't even scare away the people who you wouldn't necessarily expect to align with it.

But here's the point... 

When you don't have a clearly-defined brand, it's incredibly hard to market your space in a meaningful way.

But, when you do have one, you've immediately got an upper hand.

So, if you've got a unique brand, don't shy away from leaning into it. 

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