Hey there,

Georgi from Cobot here!

One of the most overlooked parts of online marketing is branding.

And no, branding doesn't just mean your logo. It’s the first feeling people get when they land on your website, the mood when they step inside your space, and the style that ties everything together, both online and offline

So this week, I wanted to give a quick crash course in what a brand identity is and how you can build one that actually feels like your coworking space.

What is Brand Identity?

Put simply, it’s how your coworking space looks, sounds, and feels across every touchpoint.

It’s the visual style, the voice, the atmosphere, and the emotion you spark in your members. And in our industry, that human connection is everything.

Unlike most brands, coworking spaces are seen both virtually and physically. Your identity needs to work across both:

✨ Online: Your website, social media, emails

🪑 Offline: Your interior, signage, even the coffee cups

Check out Werkhain's Instagram profile and website☝

Cohesive branding (matching their space) and easily recognizable style – the point of a brand identity.

🔥 Expect an interview with Werkhain about their interior in this newsletter in two weeks

How to Create Your Brand Identity 🖌️

I would recommend working with someone from your space or investing in a design agency for your branding.

However, I know not everyone has the budget for that (and that’s okay).

Here’s what you need to get started on your own + some free resources:

• Logo - A simple logo (plus a square version for social and favicons).

TIP: I'd recommend working with a person to do this, as this would be quite a visible part of your branding, but there are also some free tools where you can do it alone (like Canva's logo maker)

• Color Palette - Stick to 2-3 main colors and 1-2 neutrals. Use them consistently.

Psst: There is a tool for that – Coolors!

• Brand voice - Friendly? Professional? Playful? Stick to a tone that reflects your space and community.
TIP: You can ask ChatGPT to help you create this.

• Typography - Use consistent typography throughout your physical and virtual communication.

TIP: I would suggest using a Google font: they are free, of high quality, and already embedded in almost all online software.

I would also advise choosing one font instead of having one for the heading and another one for the body. If you still want to do that, you can check out Fontpair.

• Images - Decide on the style that matches your space: natural, expressive, minimal, etc.

TIP: Create a mood board and follow it.

Impact Hub Berlin relies more on natural photography for its social media (which is also great).

Their branding and distinct style, however, can still be felt in all of their posts.

The topic for next week is:

"How to Encourage Your Members to Post About Your Space"

If you missed last week's newsletter, check it out here:

“Content Calendars for Coworking Spaces 📆”

Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.

Share this newsletter with someone if you think they might find it useful. Share the subscribe link with them.

See you next Wednesday and happy coworking! 🥳

Georgi from Cobot Coworking Software

Coworking Software

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Coworking Marketing #22 - Brand Identity