In a recent edition of her Coworking Letter, community-building expert Cat Johnson shared a rallying cry for independent coworking operators.
Her message?
It’s time to raise the volume on what makes indie coworking so powerful—and so different.
We caught up with Cat to ask why she felt so strongly about sharing this list now.
“Big-brand coworking gets the spotlight, but it’s the indie spaces and brands doing the real work, building community, supporting local economies, and creating belonging,” she said. “If we don’t tell our stories, no one else will.”
Here are the ten strategies Cat recommends to strengthen your coworking brand while lifting up the entire indie movement.
Your roots matter. Let people know how your space came to be, who it’s for, and what inspired it.
Your mission isn’t a one-time statement. Weave it into your social posts, tours, newsletters, and onboarding.
From product launches to press features, show how your space supports real growth in your community.
Operators like Sarah Travers of Workbar do this beautifully. Independence means agility, local flavor, and deeper relationships. Say it out loud.
Reporters are always looking for meaningful stories. You’ve got one. Lead with purpose, impact, and connection. Cat even did a workshop on educating your local community. Here’s the recap.
When members join your space, they’re investing in their own community—not sending profits to a corporate HQ.
Don’t try to mimic the big guys. You're not like them—and that's your edge. Make that loud and clear.
You know your city better than any national brand. Use that knowledge to create events and content that resonate deeply. Check out some ideas for events at your space.
Authenticity wins. Don’t stretch to be something you’re not. Celebrate your quirks and your community.
At the end of the day, people want to belong. Your brand isn’t just visuals and taglines—it’s how your members feel when they walk through the door.
If this list resonates with you—and you’re not quite sure where to start—Cat offers one-on-one Clarity Calls to help operators get clear on their voice, brand message, and content strategy.
“Sometimes you need someone to help you zoom out and see your bigger picture,” Cat told us. “A clarity call is a mini-strategy session. We uncover your unique story and how to tell it in a way that connects.”
You can book a clarity call with Cat here and start building a brand that not only stands out, but draws people in.
Because when indie coworking thrives, communities thrive.
The Station Terre Haute is in a historic bakery, but nothing about it is stuck in the past. The local Chamber of Commerce has turned it into a...
Coworking's flexibility, community, and resources have become indispensable fuel for the startup engine that drives innovation in cities across the...
Entrepreneur Vanessa Terry is way more than a notary and her Business Center is much more than a coworking space.
