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Be a Join Brand, Not a Buy Brand: Koral Ibrahim on Community, Belonging & the Future of Work

By Liz Elam On December 19, 2025 In Coworking•Coworking Trends•Future of Work

On the latest GCUC Podcast, Liz Elam sits down with one of the most exciting voices in our industry: Koral Ibrahim, founder of The Ready House and a strategist whose work bridges brand, culture, and community. If you saw their fireside chat at GCUC UK, you know their chemistry is electric. This episode goes even deeper.

Why Koral “Hates” the Word Community

Koral argues that most brands misuse the word. What they really have are audiences, customers, visitors, or followers, not communities. A real community has emotional connection, shared values, and participation. Not everyone who buys from you belongs to you.

Buy Brand vs. Join Brand

Koral’s signature idea:

Buy Brand: transactional, people purchase what you sell.
Join Brand: relational, people buy into who you are.

Join brands create rituals, invest in belonging, and build advocates—not just customers. For coworking, this shift is everything. You’re not selling desks; you’re selling meaning.

Events Are Your Front Door

Events aren’t add-ons. They introduce your values, spark connection, and create emotional memories. But Koral draws a line:

Events can be generic.
Activations are intentional, hyper-local, and brand-specific.Future-ready operators know the difference.

Perception = Real Estate Value

Koral shares research from Bloom Consulting showing that even a 0.1% boost in perception can dramatically increase workforce income, foreign investment, and tourism.

The takeaway:

Community shapes perception → perception drives value → value fuels long-term success.
Community isn’t a cost center, it’s a revenue multiplier.

The Future of Work Requires Mental Health Support

Liz boldly states that every coworking operator should offer free mental health resources. Koral agrees. Gen Z, and the next wave of workers, expect authenticity, wellness, transparency, and values alignment. Coworking spaces that deliver will win.

Human Connection Is the Real Strategy

Koral’s passion comes from his grandparents’ small high-street business, built on relationships more than product. For him, the lesson is clear: Brands don’t connect with people. People connect with people and they bring brands to life.

Community managers, design choices, and events aren’t extras. They are your brand.

Why You Should Listen

This episode will reshape how you think about community building, brand behavior, space activation, member engagement, landlord relationships, and preparing for the next generation of workers.