Beyond the Walls: Brand Insights from Industrious

Insights from GCUC Boston presentation by Liz Simon, COO of Industrious

In a world where workplaces are no longer confined to four walls, creating a brand that endures—regardless of where your customers are—is more essential than ever. During the session “Beyond the Walls: Building a Brand Identity That Transcends Your Space,” Liz Simon, Chief Operating Officer of Industrious, shared an inspiring blueprint for building a lasting, community-first brand.

Here’s what we learned from her session about creating a brand that burns brightly—and endures.

Campfire Brands vs. Firework Brands

Liz Simon introduced a powerful metaphor that captured the heart of brand longevity: the difference between a “campfire brand” and a “firework brand.” Fireworks dazzle briefly—grabbing attention and fading fast. Campfires, on the other hand, offer warmth, endurance, and a place for people to gather.

Industrious has embraced the campfire approach: slow-burning, community-driven, and memorable.

The Industrious Brand Strategy Framework

To build a brand that transcends physical space, Liz laid out a four-part strategy that guides every decision at Industrious:

1. Define the Firewood (Brand Building Blocks)

Every fire needs fuel. For Industrious, that means:

• Mission: “The workplace where you belong.”

• Core Values:
  • Welcomed

  • Empowered

  • Delighted

These pillars are more than just buzzwords—they’re operational mandates that guide service standards across all locations.

2. Keep the Fire Burning (Consistency)

Brand strength comes from consistent delivery. Industrious ensures a seamless experience through rigorous hospitality and operational standards—applied across 230+ locations in 65 cities, supporting 40,000 members with the help of 700+ employees.

The result? A Net Promoter Score of 82, signaling world-class customer satisfaction.

3. Build Community

More than just a workspace provider, Industrious fosters belonging. Liz emphasized that community isn’t about grand gestures—it’s about the everyday moments that make people feel valued and connected.

4. Expand Through Partnerships

To broaden impact and deepen relevance, Industrious forms strategic partnerships with trusted global brands like Delta and IKEA. These collaborations reinforce their values while extending the customer experience far beyond the coworking space.

Purpose-Driven Initiatives

Under Liz’s leadership, Industrious has also launched innovative programs that align brand with impact:

• “Industrious You” Theme – A new brand campaign focused on centering the individual experience in the workplace.

• Powering Purpose – A community initiative supporting 30 nonprofits, reinforcing the company’s belief in doing well and doing good.

How the Brand Is Measured

To ensure alignment between brand intent and customer perception, Liz highlighted three key metrics:

• Brand Awareness – Is the public recognizing and recalling the brand?

• Brand Perception – What emotions and associations are evoked?

• Customer Satisfaction – Are members consistently delighted?

This data-backed approach ensures their brand promise is reflected in every aspect of the business.

Final Thoughts: Building Brands with Soul

Liz Simon’s presentation was a masterclass in brand integrity and strategic leadership. Her message was clear: to create a brand that transcends your space, you must ground it in mission, live it through values, and fuel it with community.

Whether you’re growing a local coworking brand or operating a global network, Industrious’ success proves that the strongest brands are not built on flash—they’re built on connection, consistency, and care.

That’s how you build a brand that lives beyond the walls. 

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