Being able to position the brand as fitting the problems of the market is super important. I like point 2: timing is important to leverage your understanding of your target customers
Especially in a new market where the customers first need to be educated. Most of the people still don't know what is coworking. For digital nomads coworking spaces is also a social place where they can fit into a local culture, find friends, get advice etc. But all this requires trust, and branding plays an important part in building trust.