This study examines the impact of brand positioning on the financial performance of coworking spaces in Kenya, focusing on Nairobi Garage as a case study. Employing a descriptive and inferential research design, the study collected data from 56 employees across five Nairobi Garage branches. Findings reveal a strong and statistically significant positive relationship between brand positioning and financial outcomes, with brand positioning accounting for 68.7% of the variation in financial performance. Key factors such as service quality, consistent brand messaging, and value communication were shown to influence revenue growth, customer retention, and profitability. However, moderate scores in brand differentiation highlight the need for clearer market distinction. Grounded in the Resource-Based View and Balanced Scorecard theories, the research offers practical implications for coworking space managers, policymakers, and investors aiming to enhance brand strategy and financial sustainability. The study recommends refining value propositions, ensuring consistent branding, and aligning branding with customer expectations to improve competitiveness.