Have you ever wondered what makes some coworking spaces thrive while others struggle to fill their desks? It often boils down to one key factor: brand loyalty.
The ability to keep members coming back, not just because of the facilities, but because they feel connected to the space, is essential.
But how do you go from being just a convenient workspace to creating an environment where your members become your biggest advocates?
In this blog, we’ll explore practical strategies to help you build strong brand loyalty and turn your members into the best marketing tool you could ask for: brand ambassadors.
Let’s face it, loyalty doesn’t happen overnight. It’s earned through a consistent, positive experience that members can rely on. The first step is building a foundation of trust.
Think about what makes you loyal to the brands you love. It’s likely because they deliver a service or product that meets your expectations every single time. Coworking spaces are not different.
To cultivate this, you need to ensure that the experience in your space is consistent. From the speed of the Wi-Fi to the cleanliness of the workspace, small details contribute to the overall impression.
Members need to know that they can rely on your space to provide a comfortable, efficient, and pleasant work environment every day. When you show consistency, you build trust, and that trust is the bedrock of brand loyalty.
Loyalty often begins with a sense of belonging. In coworking spaces, the real value comes from the relationships and community that members experience. When people feel they are part of something meaningful and supportive, they’re more likely to stay.
Creating an atmosphere where members can interact, share ideas, and build genuine connections transforms your space into more than just a place to work, it becomes a place where people feel invested.
Start by creating opportunities for organic interaction. Casual meetups, coffee mornings, or end-of-week wind-downs are simple yet effective ways to get people mingling.
You could also organise themed events or member-led workshops to encourage participation. It’s important that these don’t feel forced, allow relationships to form naturally.
However, it’s not just about organising events. Your team should be actively involved in creating that sense of community.
A friendly hello in the morning, remembering members’ names, and taking an interest in their work goes a long way. It’s the personal touch that makes your space feel like home and transforms members into loyal advocates.
Everyone loves to feel appreciated, and your members are no different. A great way to build loyalty is by rewarding it. Loyalty programmes are common in many industries, and they can be highly effective in coworking spaces too.
This doesn’t have to be complicated, simple perks like free meeting room hours, discounts on event space, or even a complimentary coffee can make members feel valued.
But rewards aren’t just about freebies. Offering ongoing value is another critical factor. Can your members access exclusive workshops, networking events, or collaborations?
Perhaps you have a partnership with local businesses, offering members discounts on services like gyms, cafes, or printing. The more value you provide, the more members will associate your space with benefits they can’t find elsewhere.
One surefire way to turn members into ambassadors is by giving them a sense of ownership. When people feel that they have a hand in shaping their environment, they become emotionally invested.
Encourage members to suggest ideas for events, amenities, or even the layout of the space. Regularly seek feedback and act on it when members see that their input is valued, they will feel more connected to the brand.
Consider introducing a ‘Member Ambassador Programme’ where long-standing members help to welcome newcomers, run tours, or even organise events.
Not only does this make your ambassadors feel important, but it also creates a strong sense of community from day one for new members.
When people are empowered to play a role in shaping their work environment, they are more likely to sing its praises to others.
Strong communication is key to maintaining a relationship with your members. Regular, open lines of communication foster trust and ensure that your members feel informed and included.
This is particularly important for coworking spaces, where members can range from freelancers to remote teams, all with different expectations and needs.
Newsletters, member forums, and social media groups can keep everyone in the loop about what’s happening in the space, from upcoming events to new amenities.
The tone of these communications matters. Keep it friendly, informal, and focused on the community. Avoid making everything about business , share member success stories, highlight collaborations, and celebrate achievements. This helps create a sense of camaraderie and personal connection to the brand.
Once you’ve laid the groundwork for loyalty, it’s time to activate your members as ambassadors. The most authentic form of marketing is word-of-mouth, and happy members are your most powerful advocates.
A referral programme can be a great way to encourage this. Offer incentives like discounted membership fees or free perks for members who bring in new clients. Make sure to keep the process simple and rewarding, if it’s too complex, people won’t bother.
Social proof is another key factor. Encourage members to leave reviews on platforms like Google or to share their experiences on social media. You can prompt this by offering something small in return , maybe enter them into a raffle for a free month of coworking or feature their testimonial on your website.
When potential clients see genuine feedback from current members, they’re far more likely to trust your brand.
Finally, remember that loyalty often comes down to the individual experience. Personalisation is a powerful tool for creating connections. For example, some members might thrive on networking opportunities, while others prefer quiet, private workspaces.
Tailor your offerings to meet these needs. Whether it’s customising membership plans or simply being flexible about workspace usage, showing that you recognise and cater to individual preferences can significantly strengthen loyalty.
It’s also worth keeping track of milestones. Celebrate member anniversaries, acknowledge their achievements, and offer personalised thank-yous for their continued membership. These little touches can make all the difference, reminding members that they are more than just a number.
At PONT, we understand that loyalty is built on trust, community, and personal connections. Our platform is designed to help you to do all these things for you’re members.
Through consistent service, rewarding experiences, and a focus on personalisation, we ensures that every member feels valued and appreciated. Join us, and see how we can help you not only build your business but also become part of a vibrant, loyal community.
