Kimi Evans is a meteorologist and former TV news personality in L.A., San Diego, and Hawaii. Owner of Honor Pilates.
Community is a must in our everyday lives, but did you know it also serves a purpose in business? As a serial entrepreneur, I’ve learned that nothing is as powerful as brand communities.
Whether you’re opening a small business or expanding your existing business with a new location, building a community is the key to customer loyalty. And who doesn’t want more support?
Of course, the tricky part is building the community. After decades in the trenches, I’ve discovered five key best practices every entrepreneur should follow to foster community connections.
1. Create Warm, Welcoming Spaces
Digital spaces are adequate for digital communities, but face-to-face interaction is more powerful—the vibe of a physical space matters. People want to feel seen and valued when they walk through your door. That’s why I work so hard to design inviting and inclusive spaces. When your customers feel less intimidated or nervous, they’re more likely to open up to others and participate in your amazing community.
Warmth goes beyond the interior decor, though. For example, at my Pilates studios, many of the students are trying the class for the first time. They’re nervous and wondering if they’ll fit in or keep up. We offer classes for all levels and emphasize a judgment-free environment to ease their concerns. Warm smiles and personal attention go a long way toward making people feel at home.
Think about the barriers your customers might face and actively work to remove them. It might be as simple as clear communication, friendly staff or a comfortable setting.
2. Host Events That Bring People Together
Nothing builds a community like shared experiences. I’ve hosted co-branded fitness classes with apparel brands, social gatherings for women and even team-building workshops for local organizations. These events aren’t just great for networking; they also reinforce the idea that your business is about more than transactions—it’s a place where people connect and grow.
Host events that align with your mission and bring people together. They don’t have to be anything fancy. If you’re a bookstore, host author readings. If you’re a bakery, try cupcake decorating nights. Make it fun, make it personal and your customers will continue to show up for you.
3. Support Your Local Community
My favorite thing about being an entrepreneur is the opportunity to give back. From mentoring women entrepreneurs to collaborating with local brands, I’m passionate about using my business to uplift others.
The great thing about supporting others is that they will usually support you, too. That might mean partnering with nearby businesses or hosting weekly charity donation campaigns. Steps like these strengthen community ties and help us reach new audiences through collaboration.
Find ways to give back, whether it’s through mentoring, sponsoring local events or donating to a cause your community cares about. Generosity builds goodwill and loyalty, and it doesn’t hurt that it makes you feel good, too.
4. Make It Personal
People connect with people, not logos or marketing slogans. While I’m proud of my studio’s awards, what matters most is the trust I’ve built with my clients. I share my story openly, from my days as a sleep-deprived on-air meteorologist to the challenges of launching multiple businesses.
Being real and relatable makes people feel connected to you and your brand. Share your story. Let your audience know why you’re passionate about what you do. Authenticity goes a long way in fostering loyalty.
5. Focus On Building Genuine Relationships
At the heart of every community is a sense of connection. Building authentic relationships with your customers will set you apart. Simple gestures like remembering a regular’s name, responding thoughtfully to online reviews or sending personalized thank-you notes can make a world of difference. Think beyond transactions. Focus on meaningful interactions that make your customers feel valued and appreciated.
The Long Game
Communities are a great way to garner support for your business, but they won’t appear overnight. Creating a community-centered business takes effort, but it’s worth it. When your customers feel like they belong, they’re likely to stick around—and bring their friends. Whether you run a fitness studio or a tech startup, remember this: The people you serve are your greatest asset. Nurture them, connect with them and watch your business thrive.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
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