Insights

Not another meh-mbership

How to design membership programs that stand out

Brand memberships are all over the place. As an independent business model or marketing initiative. More like a loyalty program or a subscription. Online or offline. You’ll hardly find a brand not having or working on a membership program.

At A Color Bright, we've also worked on various membership initiatives for clients across industries in recent months. As part of this work we've looked at hundreds of membership programs and to be honest most feel like half-heartedly and emotionless marketing schemes to just squeeze a few extra euros from customers. Nevertheless, we still like the idea of brand memberships a lot. Well executed, they can be a great tool to truly elevate a brand's relationship with its consumers.

Here are our takeaways on how to design membership programs that stand out and would make us want to join the club.

1—Focus on few but special services

A lot of brands give their members a huge range of perks and services. Often stuff that should actually be a total standard or absolute nonsense. Neither of these give any appeal of exclusivity.

We believe brands should focus on a few benefits that truly create value, give members the feeling of being special, and fit the brand perfectly.

Focus on a few carefully selected benefits that make loyal customers feel special. As easy as that.

The loyalty program of A.P.C. is a good example on how to stand out with offering less. In addition to free items members get free shipping, early access to sales, and free alterations. Free shipping and early sales access have clear monetary benefits and the alteration service is something you don’t get everywhere and perfectly fits the brand.
Source: A.P.C.

2—Create a platform for community experiences

Most membership programs are just about the bilateral relationship between brands and their members. But they have the potential to be more—a platform to bring people together that share a passion. Be it in a discord channel, an online community, or through IRL events.

Think about how your program could become a platform for exchange between its members.

Fotografiska Museum New York aims to be more than just a museum but an inclusive hub for a connected, creative, photo-loving community. As a patron, you get exclusive access to artist moments, previews and bespoke off-site excursions.
Source: Fotografiska Museum New York

3—Real products, not just gimmicks

Your members are usually the most loyal consumers. And what's better for diehard fans of a brand that already own most products? Of course: more products. From early access to limited editions to member-only products.

Great membership programs go beyond pure marketing initiatives but encompass the most crucial element of your brand—its products.

Members of the Hare F.C., the membership program of the gorgeous niche running brand Tracksmith, not only get various perks but also an exclusive member-only singlet.
Source: Hare A.C. Membership

4—Make bold moves

Just having a membership program is nothing special in 2024. Most membership programs out there actually look and feel the same. Of course, there are some proven standards when it comes to designing a membership program. But don’t forget about making it unique.

What could your brand offer that no one else does or can? What would be the most amazing thing you could do for a real fan of your brand.

REI is a truly remarkable company and their membership program perfectly represents their core values. The company is organized as a co-op and their 16.000 (lifetime!) members not only become a nice range of perks but also a seat on the table. Members can vote on candidates for the REI board of directors.
Source: REI

5—Digital products that matter

Ok, this one is more for the bigger brands. But if you have a certain scale, digital products are a fantastic membership benefit as they have nearly zero marginal costs.

Of course, digital products don't make sense for all brands. But when they do, they are a perfect building block of membership programs.

Nike offers its running app NRC exclusively to its members. The app generated millions of downloads and is clearly one of the best free running apps in the market. In return, Nike maintains a direct channel to its members and has access to their health & fitness data.
Source: Nike Run Club

6—Love for the details

There are millions of software solutions out there to run your membership program. These off-the-shelf solutions definitely tick all the boxes to build a membership program but feel about as personal as getting a spam email. We believe that membership programs should express the respect you have as a brand for your most loyal customers.

Your membership program is an opportunity to turn your regular customers into true fans. Don’t screw it up.

Want to chat about how to make your membership program stand out? We’re all ears.

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