5 Reasons Why Building Your Brand in Public is a Game-Changer
Building your brand in public is a powerful strategy for fostering connections and engaging your audience. In an era where transparency and authenticity are crucial, this approach allows entrepreneurs to invite their audience into the brand story in a meaningful way. By sharing behind-the-scenes insights, you can connect with your audience on a more personal level.
Here are five compelling reasons to embrace building your brand in public:
1. Create a Relatable Brand Identity
Sharing your journey, including both successes and challenges, helps to create a relatable brand identity. People want to connect with real individuals, not faceless corporations. A real person who resonates with your audience can express your brand values more effectively than any mission statement or mascot ever could. Take, for example, an indie coffee shop owner who gained popularity on TikTok.
Initially, viewers might think she’s just an employee ordering unique drinks, but as they watch her videos, they discover she is the owner. In her engaging style, she asks fun questions like, “Based on my outfit, what drink would you make me?” or “I’m really hungover; what will you make me to eat?” This not only showcases her delicious offerings but also highlights the camaraderie among her team, who take care of one another.
Over time, viewers learn about her inspiring journey from starting as a coffee cart to now owning several brick and mortar locations. This transparency makes the brand feel more personal and relatable, allowing the audience to organically root for her continued growth and success. After all, she’s just like us—she gets hungover and craves pancakes and a strong iced latte, making her journey all the more relatable.
2. Enhance Trust and Credibility
Inviting your audience to witness your process fosters trust. Transparency and vulnerability demonstrate that you are genuine and committed to your mission, enhancing your credibility in the eyes of your audience. Nothing keeps it real like human-to-human interaction. Many founders and brands host live sessions on social media, directly interacting with their audience in real time. These candid environments—whether they’re in a warehouse packing orders or discussing product development challenges—create a relatable atmosphere.
For example, a small skincare brand might go live while preparing orders, answering customer questions about their products and sharing stories about their sourcing process. This direct engagement not only makes the brand feel more approachable and trustworthy but also allows customers to see the people behind the products, reinforcing a sense of community and connection.
3. Foster a Supportive Community
Building your brand in public encourages community formation. Notice the uptick on social media where social media managers themselves become the content? This isn’t as candid as it appears—it’s a strategy to make you feel like you’re getting a peek behind the curtain. It makes you an insider and allows you to feel “in on the joke,” fostering a sense of belonging. As you share your progress, you attract like-minded individuals who are interested in your journey. This community can provide valuable feedback, support, and collaboration opportunities, creating a network of advocates invested in your success.
4. Generate Buzz and Anticipation
By sharing your development journey, you can generate excitement and anticipation before your official launch. This buzz can lead to a loyal following, ready to support your launch and spread the word about your brand, significantly impacting your initial sales and overall success. Consider a fashion brand that teases new collections through sneak peeks and behind-the-scenes footage of the design process.
This approach not only builds excitement but also invites the audience to feel like part of the creative journey. For instance, a popular brand might share polls on social media asking followers to vote on designs or colors, making them feel involved in the decision-making process and generating further interest.
5. Accelerate Learning and Improvement
Publicly sharing your work allows you to receive feedback in real-time. This rapid feedback loop can help you identify areas for improvement and validate your ideas more quickly than traditional methods. Imagine a software company that releases beta versions of its products to the public, encouraging users to provide feedback and report bugs. This openness not only improves the product but also makes users feel valued and heard, strengthening their connection to the brand.
Additionally, a company might create a dedicated feedback forum where users can suggest features or improvements, fostering a collaborative environment that enhances product development
Building your brand in public is a strategic approach that can lead to greater engagement, trust, and success. For established brands, sharing behind-the-scenes insights can deepen connections with your audience and enhance your brand's authenticity. Embrace transparency and share your journey to create a strong brand presence and foster a community that supports your vision.