Marketing

Why Founders Are Building Their Brands in Public

A new wave of founders are turning product development, missteps and everyday decisions into a live feed for social in order to forge deeper brand loyalty from the get go. But what do they need to be mindful of?

May 27, 2026

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Across Instagram, TikTok and LinkedIn, companies are increasingly being built in public. Founders are sharing product development, setbacks, strategic decisions and raw personal journeys in real time.

Founders are sharing product development, setbacks, strategic decisions and raw personal journeys in real time.

What began as a startup tactic is evolving into a branding strategy in its own right, particularly for smaller consumer brands competing against corporations with far larger marketing budgets.

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