The 'Build in Public' Movement on X: How to Create a Transparent Brand Journey

In recent years, the 'Build in Public' movement has become a powerful approach for entrepreneurs and startups, encouraging transparency and fostering real connections with audiences. This approach invites founders to share their business journey openly, from successes to setbacks. Here, we explore how to leverage the 'Build in Public' movement on X to create an authentic brand journey and discuss effective strategies to engage audiences in real-time.

Why ‘Build in Public’? Real-World Examples of Transparent Branding

Transparency is more than a trend; it’s a strategic advantage. Notable entrepreneurs like Pieter Levels and companies like Buffer have popularized this movement, showing the value of honest communication. When brands let audiences in on their journey, they build loyalty and trust.

Case Study: Customer Engagement Done Right

Company Example: Buffer
Challenge/Goal: Buffer sought to build an engaged customer base by being radically transparent.
Approach: They shared revenue figures, company growth, and even internal challenges publicly on X, bringing followers into their journey.
Outcome: This transparency fostered a community that respected Buffer’s openness, ultimately boosting customer loyalty and engagement.

Key Takeaway: Sharing regular updates on both the highs and lows creates an authentic relationship with your audience, enhancing engagement.

Transparency as Trust: Building Your Own Audience Connection

Transparency in Action: How Brands Build Trust by Sharing Their Process

Transparent sharing doesn’t only build interest; it cements trust. People engage with companies they feel are genuine and approachable. Consider the case of [insert entrepreneur/brand known for transparency].

Example Brand: ConvertKit
Goal: Earn the trust of new users in a saturated market.
Approach: ConvertKit’s founder shared revenue growth, mistakes, and pivotal decisions publicly. This “open book” strategy attracted customers who valued honesty.
Result: Trust grew among users who felt they were part of ConvertKit’s journey, resulting in strong customer loyalty.

Key Takeaway: Letting your audience see “behind the scenes” builds trust, positioning you as a genuine brand and industry leader.

Creating a Loyal Community: Tips from Transparent Brands

Building in public fosters a community of advocates who feel personally invested in your success. By involving your audience in your brand’s journey, you transform followers into loyal supporters. Let’s look at the steps successful brands take to engage their audience.

Practical Strategies for Community-Building

• Set Clear Goals for Transparency
  Define what you want to achieve—whether it’s customer growth, product feedback, or community building.

• Choose Your Platforms
  While X (formerly Twitter) is known for real-time sharing, platforms like LinkedIn can also be valuable for reaching professional audiences.

• Share Real, Regular Updates
  People engage when they see consistency. Share updates on product launches, challenges, and pivotal milestones. A variety of content—tweets, videos, live Q&As—keeps your audience engaged and informed.

Case Study: Feedback in Real-Time

Company: Notion
Goal: Involve users in product development.
Approach: Notion actively asks its audience for feedback on features and updates, which they then incorporate into the product.
Result: Users feel a sense of ownership and pride, having contributed to the product’s evolution.

Key Takeaway: Inviting feedback and adapting to it can create a dedicated community that feels a personal connection to your brand.

Crafting Your Own Public Development Strategy

Creating a public development strategy means planning how, when, and what you will share with your audience to foster engagement and trust. Let’s break down the key elements of this strategy.

Aligning Transparency with Business Goals

Your public strategy should support your core business objectives, such as increasing brand awareness or gathering feedback. By linking transparency to your goals, your audience engagement has purpose and direction.

Measuring Success

To track the effectiveness of your public development strategy, establish metrics like engagement rates, follower growth, and feedback volume. Regularly review your performance to fine-tune your approach.

Conclusion

The 'Build in Public' movement offers a unique path for startups and entrepreneurs looking to grow through transparency. By sharing your journey openly and fostering community engagement, you create an environment of trust and genuine connection. Embrace transparency, encourage feedback, and watch your brand thrive as you build in public.