Your Story Is Your Brand: How Building in Public Can Grow Your SaaS Business
What’s the one thing every successful SaaS business has in common? Connection.
People connect with stories, not just products. And in today’s world, where authenticity reigns supreme, sharing your story has become one of the most powerful tools in your marketing arsenal.
There’s a growing trend among SaaS founders that’s making waves: building in public.
It’s not about having a polished, perfect image—it’s about inviting people into your journey, sharing your wins and losses, and letting them root for your success.
In this article, I’ll show you why storytelling and building in public can transform your marketing, create trust, and grow your SaaS business.
1: People Buy Stories, Not Just Products
Think about the last brand you fell in love with. Chances are, it wasn’t just the product that hooked you—it was the story behind it.
Stories humanize your business. They make you relatable, memorable, and trustworthy.
Take Maria Molinar, a SaaS startup founder from Paris who I met through LinkedIn (and then eventually in person!).
Maria’s journey began in Paris when she discovered the struggles of a local flower shop owner trying to manage inventory and cash flow. That experience sparked her idea for a subscription-based SaaS product Monthlee, designed to solve these pain points for small business owners.
Maria didn’t stop there. She dove into customer interviews with other small business owners, learning directly from her potential customers. Their feedback shaped her product and gave her a clear roadmap for development.
Today, Maria is successfully raising funds to accelerate her startup’s growth. But what makes her truly stand out is how she shares her journey on LinkedIn.
Every week, she posts updates about her progress, her challenges, and even her fundraising journey. Her transparency resonates deeply with her community, who follow her not just for her product but for the invaluable lessons she shares from her experience.
Maria’s story shows the power of connecting with your audience through authenticity and storytelling. It’s not just about what you sell—it’s about the story you tell.
Action Step:
Start sharing your “why.”
- Why did you start your business?
- What problem are you solving, and why does it matter to you?
Post it as a thread or a LinkedIn article—it could be the spark that ignites your audience’s trust.
2: Building in Public Creates Trust and Engagement
What is building in public? It’s the art of sharing your journey—your progress, challenges, and wins—with an audience in real-time.
This approach does two things:
- It makes you relatable. People see the effort, passion, and determination you pour into your work.
- It builds trust. Transparency shows your audience that you’re genuine and committed.
Take Niall Cleaver, CEO & Founder of Cupsly, a timeless coffee cup brand. Although his brand hasn’t launched yet, he’s been documenting his startup journey on LinkedIn for over a year now.
Niall shares updates on business milestones, lessons from failed experiments, and even moments of uncertainty. His openness has helped him build a following of over 52K people on LinkedIn. These followers not only support his vision but also share his posts, creating organic buzz for his brand. (And I can already imagine the buzz when Cupsly finally launches!)
But why start building in public before you launch? Here’s the secret: It’s one of the most effective ways to build an audience and create excitement around your product. By sharing your journey early, you’re not just marketing your business—you’re cultivating a community that’s invested in your success.
When you eventually launch, you won’t be starting from scratch. Your audience—already familiar with your vision and story—becomes your first group of customers, advocates, and amplifiers. They’re the people who will cheer you on, share your product with their networks, and help you create organic momentum.
Think of it this way: Building in public is like planting seeds long before the harvest. Each story you share, each update you post, is a step toward building the trust and interest that will pay off when your product is ready for the market.
Building in public also works as a form of validation. By sharing your progress and listening to your audience, you can gain invaluable feedback that shapes your product and ensures you’re solving the right problem. It’s marketing, research, and community-building all rolled into one.
Action Step:
Start small. Post a milestone you just hit or a lesson you learned this week. Use platforms like LinkedIn to give your audience a glimpse behind the scenes. Not only will you build trust, but you’ll also grow an engaged audience that’s excited to support your journey when you launch.
3: Turn Vulnerability Into Your Superpower
Here’s a truth most founders don’t talk about: It’s okay to fail. In fact, sharing your struggles can be one of the most powerful ways to connect with your audience.
Katie Arnold, Founder & CEO of P3PRMNT, does this beautifully. She doesn’t shy away from sharing the ups and downs of building her business. As a founder in her 20s, Katie openly discusses how her lack of professional experience has been one of her biggest challenges. But instead of hiding it, she uses it as a learning opportunity—not just for herself, but for her audience.
From navigating funding hurdles to celebrating unexpected wins, Katie’s posts inspire her 70K+ LinkedIn followers to embrace the messy, imperfect reality of entrepreneurship. Her openness consistently garners hundreds of comments from supporters who are not only inspired by her journey but feel invested in her success.
Why does this work? Because vulnerability is relatable. When you share your failures and the lessons they taught you, people see the human behind the brand. This authenticity makes your wins even more meaningful, because your audience has witnessed the challenges you overcame to achieve them.
Katie’s strategy also stands out for its visual consistency. Every post she shares includes not just her photo, but a photo of her product—a reusable cup—often held in her hands. This subtle but effective tactic ensures her audience always associates her personal story with her brand, keeping P3PRMNT front of mind.
I know it’s not easy to share failures. The idea of putting your challenges out there can feel risky. But time and time again, I’ve seen this kind of honesty build trust and loyalty like nothing else. When people see that you’re willing to be real about your journey, they become emotionally connected to your story—and your brand.
Action Step:
Think about one challenge or failure you’ve overcome in your journey. Share the lesson it taught you and how it shaped your business. Add a personal touch by including a photo or visual that connects your story to your product or brand.
Conclusion: Your Story Is Your Superpower
The journey of building a SaaS business isn’t just about the product you create—it’s about the story you tell along the way.
Whether it’s Maria Molinar’s customer-first approach to crafting her startup, Niall Cleaver’s transparent journey of building a brand before launch, or Katie Arnold’s willingness to share her challenges, one thing is clear: your story has the power to connect, inspire, and build trust.
If you decide to build in public, it can be a game-changer.
Sharing your wins, lessons, and even struggles helps you grow a community, validate your ideas, and create a network of supporters who are ready to champion your success.
But it’s not for everyone, and that’s okay. What matters most is finding a way to share your journey that feels authentic and sustainable for you.
Remember: you don’t need to have everything figured out. Start small. Share one milestone, one lesson, or one insight. Let your audience see not just the polished final product, but the heart and hustle behind it.
Your story is your brand. And if you choose to share it, you might just find that it creates deeper connections and opens doors you never expected.
Ready to explore more strategies like these?
Sign up for my Inbox Club newsletter for weekly insights, tips, and inspiration to help you build your dream business.
Let’s make 2025 the year your story takes center stage—if you decide it’s the right path for you.
