Show the Process, Not Just the Result
When launching a brand, it’s tempting only to show the finished product. But the brands that truly resonate don’t just show, they invite.
They bring their audience along the journey, sharing challenges, solutions, and everyday moments.
Take Aevum Salon, co-founders, Tom Smith and Chris Donohue, used the salon's Instagram not just to post about polished hair transformations and beautiful salon videos, but the entire journey, designing the salon space, sourcing materials, and creating a welcoming environment.
They document it all:
The “Worst day so far” and “Today was tough” clips show real struggles.
Design decisions, like “Should we paint our beams?” or “Choose our flooring with us”
Moments of disaster or surprises: “Disaster has struck” or “You won’t believe what we discovered”, show that not everything is perfect while building a business.
This approach makes followers feel like part of the process. They see the highs, the lows, and the problem-solving moments that go into creating a brand from the ground up.
One thing this strategy does is encourage discussion between the salon owners and their community. It creates something called a para social relationship, essentially meaning those who have never even met Tom or Chris, forge a digital friendship with them, as we become invested in their successes, stresses and journey at large.
Rather than waiting for everything to be “ready” and posting a static image on their socials, Tom and Chris brought everyone into the journey with them. And we for sure are very invested! And look forward to taking a trip to the beautiful space in Central London.
Similarly, Cassey Ho, founder of Popflex, involves her followers heavily in designing both her Blogilates and Popflex brands. She consistently gathers feedback on social media, creating a collaborative process.
For example:
Target line expansion: Followers helped shape the affordable Target collection, influencing details like pockets, ruffles, and tulle.
Interactive design: Ho shared behind-the-scenes updates, revising products like a hiking skort based on follower input.
Product improvements: The Popflex “Not Your Typical Tank” was redesigned with a built-in bra, higher neckline, and upgraded ribbed fabric thanks to community suggestions.
By treating her audience as collaborators, Ho built a loyal community, resulting in highly requested products, viral launches, and innovative designs that reflect what her followers truly want.
Journey Marketing or Behind-the-scenes (BTS) Marketing
This approach is often called Journey Marketing or Behind-the-scenes (BTS) Marketing, and it’s all about showing the real process of building a brand or product.
It combines transparency and audience involvement, letting people see the challenges, solutions, and everyday moments that go into creating something.
By inviting followers into the journey, brands like Aevum Salon and Popflex turn passive audiences into engaged, loyal communities, making people feel like they’re part of the story rather than just consumers.
Our Thoughts
If you’re launching a brand, this is exactly how you should do it. Invite your audience in, share the process authentically, and let them see the highs, the lows, and the solutions along the way.
Whether it’s a salon like Aevum or a fashion brand like Popflex, letting followers actively participate in the journey builds loyalty, trust, and innovation, turning fans into passionate advocates.
