This is how you pre-launch a brand in 2025

Have you noticed that more founders are sharing their brand-buildingjourney before launching?

Instead of waiting for the ‘perfect moment’ to drop the ‘WE’RE LIVE’,there’s a growing trend of founders bringing the customer along for the brand-building ride. Sharing everything, the good, the bad,the u-turns and even getting you involved in brand decisions in real time.

Here’s some of my favourites showing you how to to do it well..

Sult

SULT is an electrolyte brand founded by two friends, Milly G. and Henry Porpora. They are putting their own twist on pre-launch and having fun along the way.

So i’ve kinda been obsessed with this brand ever since I laid my eyes on it. Turns out so has the rest of the social media world. For good reason, too. It's wild, as they haven't even launched any products yet.

Why all the hype I hear you ask?
Well....they've shared everything on social media - from taste tests to u-turns in the brand identityto all the highs and lows of start-up life.

However, the best part is getting the community to choose the packaging, build their newsletter and promote their waitlist. This is a pretty genius move, as customers feel like they're part of the process and are engaged with the brand.

They’ve also only released a limited supply for the first drop so it’s generating hype, desirability and FOMO to be the first to get your hands on it whilst reducing financial risk and a good way to test and refine. LOVE IT.

Long Lane

Another one opening the doors before theyopen. Literally.

I give you Long Lane. A health and wellness club meets hotel that launches in September but is already causing a buzz, and I'm hooked. Founded by ex-wall street Harrison Hide and Loui Blake.

Why all the hype I hear you ask?
Long Lane isn't waiting until everything is finished to start building excitement. Understanding the importance of being digital first. They’ve invited us all into the BTS process. They've moved into the space with their investor and content team, sharing every detail of the build, the thought process, and the vision in real time.

Their strategy doesn't end there.
They're also sharing the personal stories that led them to this idea, making the journey authentic and relatable by going on podcasts, spreading the word, and sharing their expertise. Not only does this make them human, but it also positions them as thought leaders in the health and wellness world.

The results
16.5k followers on Instagram with the word only growing and their not even set to open until September.

Here’s why it works...

• Customers feel part of the brand

• It gives the brand a face and voiceIt feels real and authentic which we all crave in brands

• Transparency & authenticity builds trust

• Test product market fit

• You can build a newsletter and a waitlist

• Drum up hype & excitement for launch

• Sharing expertise positions you as an expert

• You don’t know who’s watching. Think potential investors, customers or future collab opportunities

In the process of launching a brand? Start sharing now.