Opinion | Contemporary Approaches
The Power of Branding: Brands Don’t Win By Telling Their Own Story, They Win by How Customers Tell It For Them
by Nadia French | January 13, 2026
Consumerism vs. Loyal Consumers
I can’t even count how many times I’ve found myself—and others—defending Apple products to people who aren’t into Apple. I still use my iPhone 13, and I haven’t upgraded in years because it works just fine. Sometimes I tell myself, See? I’m not consumeristic.
But here’s the catch.
Even though I don’t chase trends or rush to buy the latest release, that doesn’t mean I’m immune. I may not be consumeristic—but I am loyal. I’m a fan. A loyal customer.
And when I do need a new phone—because it’s broken, outdated, or simply no longer usable—there’s no debate. I’m choosing an Apple phone. I wouldn’t even consider switching brands.
That’s the difference. Consumerism is about constantly buying what’s new. Loyalty is about consistently choosing the same brand—even when you have many other options.
Key Takeaway: Examine Your Own Behavior
What brands have you been loyal to for years? And why?
Consider the products and services you trust, the restaurant you return to without hesitation, the hotel you book almost automatically, or the platform you rely on without shopping around.
You may realize the decision has very little to do with features, price, or convenience—and everything to do with loyalty and trust.
That realization is the Art of Branding at work.
Are you an Apple fan or an Apple enthusiast?
If not, have you ever met one?
Meeting an Apple enthusiast can feel a lot like meeting an excited, devoted music fan—or, let’s admit it, something a little cult-ish. Apple customers aren’t just buyers. They’re de facto brand ambassadors—sales reps, defenders, and storytellers for the brand.
They’ll happily pay $1,000 or more for a new iPhone, Mac computer, or another Apple product, and most of the time wouldn’t even consider another brand. But why? Welcome to the power of branding.
Brands don’t win by telling their own story. They win by how customers tell it for them. This should be every company’s dream: create high-quality products and services, master the art of branding, and let your customers do the marketing for you.
That is the Art & Mastery of Branding
Apple customers aren’t just buyers—they’re de facto brand ambassadors. They tell the brand’s story, defend it, and actively support other users in online communities, often stepping in as unofficial technical support. And they do it without ever being part of the Apple team.
They do this freely and enthusiastically—sometimes intentionally, often without even realizing it. That’s when branding reaches its highest form: when customers don’t just use the product, they carry the brand forward.
1. From the Founder’s Idea to Customer Buy-In (Mastering Storytelling)
By the time I bought my first Apple computer, I already knew the story behind it. I knew Steve Jobs’s vision, his obsession with innovation, design, his success and setbacks, and his relentless work ethic. He was admired by many and criticized by just as many—but his story was unforgettable.
What’s remarkable is when this happened. During Steve Jobs’s time, most people had no idea who founded the companies they bought from. Founders weren’t public figures. Yet Apple customers knew theirs. His story became inseparable from the product. That wasn’t accidental. It was storytelling.
Today, this approach is standard in tech. Founders are visible. Stories are intentional. But many industries still haven’t caught up. They offer great products and services, yet ignore branding as a strategic advantage.
2. Every Brand Needs a Public Face From Within the Company
Times are changing. Brands now need a public face—someone inside the company who can tell the story in a way people genuinely care about. In the past, high-quality or popular products and services were often enough. Today, they’re not. Human connection has become essential, and the story must come from within.
Brands cannot rely solely on external ambassadors or celebrity endorsements. Some of the most powerful stories come from within.
When customers connect with the story behind a product, they don’t just buy it—they buy into it.
Without a visible internal voice, a brand risks being overshadowed by competitors who do connect with their customers. Endorsements help, but the stories that truly inspire loyalty always start from inside.
3. What Are Your Customers Saying About Your Brand?
Can you confidently say your customers tell your brand’s story the same way you do?
Do they understand what you stand for? Are they emotionally invested? Does your product or service deliver an experience worth talking about?
These questions matter because branding only works when there’s alignment. What the brand says must match what customers repeat. When there’s a gap, trust erodes.
Strong brands don’t just communicate—they resonate.
Strong brands create alignment. When your message, your experience, and your customers’ voices all say the same thing, your brand becomes memorable, trusted, and powerful.
4.) Marketing Gets You Visibility. Branding Gets You Chosen
Marketing creates visibility, attention, highlights features and differentiation. While branding tells the story that gets you chosen—and gives meaning to the choice.
“I buy Apple products for their features and innovation”—that’s marketing. “I buy Apple because it’s the best, and I only use Apple”—that’s branding.
In many cases, Apple customers can’t even fully explain their loyalty. They don’t need to. They just know. (I’m guilty too.)
When branding is done right, customers stop comparing specs. They choose instinctively, emotionally, and repeatedly.
The Opportunity
Don’t just be an admirer of successful brands—build your own. Master storytelling.
Every brand needs a human face—whether it’s the founder, a leader, or someone within the company who tells the story. Brands can no longer rely solely on paid ambassadors or polished campaigns. The most believable stories come from the inside out.
When customers connect with the story behind a product, they don’t just buy it—they buy into it.
Steve Jobs as a founder, and Apple as a company, remain the gold standard of branding done right. When branding works, customers don’t just purchase—they believe, they talk, and they stay.
They don’t work for the brand, yet they tell its story better than the brand ever could.