Opinion | Contemporary Approaches
The Power of Founder-Led Storytelling: What the World’s Top Four (4) Brands Have in Common
The world’s top four brands: Apple— Microsoft—Google- Amazon
by Nadia French | January 13, 2026
The world’s top four brands:
Apple: brand value of USD574.5 billion, up 11% from 2024
Microsoft: brand value of USD461.1 billion, up 35%
Google: brand value of USD413.0 billion, up 24%
Amazon: brand value of USD356.4 billion, up 15%
Consumerism vs. Loyal Consumers
Many of us find ourselves defending our favorite brands, not because we are consumeristic, but because we trust the consistency of the experience.
I’m not driven by consumerism—and I never will be. But I am influenced by trust and loyalty. There’s a difference. Consumerism is the need to follow what’s "new." Loyalty is the need for the "same."
I don’t buy the latest iPhone release every year, but when I do need a new phone—because it’s broken, outdated, or simply no longer usable—there’s no debate. I don’t shop around. I simply return to what I know and trust. I wouldn’t even consider switching brands.
Loyal customers are not created by convincing people to buy; they are created by giving them a reason to stay.
Key Takeaway: Examine Your Own Behavior
What brands have earned your loyalty over the years? And why?
Think about the products and services you trust, the restaurant you return to without hesitation, the grocery store you prefer to shop at (your favorite grocery brands), the hotel you book almost automatically, or the digital platforms you rely on without ever comparing alternatives.
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.
Apple continues to be the world’s # 1 most valuable brand year after year (USD574.5 billion, up 11% from 2024)
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 a devoted music fan of an artist—loyal, passionate, and fully invested. Apple customers aren’t just buyers; they’re de facto brand ambassadors 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.
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 or 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 and 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
Whether you’re building a startup or leading an established brand, don’t just admire great brands—become one. Growth today doesn’t come from louder messaging or more features, but from stories people believe in and want to be part of.
That requires intention, a human voice from within, and a commitment to earn loyalty over time. In a world where customers choose, share, and shape brands every day, the real question isn’t whether branding matters, it’s whether this is the approach you’re ready to take.
Final Thoughts
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 talk, and they stay.
While brands aim to create exceptional products, services, and experiences, the real mastery lies in the art of storytelling.