So, What Do Apple and Android Have in Common?

We fall in love with brands like these. We become loyal. We advocate. But why?

The answers lie in Emily Heyward’s book, Obsessed: Building a Brand People Love from Day One. This isn’t just another branding book—it’s a guide for anyone serious about creating something meaningful, memorable, and... well, lovable.

Let’s Break Down the Core Ideas

The book is built around 8 chapters, each centered on one big emotional truth that drives brand obsession:

• Fear of death
• Elate to emotional
• Sense of self
• Creating connections
• Strength in focus
• Redefine expectations
• Embrace tension
• Make it personal

Fear of Death

This is about digging deep—past the surface-level benefits and into the real, raw problem your brand solves. Not “it’s cheaper” or “it’s easier”—but what’s the real emotional struggle your customer faces? What’s the deeper WHY?

Heyward suggests using the “But why?” method. Ask it again and again until you get to something that hits emotionally. Something like security, freedom, identity—or yes, even the fear of death. It’s a bit uncomfortable, but it’s also the foundation of branding that sticks.

Elate to Emotional

The most successful brands don’t just sell things—they make people feel something. Your brand story has to spark emotion, and it needs to be consistent through every touchpoint: your words, your actions, your site design, your packaging—everything.

In a crowded market where everyone can be “cheaper” or “faster,” it’s emotion that wins loyalty. So ask yourself: Why should people care about your business?

Sense of Self

Modern branding flips the script: instead of asking customers to adopt your values, you align your brand with theirs. The strongest brands reflect the consumer’s identity back to them.

It’s not just about what they’re buying—it’s about who they become when they buy it. That’s how you build not just loyalty, but community.

Creating Connection

A community isn’t just a Facebook group—it’s a shared identity. When your brand is built on real values, you create natural bonds between your customers. You give them something to believe in and something to belong to.

But it has to be authentic. Social responsibility isn’t a trendy add-on—it should be baked into your brand story so deeply that removing it would break everything else.

Strength in Focus

When you’re just starting out, less is more. Focus builds clarity—for you and your audience. You don’t need to launch with five offers and three product lines. Start with one thing and do it brilliantly.

That clarity gives you space to tell a stronger emotional story. It also makes it easier for your customers to say “yes.”

Redefine Expectations

The most iconic brands didn’t play by the rules—they broke them. Consumer research will only get you so far, especially if your audience doesn’t know what’s possible yet. Sometimes, the best branding comes from reimagining how a category could look, sound, or feel.

Don't be afraid to zag while others zig. That’s how you stand out.

Embrace Tension

The most interesting brands have personality conflict. That might sound strange, but it's powerful. Tension—like being both bold and humble, playful and serious—keeps your brand human and unpredictable in the best way.

Without that complexity, your brand risks feeling flat. So instead of trying to be everything to everyone, dare to be real.

Make it Personal

Your brand should feel human—because people connect with people, not corporations. If you’re a founder (especially a creative service provider like a website designer), this is where you shine.

Your story, your passion, your perspective—they all add soul to your brand. And people fall in love with soul.

What This Means for Your Brand (and Your Website)

Building a brand people love is emotional, strategic, and deeply personal. Your visuals, your words, your user experience—it all needs to reflect this. And that’s where your website comes in.

If your brand doesn’t live and breathe online in a way that reflects your values and connects with your audience—you’re missing the opportunity to turn browsers into buyers and visitors into fans.

Need Help Bringing This to Life?

Branding is never truly “done.” It evolves with culture, your team, and your audience. But it has to start somewhere—and that somewhere is your website.

So if you're building a brand and want your site to actually reflect everything we just talked about, I’d love to help.

Let’s chat about your brand and website →

Thanks for reading!
Kami x