I recently watched the new Netflix show “Apple Cider Vinegar,” and I was blown away by the clever branding lessons tucked into its storyline.
If you haven’t watched it yet, it’s basically the story of Belle Gibson, once a celebrated wellness influencer, who built an entire platform on what turned out to be fabricated claims about her health and her charitable contributions.
It’s actually more complex and layered than that, but long story short, it led to a massive fallout that hurt not only her reputation but also the people who believed in her.
It got me thinking about how easy it is for someone—or a brand—to present a polished image and gain a following, often without us realizing there might be gaps in the authenticity behind it all.
Her cautionary tale highlights the importance of solid branding principles that, if broken, can bring even the most promising personal brand crashing down.
Let’s look at eight essential branding rules this new Netflix show reminds us never to break if we want to build trust and maintain credibility over the long haul.
1. Be truthful about your personal story
When it comes to branding and marketing, there’s real power in storytelling.
Belle Gibson did get that memo – her story was indeed dramatic and powerful. Except that…it wasn’t true at all.
She became known for her inspiring (but fake) narrative about battling cancer and supposedly healing herself with holistic methods. When these claims were eventually debunked, her credibility evaporated almost overnight.
I’ve seen so many aspiring influencers try to spin a dramatic backstory because they believe it’ll help them stand out.
From my perspective, stretching the truth for attention is a dangerous game. Honesty is the backbone of any personal brand.
If your narrative doesn’t match reality, it’s only a matter of time before someone uncovers the discrepancies. And these days, with the internet moving at lightning speed, any false story can unravel quickly.
When in doubt, lead with transparency. Even if your real story seems less dramatic than a Hollywood script, authenticity resonates more strongly with people than anything exaggerated ever will.
2. Make sure your values align with your actions
I’m all for setting ambitious goals and sharing them publicly. But if what you say you stand for doesn’t match the way you behave, it sends mixed signals to your audience.
As we see in the series, Belle Gibson claimed she was donating portions of her app’s proceeds to various charities, but these donations never materialized as promised.
And that mistake eventually led to the demise of her brand and her reputation.
Your brand values aren’t just words on a page; they should guide every decision you make.
If you claim to champion wellness, show it through consistent habits—whether that’s discussing balanced meal ideas or acknowledging the mental hurdles in self-care.
In the same vein, if you say you prioritize honesty, that means being upfront when things don’t go as planned.
People are forgiving when you own up to your mistakes, but they’re far less lenient when they feel betrayed.
As the team at Thought Lab points out, “Trust is the foundation of any successful relationship, which holds true for the relationship between consumers and brands.”
3. Remember that credibility is earned, not claimed
Early in my writing career, I felt a huge pressure to prove myself. I worried that if I didn’t have jaw-dropping credentials, readers wouldn’t take me seriously.
Over time, I learned that expertise is built one authentic interaction at a time, not through grandiose claims or self-printed accolades.
Belle Gibson tried to position herself as a wellness authority without a legitimate foundation. She published recipes and health advice as if she’d done extensive research—when, in reality, she hadn’t.
The lesson here is that you earn credibility by showing your work, citing reliable sources, and acknowledging the limits of your knowledge.
If you want your brand to be seen as knowledgeable and trustworthy, let your results and consistent efforts speak for themselves.
4. Avoid overhyping products or promises
I get excited when I discover a new supplement, workout routine, or mindfulness hack that actually works for me.
But I’ve also learned to dial down the hype when sharing that excitement with others, because what benefits one person might not have the same effect on another.
In “Apple Cider Vinegar,” another wellness influencer – who goes by the fictional name Milla Blake – claimed that alternative medicine cured her cancer.
To be fair, she did believe in it fully and had no malicious or deceitful intentions. However, with her having a huge following, that declaration had a huge impact on other people’s lives.
Rather than relying on huge claims, offer practical tips, invite users to give you honest feedback, and refine your approach based on real-world results.
When you keep your brand promises grounded in reality, you reduce the chance of leaving your audience feeling let down.
5. Be prepared to stand by your words
I’ve noticed that in the age of social media, we often post or say things impulsively.
And it’s understandable – we’re human; sometimes we get caught up in the moment.
However, if you’re building a brand, every statement you make—especially those big, defining claims—needs to be something you can back up later.
Belle Gibson never had data or evidence to support her claims of having cancer. When challenged, she couldn’t provide receipts, medical documents, or any expert opinions to validate her story.
If you find yourself in a position where someone asks, “How do you know this?” or “Where’s the proof?” and you can’t answer, your credibility takes a major hit.
Even if you’re not a scientist or an academic, you can reference credible sources or your own documented experiences.
Showing that you’ve done your homework goes a long way in reinforcing your brand’s reliability.
6. Cultivate genuine connections with your audience
I love the sense of community that forms when people come together over shared goals, whether it’s improving their health, building mental resilience, or simply wanting to lead a more balanced life.
But for that community to trust you, you need a real connection, not just a sales pitch.
Belle Gibson’s audience, not to mention the publisher of her book “The Whole Pantry”, felt personally betrayed when her story turned out to be false.
They had invested emotionally (and financially!), following her advice and even sending supportive messages, only to realize they’d been misled.
If you want lasting loyalty, focus on building relationships. Chat with your followers or clients, answer their questions, and listen to their stories.
A strong community will stand by you through ups and downs if you’ve taken the time to connect with them sincerely.
7. Own up to mistakes sooner rather than later
I’ve made my fair share of missteps, both as a former athlete pushing my limits and as a writer trying to get my facts straight.
The best way I’ve found to handle errors is to address them quickly and clearly. When you hide, you give the problem time to grow and your audience time to lose trust.
Belle Gibson avoided taking responsibility for far too long. By the time she finally admitted to any wrongdoing, it was too late—her brand was beyond repair.
Had she spoken up earlier, explained her situation, and shown real remorse, maybe the outcome would’ve been different.
Facing mistakes is uncomfortable, but it shows maturity and respect for the people you serve. And in a world that’s often skeptical, a prompt, sincere apology can actually strengthen your brand’s integrity.
8. Stay grounded in the mission, not the hype
After stepping away from competitive sports due to injuries, I found myself more focused on why I was drawn to wellness in the first place, instead of the accolades and endorsements.
It’s easy to get lost in numbers—followers, likes, sales—and forget the core reason you started your brand.
That’s exactly what Belle Gibson did. She chased fame and attention, losing sight of any genuine mission along the way.
Staying grounded in your mission is a protective measure against getting swept up in the kind of hype that leads to unethical behavior.
If you consistently remind yourself, “I’m here to help people improve their well-being,” or “I’m here to share realistic mindfulness techniques,” then you’re less likely to manipulate your story for quick gains.
This goes back to what Simon Sinek often emphasizes: “People don’t buy what you do; they buy why you do it.”
Your audience can sense when you’re mission-driven, and that’s a huge factor in long-term brand loyalty.
Conclusion
The Belle Gibson saga is a stark reminder that a strong brand can never be built on shaky foundations.
Honesty, alignment of values, real credibility, and genuine connection matter more than any flashy marketing campaign.
I’ve found it’s the small, consistent acts of integrity that truly elevate a brand—whether that’s responding thoughtfully to a critical comment or admitting you’re still learning.
So if you’re serious about creating a brand that stands the test of time, keep these eight rules in mind.
They aren’t complicated, but they do require mindfulness, discipline, and a willingness to own your story without glossing over uncomfortable truths.
In a fast-paced world obsessed with going viral and racking up followers, the slow and steady approach of building trust through real authenticity is often overlooked.
Yet it’s the most sustainable path if you want to form genuine bonds with your audience.
Let Belle Gibson’s downfall remind us all: the truth is powerful—treat it with the respect it deserves, and your brand will be all the stronger for it.
