The process of branding is closely linked to the evolution of the human race. Whether we’re discussing the process of marking products with a stamp or creating unique brand stories, the goal of every branding is to create intentional differentiation. In the modern age, the use of social media makes the branding process more accessible and easier to implement, but on the other hand, it makes the process more difficult to achieve. Branding is a process we encounter every day, and branding persons and projects are two types of branding present in the lives of all employees. The branding process itself consists of four phases and the most important phase is the last one – brand realization. For a brand to become a brand, it is necessary to confirm and prove the promised values of the brand in a continuous process. Social media is a great tool for communicating brand values. Simple, clear and precise messages are a powerful tool for gaining new users. The goal of each brand is to create a base of loyal users who will voluntarily promote the brand and all its products. The goal of this paper is to single out communication under selected hashtags (#stevejobs and #iphone12) on selected social networks (Facebook, Instagram and Twitter) and research user’s views on selected topics and gain insight into the current status of the brands that are the subject of this research – Steve Jobs and the iPhone.