Taiwan's education system has undergone tremendous changes due to declining birth rates in recent years coupled with the overall atmosphere of education marketization. The schools' principals have played a vital role in this new environment. Therefore, this research focuses on an in-depth interview with a remote elementary school principal who tries to explore the perspectives of the brand loyalty triangle to understand how to use a personal brand to gain community support, where he then creates a group of "loyal customers." From the analysis of this case study, we learned that showing strong benevolence and maintaining good relationships with key members in the local community can effectively create "loyal customers." These customers will then provide resources to improve the quality of education even in nearby schools. The improvement will help the principal gain more community recognition, and the cycle continues.