Аннотация: This article examines personal branding as a complex concept, revealing its essence, historical background, and the specifics of its development in the modern world. The theoretical foundations of the concept are analyzed through the prism of classical definitions of branding, the relationship between image and reputation, and the evolution of interest in personal branding in Russia and globally. Particular attention is paid to the classification of personal brand types by field of activity, the application of Jung's archetypal theory to conveying the essence of personality, and the five key principles of building an authentic and sustainable image. The article examines the structural elements of a brand—unique selling proposition, values, expertise, visual identity, and tone of voice—as well as typical mistakes in brand formation. Additionally, the role of storytelling, the ethical dimension of personal branding, and the prospects for its development in the age of artificial intelligence are explored. It concludes that consciously building a personal brand is becoming a critical professional skill in the context of digital transformation and intense competition.