The essence of what constitutes a brand is the authenticity of its identity. Successfully branding oneself has become one of the primary objectives of today. The brand's identity is what makes it unique, and the key to effective branding is to convey emotion outwardly so that it becomes visible or seemingly tangible to others. The thesis, "Instagram as a Tool in Creating Personal Identity and Brand," explores the role of Instagram as a crucial platform for building the personal identity and brand of influencers. Through an analysis of branding strategies using examples like Kristijan Iličić, Dora Predojević, and Karla Zelić, the thesis delves into the processes and tactics that influencers employ to establish a successful presence on this social network. The in-depth interview method was employed to investigate influencers' experiences and perspectives regarding their Instagram strategies. This method provided deeper insights into their motivations, goals, and challenges in the branding process. Content analysis was used to examine in greater detail the types and tones of influencers' posts, as well as their methods of communication with their followers. This analysis helps to understand how influencers construct their personal identity and brand, as well as how they relate to their target audience. The research findings indicate various branding strategies that influencers implement on Instagram to build and maintain their brand. The importance of authenticity and consistency in communication with followers is also emphasized, along with the role of Instagram as a platform for building an online identity. This thesis contributes to the understanding of the strategies that influencers use on Instagram as a tool to create their personal identities and brands, providing insights into the complexity of branding strategies on this popular social network.