The goal of this specialized thesis was to depict the crucial role of the autobiography Zašto te zovu Srna (Why They Call You Srna) in the context of Darijo Srna's personal branding. The research task encompassed the analysis of the autobiographical discourse that Srna used in reconstructing his life story and subsequently connecting it to the process of building, or in his case, 'upgrading' his personal brand. Within the content analysis of the autobiography, special attention was given to elements of childhood and the discourse related to war, key themes in Srna's narrative that extend throughout the book and into his life. This paper addresses how Darijo Srna uses the autobiographical text not only to describe his football career and his life challenges but also as an instrument for creating and strengthening his own identity. This approach significantly influences the perception of readers and the establishment of a long-term brand. Additionally, the paper extends its analysis to posts on Darijo Srna's official Instagram profile to connect social media content with the concept of personal branding. It is evident that the discourse of war, a crucial element in his autobiography, is reflected and enhanced through his Instagram, where Srna actively engages in promoting humanitarian actions to aid Ukraine and promoting social values.