In modern society, personal branding, or self-promotion, has become an imperative for all those who want to stand out from the competition, emphasize their qualities and succeed in the business world, but also climb up the social ladder. Moreover, for those who are regularly exposed to the public eye, like politicians and their families, self-promotion is a condition and a necessity for success. The former first lady of the United States, Michelle Obama, is an excellent example of a successful personal brand. In order to highlight the importance of personal branding, the paper analyzes the ways in which Obama has built her brand over the years in the White House. A case study and a qualitative content analysis gave insight into the qualities and personalities by which she built her own personal brand and how she used it to promote her initiatives. The analysis also includes the ways in which the media presented her on the cover pages of the magazines during the time she was a first lady and how her speeches were described in the online media headlines and web editions of newspapers and magazines, since her appearance, style and communication skills are the main features of her brand. She used her powerful and quality personal brand to initiate certain changes in society and encourage communication on important social issues.