The paper explores the theme of personal branding, focusing specifically on Zlatko Dalić, the current and most successful coach of Croatia's national football team. The study aims to analyze the elements that constitute Dalić's personal brand and assess how it impacts the image of the Croatian national team. The methodology employed is qualitative, relying on semi-structured, in-depth interviews with sports journalists, branding experts, and the Croatian Football Federation’s spokesperson. The main findings reveal that Dalić’s brand is built around values like humility, patriotism, and family, which resonate with his public and professional identity. While his consistency and authenticity are generally recognized, there are mixed views regarding occasional deviations from these values. Additionally, the research indicates that Dalić’s brand has significantly contributed to improving the national team’s image and strengthening public support, while also modestly aiding better engagement with different fan bases across Croatia. The conclusion emphasizes that Dalić’s strategic communication and alignment of personal values with his professional role have been key to building a resilient and influential brand that positively impacts Croatia’s football culture and the country's representation on a global scale.