Personal branding is gaining prominence in the field of marketing these days. This strategy is commonly used by many experts in various sectors to gain an advantage and influence how others perceive them. Politicians often use social media as a tool to build their personal image and facilitate political communication with the public. Through personal branding on these platforms, they can shape public opinion about themselves and find it easier to communicate about political issues. Furthermore, the practicality and speed of using social media are factors that make people increasingly dependent on these platforms. The ease of using Instagram has made Cak Ji, the Deputy Mayor of Surabaya who is in charge of governance, frequently active on the platform. Every day, he consistently captures moments in his life using photos and then shares them through his personal account on Instagram. The researcher tried to analyze the content of photos and videos uploaded by him on his Instagram account from February 26, 2021 to February 26, 2022. This research applies the concept of personal branding with a focus on the application of The Eight Law Of Personal Branding compiled by Peter Montoya. The research method used is a qualitative method with a descriptive qualitative approach.