The am of the study was to describe how influencers can build a personal brand on social media. The main question is, "How can an influencer's personal brand be built up?" Based on a review of previous research, the construction of influencers personal brand seems to differ so much from other personal brands, that we cannot assume that the same theory can be used. If the conclusion is that influencers' personal branding is similar to previous research, I want to contribute with empirical evidence that proves it.

The study's theoretical framework is based on brand theory and influencer marketing. The study is searching for validity and therefore qualitative methods have been applied. Primary data has been collected through qualitative one-to-one interviews with influencers, influencer networks and an influencer expert. To reduce reduplication, empirical data and theory have been interwoven directly into the analysis. The study consists of 10 interviews that have been transcribed, coded and analyzed. This has resulted in eight themes: credibility, values, promises, relationships, niches, collaborations, mission and algorithms. Of the eight topics, most of them aim to build credibility.

The conclusion is that traditional brand theory partly can be applied to influencers personal brand. Two themes, mission and promise, has been found so alike, that brand theory can be applied directly to influencers. Some themes are partly different and one theme, algorithms, is not mentioned at all by the brand theory. In the discussion, similarities and differences between brand theory and influencers personal brand are presented. In the conclusion there is a model that illustrates the themes that together constitute an influencer's personal brand, and how they relate to each other.