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Description: Rachmad, Yoesoep Edhie. 2020. The Power of Personal Branding: Crafting an Authentic Identity in the Digital Age. International Journal of Digital Branding, Volume 22, No 2. https://doi.org/10.17605/osf.io/b5crq The study conducted by Yoesoep Edhie Rachmad, presented in the 2020 issue of the "International Journal of Digital Branding," Volume 22, Number 2, examines the intricacies of personal branding in the digital age, specifically focusing on how individuals can craft an authentic identity. The research is rooted in the context of an increasingly digitalized world where personal and professional lives often intersect online, leading to a pressing need for individuals, especially professionals, to develop a coherent and authentic personal brand. This backdrop reflects the escalating challenges and opportunities that the digital age presents for identity management. Personal branding is defined in this research as the strategic creation of an individual’s public persona, reflecting their true self, skills, values, and the unique attributes that distinguish them from others. This definition extends beyond mere self-promotion to encompass the development of a genuine and consistent image across various digital platforms. The phenomenon at the core of this study is the evolution of personal branding from a professional necessity to a fundamental component of individual identity in the digital landscape. This change is attributed to the pervasive nature of digital technologies that reshape how identities are formed and perceived online. The research aims to address the problem of how individuals can effectively use digital tools to develop and maintain a personal brand that faithfully represents their authentic self while engaging their professional audience. The purpose of this study is to explore effective strategies for personal branding that can help individuals stand out in a crowded digital marketplace by being authentic and relatable. Employing a qualitative research method, the study involves in-depth interviews with respondents selected based on their active engagement in shaping their personal brands. The sample consists of 30 individuals who vary in professional backgrounds but share a common interest in leveraging digital platforms for personal branding. Research indicators include the consistency of the personal brand across different digital media, the authenticity of the personal narrative, and the engagement level with the target audience. Operational variables are based on theories of social presence, digital communication, and authenticity, focusing on how these elements are managed in digital interactions and content creation. Key factors influencing effective personal branding identified in the study include the alignment of the online persona with the individual's real-life characteristics and values, the strategic use of social media tools, and the ability to adapt to the evolving norms of digital communication. The findings suggest that successful personal branding is predicated on authenticity and consistency, which resonate more effectively with audiences and build trust. The research also highlights the challenges of maintaining privacy while being transparent enough to appear authentic. The conclusion of the research emphasizes the importance of authentic personal branding in the digital age and recommends continuous learning and adaptation to new digital trends and tools. It suggests that individuals should focus on creating a personal brand that not only showcases their professional skills but also aligns closely with their true personality and values. This study offers comprehensive insights into the strategic planning and execution of personal branding efforts in a digital context, providing valuable guidelines for individuals looking to enhance their professional and personal visibility in the digital world.