The fourth strategic pillar of branding in a hyper-digital world is personalization. Consumers are more likely to purchase from brands that recognize their names and purchasing history, especially when they receive relevant communications as a result. Personalization requires marketers to leverage customer data to deliver targeted content and experiences. This chapter provides an overview of the benefits of personalization. Following that, I outline four distinct types of personalization strategies, based on the personalization target and whether the personalization involves communications or products. These personalization strategies are highlighted through the use of detailed case studies.