The challenges faced by DPD RI legislative candidates are more competitive than DPR RI, because each candidate is independent, not affiliated with any political party and in each province only 4 seats are available. Therefore, each senatorial candidate must manage a mature communication strategy to introduce themselves and their uniqueness to the public through the development of directed personal branding. Personal branding is the main key in building public judgment of the value of the self that wants to be shown. Personal branding will influence a person’s views, attitudes, and decisions. In the political context, personal branding is very influential in people’s decisions when determining their leaders in the General Election. Therefore, a politician must have a personal branding strategy plan that is planned and implemented consistently by harmonizing the values he carries. This research was conducted to find out the personal branding strategy used by Ahmad Syauqi Soeratno as a new figure in the political world in winning the DIY DPD RI General Election in 2024. The type of research used is descriptive qualitative in order to produce a representation of a phenomenon through in-depth understanding by utilizing the results of data obtained from interviews, text, documentation, and others. The results showed that Syauqi’s personal branding strategy is in line with the Three Steps to Build Your Personal Brand theory. Syauqi implemented an in-depth approach by visiting 800 locations during the campaign, thus attracting the participation of the people of Yogyakarta and becoming a means of conveying the aspirations of the community. His success in the 2024 DIY DPD RI Election was greatly influenced by the management of a planned, directed, and consistent personal branding strategy.