Social media has emerged as a powerful medium of communication and offers an extraordinary opportunity to craft an influential identity through the establishment of a personal brand centred on a specialised area of expertise. This chapter explores the intricacies of building a formidable brand presence that resonates with the target audience through a strategic blend of authenticity, creativity and engagement. It further delves into the approaches and psychological foundations that endow relevance to a social media personal brand by means of striking a relationship with the audience through consistent brand characterisation, identification and foregrounding of dedicated viewers and optimisation of brand communication. It discusses the relevance of appropriate visual media for augmenting brand interaction and enriching viewer experience. Finally, the chapter offers an understanding of social media trends and their discretionary deployment for enhancing brand exposure and increasing brand engagement.