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Sammanfattning: In 1997, the concept of personal branding was popularized. Since then our world has changed, and is still changing, with the use of technology, digitization and so-cial media. Constructing and managing one's personal brand is something that to-day largely occurs in the online environment. Those who are considered comfor-table in, and accustomed to, the social media environment are referred to as digital naturals. With this in mind, this study aims to extract in-depth knowledge regar-ding digital naturals view of, and handling of, personal branding on social media. As personal branding can be considered to lead to both personal and professional success, the study focuses on the social network sites Facebook and LinkedIn, with a private respectively professional niched user base. Eleven qualitative inter-views have been conducted with the intention to take part of the respondents’ point of views. These interviews are analyzed using a multidisciplinary approach, based on sociological theories as well as marketing theories. The result pictures personal branding as a process that digital naturals are comprehensive of, however to different degrees of awareness. A consensus that “everyone” has a personal brand is found, coincidentally contradictions arise in the question of whether digi-tal naturals see themselves as personal brands. Differences within the outlook of personal branding as a societal phenomenon are also found. Some see it as a posi-tive development in which they willingly embrace the branding mindset, while others express a worry for the future and the consequences that this type of self-commodification possibly could lead to. Finally, conclusions are drawn in regard to the factor “occupation” and its role in the context of personal branding.