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This study describes the process how to build a personal brand for an entrepreneur. Personality is the core term in both identity and branding. The study presents theoretical ideas in modelling the entrepreneur's branding. Brands are discussed in a new academic literature context. To answer the research question how the entrepreneur's identity builds the basis for personal branding, the study adopts the narrative method and selects various research participants. The substance and contribution of the interviewees' branding show that an entrepreneur's brands, based on personalities, represent an individual's self, mark ethical, aesthetic and ecological boundaries, anchor plots, themes and archetypes, are partners with a story and product, and represent a life-style, kinship or tribalisation. For an entrepreneur, a personal brand is an option for self-expression to succeed. Those branded tell stories about us, and we tell stories of personal brands by using brands. The value of an entrepreneur's brand identity and personality are based on the value of the brand in a society. The reader can personally assess the study, its progress and the results or re-figure the accounts and stories.