The research focus of this study is to analyze and describe the personal branding of Krishna Murti, a middle rank-police officer in social media, Facebook and Instagram, why his personal branding shifted its focus several times, and why, even after those shifts happen, most of his followers still responded positively towards Krishna Murti’s personal branding. Primary data collected from interviewing key informants and questionnaire data from followers, combined with secondary data comprising of Krishna’s Facebook and Instagram postings and other relevant source of information were analyzed using the embedded case study method with multi unit analysis, qualitative content analysis and descriptive statistics in order to give a thorough description of the research focus. The research findings showed that Krishna Murti’s personal branding design already has clear visions, focusing on specializations, and effective media selection. However, external and internal factors such as individual values and supervisor values, comments on the cases handled, tranfer of duties become challenges for a middle rank-police officer such as Krishna Murti in the effort of building his personal branding for the positive image of his agency. Yet, 66% followers of Krishna Murti in social media stated that the strength of Krishna Murti’s personal branding lies on the lateral and responsive communication to his followers. / Fokus penelitian ini adalah menganalisis dan memaparkan personal branding Krishna Murti, seorang perwira menengah polisi di media sosial Facebook dan Instagram, mengapa personal branding-nya mengalami beberapa kali perubahan, serta pendapat positif para followers terhadap personal branding Krishna Murti meski setelah beberapa perubahan terjadi. Data primer dari hasil wawancara key informant dan hasil kuesioner para followers, digabungkan dengan data sekunder berupa postingan Facebook dan Instagram Krishna Murti serta sumber informasi lain yang relevan dianalisis dengan menggunakan metode studi kasus tunggal embedded dengan multiunit analysis, qualitative content analysis, serta statistik deskriptif untuk mendapatkan gambaran yang menyeluruh tentang fokus penelitian. Hasil penelitian menunjukkan bahwa strategi personal branding Krishna Murti telah memuat visi yang jelas, fokus pada nilai-nilai spesialisasi, serta pemilihan media yang efektif. Namun, faktor eksternal dan internal seperti nilai pribadi dan nilai pimpinan, komentar tentang penanganan kasus, rotasi jabatan dapat menjadi tantangan dalam membentuk personal branding seorang perwira menengah POLRI seperti Krishna Murti dalam membentuk citra positif lembaganya. Meski demikian, 66% followers Krishna Murti di Instagram berpendapat bahwa kekuatan personal branding Krishna Murti ada pada ketrampilan komunikasinya yang lateral dan responsif terhadap para followersnya.