Digital platforms have intensified competition for visibility, making personal branding a key success factor for professionals, entrepreneurs, and athletes. Yet, many brands lack a structured, evidence-based approach to stand out and build trust.

This thesis applies microeconomic and game-theoretic models, signaling games, coordination games, and repeated games, to the author’s personal brand, Kaizen. A single-case qualitative design combines literature analysis with audience questionnaires, reflective journaling, planning documentation, and prospective social media metrics.

Results show that costly, consistent signals, such as transparent improvement routines, enhance credibility and trust. Strategic differentiation reduces comparability with competitors, enabling premium positioning. Long-term cooperative strategies foster resilient audience relationships. The Kaizen case demonstrates that combining continuous self-improvement with multicultural identity can yield a defensible market position. Game theory offers a clear framework for designing credible, distinctive, and scalable personal brands in competitive digital environments.