The purpose of this study is to gain more understanding of how companies use social media to strengthen and personalize their brand. This through the following questions: How do companies use social media to personalize and strengthen their brand? How is the brand affected by being available on social media? This study is a qualitative research with a deductive approach. The empirics are collected through case studies and semi-structured interviews. The companies in this study all had the aspiration to personalize their brand through their communication with their customers, by being personal and informal. They use Facebook for brand awareness and advertising, while Instagram is their channel for brand-building to portrait their own brand image.