In the conditions of the saturated information field and increasing competition in the labor market, capitalization of personal brand is becoming a critical strategy for achieving professional and financial goals. This contribution investigates the key aspects of the formation and monetization of personal brand, analyzing effective strategies, modern tools and challenges associated with managing personal reputation in the digital environment. The work provides a practical approbation of the capitalization of a personal brand. The calculations clearly show how the owner of an enterprise can enter the business with one of the elements of reputational capital – a personal brand. The authors included the personal brand of the owner in the system of business processes that affects sales and financial results of a joint project. As a result of considering the revenue, costs and investments in the personal brand, we calculated the NPV, IRR and payback period for the project entered by the owner of the company. Based on the fact of drawing up the financial model, we received a budget of income and expenses, a budget of cash flows and a budget for the balance sheet of the project.