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Digital has change in many sectors included in Education. The Digital Era has born digital native people and know they have entered the university. This research focuses on the first year student because there is a transformation with their previous study as the high school student. The Purpose of this research is to know the first impression of digital native students of thir lecturers personal branding through the instructional communication. This research used qualitative research with in depth interview and Focus Group Discussion. The research shows that the students is still comparing with the previous education system as high school student in the way of giving instructional communications.This condition becoming shock culture because of the transformation.The first impression of their lecturers come up with their opinion behind the lecturer. There will be a model of the process of the first year university student as digital native start from cognitive, affective and behavioural stage. The digital native students has imagine the personal branding of the lecturer based on the name of the university or the brand. The student shows their expectation of the lecturer. The way of giving instruction to their student is built personal branding of the lectures.