This paper explores the complex aspects of political branding in the contemporary political context, with a particular focus on political effectiveness through social media and the challenges faced by women in politics. Branding in politics is becoming an increasingly important element for achieving political goals and connecting with voters. The paper analyzes the theoretical framework of political branding, successful strategies for branding political leaders, and how female politicians use their personalities as a key element of branding. Social media has become a crucial tool for political communication. The paper investigates how social media is used for branding and political communication, using the example of former President Kolinda Grabar-Kitarović, and analyzes the characteristics of three social media platforms: Facebook, Twitter, and Instagram. The empirical research is focused on analyzing the political branding of Kolinda Grabar-Kitarović on social media. Through this analysis, key strategies and elements of her political brand are explored, as well as how she managed to maintain consistency in branding during different political periods.