In the following study, the evolution of political communication is analyzed, emphasizing its transformation throughout history and the role of social media in the contemporary political context. Political personal branding is particularly explored using the example of Marin Miletić, a member of the Croatian Parliament from the political party Most, through the social media platform Instagram. Politics and political communication are phenomena that have changed over history, from ancient Greece to the present day. Their interrelationship, from the beginnings where importance was placed on the manner of delivery and the content itself, has shifted with the emergence of new media. Social media has brought a new dimension to political communication, enabling two-way interaction between politicians and citizens. By analyzing political branding through social media, particularly Instagram, this study takes the example of Marin Miletić, a member of the Croatian Parliament from the Most party. Through empirical research, key strategies and elements of political branding are analyzed, as well as how consistency in branding was maintained during political periods, specifically from July 2020 to March 2024. Social media platforms, such as Instagram, have become a crucial tool for political communication, allowing politicians to communicate directly with voters. The study also addresses aspects of political branding in the contemporary political context, with a focus on political effectiveness via social media and the challenges faced by individuals in politics. Successful branding strategies on social media platforms like Instagram are increasingly important for achieving political goals and engaging with voters. Through the analysis of political personal branding using the example of Marin Miletić's Instagram profile, this study provides insight into the complexity of contemporary political communication and the challenges politicians face in the digital age.