This work examines the possibilities and perspectives of branding the Croatian police, i.e. police officers in accordance with the theoretical concept of branding. In that regard, the police is understood as an organization of the state (public) sector and as a public service to citizens, and police officers as a key internal public that supports the organization, and guarantees to external public that the promise or moral message of the brand summed in the slogan security and trust will be fulfilled. The relevance of the topic of this work is reaffirmed by the general societal importance of security issues and the importance of the implications that the relationship of trust between the police and citizens can have for the effectiveness of the organization, and thus for the safety of each individual. The challenges and opportunities of branding as a communication and promotional process of identity and image management are identified and the importance of the role of public relations in this process and the new digital environment. If the image of the police and police officers is mediated in this way, it becomes an indicator for possible improvements of the marred image or for its additional strengthening if that image is desirable and positive. The analysis of the content of official press releases of the media of the relevant ministry and police, and the representative police union, as well as media announcements of the three most read Croatian internet portals (24sata.hr, Index.hr and Jutarnji.hr) during 2019 was conducted using the content analysis method. The research findings suggest that official communication, which is proactive and promotional and contextually positively oriented in just over fifty percent of cases, with a focus on topics from the ethical-professional, social and security spectrum, can contribute to strengthening of a positive image and developing of a police brand. However, there is still enough room to improve such communication. On the other hand, media communication is contextually neutral in slightly more than fifty percent of cases, critical in almost forty percent, and positive only in ten percent of cases, while the primary focus is distributed equally between accidents and committed misdemeanours and criminal offenses on one side, and ethical and professional standards of the police on the other. In addition to opening up a relatively unexplored and significant topic of police branding, this work also provides guidelines for future research that should focus on the analysis of online comments, i.e. user-generated content.