In this article we explore the concepts of political party brand identity and image. Political leaders should be able to effectively define the distinctive characteristics of the political brand and subsequently activate the most appropriate mechanisms of communication to promote an accurate perception of the image in the market. The specific aim of this research is to explore interrelations between a political party’s brand identity and image in two different time periods, in order to discover possible discrepancies and changes in time. The party blog, containing both the official communication and the people’s feedbacks represents a perfect place where to observe the concepts and the values on which both the political brand identity and image are founded.