<p>The European Union has traditionally relied on public diplomacy as its primary instrument for communicating its external policies to foreign publics. Yet in recent years the EU has increasingly adopted branding in its external communication, most prominently through the Global Gateway strategy. This article examines why branding emerged alongside established public diplomacy practices in the EU’s external action communication. Based on an analysis of EU policy documents, communication guidelines, and the branding practices associated with the Global Gateway, the study compares the communicative logics of public diplomacy and branding. The findings suggest that while public diplomacy primarily focuses on explaining policies and fostering understanding among foreign audiences, branding operates through the construction of a recognisable umbrella identity that organises communication across diverse initiatives. The emergence of the Global Gateway brand can therefore be interpreted as a response to persistent challenges in EU external communication, particularly low visibility and fragmented messaging. By consolidating diverse policies and projects under a single communicative identity, branding offers a mechanism that may strengthen recognition and coherence in EU external action. The article contributes to the literature on nation branding and public diplomacy by clarifying the distinction between the two approaches and by providing an empirical example of how branding practices are applied within a political and institutional context.</p>