This chapter discusses the political branding techniques of the UK Labour party under the leadership of Keir Starmer in the 2024 general election. The Labour party had lost successive elections since 2010, and was further weakened by negative brand association such as antisemitism under the previous leader Jeremy Corbyn. Therefore, using the framework for political brand design, the chapter shows how despite the ineffective application of some key political branding principles, Keir Starmer and the UK Labour party succeeded in creating a simplified brand focused on ‘change’ to reposition their contaminated political brand. In doing so, the chapter highlights the challenges political parties face in repositioning their political brand effectively. In all, the chapter demonstrates that while the view that the Labour party and its leader’s victory is attributable to dissatisfaction with the Conservative government might be valid, it is worth noting that the Labour party and its leader deliberately used political principles to increase the worth of, and preference for, the party brand, contributing substantially to their victory in the election.