Evidence from across the world shows a constantly changing political marketpolitical market. Priorities of the market keep changing, unexpected priorities emerge and the market has become increasingly demanding. Therefore, one of the ways by which politicians are able to connect effectively with the populace is by offering forward-looking brand promisebrand promise which responds directly to the expressed and latent needs. This requires that political elites set aside some time to systematically and thoughtfully develop the brand promise. A promise with the potential to address the primary concerns of the political market can induce durable relationships with the political market. Therefore, this chapter discusses four critical factors (information gathering, planning, internalising and communicating the brand promise) that must be applied in order to systematically design and communicate valuable brand promisesvaluable brand promises that can satisfy the needs of demanding and complicated political consumers in a highly competitive political market. Relying on data from the real-life situation of the New Patriotic Party (NPP) in Ghana, the chapter discusses how the party used these techniques to better understand the Ghanaian political market, and offered resonating brand promisesresonating brand promises to win the 2016 election after losing two consecutive elections in 2008 and 2012. In doing so, the chapter for the first time offers deeper insights into key constructs for designing promises that reflect the priorities and top concerns of the political market, as well as techniques for communicating more effectively to build a strong political brand. The chapter thus makes original contributions to political brandingpolitical branding knowledge.