This study aims to analyse the political communication strategy employed by Indah Damayanti Putri (IDP) in building her political branding during the 2020 Regional Head Election (Pilkada) in Bima Regency. Using a descriptive qualitative approach and grounded in Erving Goffman's dramaturgical theory as well as Jones and Pittman’s concept of impression management, this study explores how IDP constructs her image as a strong, empathetic, and grounded female leader. Data were collected through unstructured interviews with IDP, her campaign team, volunteers, and voters, and analysed thematically. The findings indicate that IDP applied four main tactics in her image-building strategy, namely ingratiation, self-promotion, exemplification, and supplication. These strategies were realised through intensive interpersonal communication, the use of social media, and the consistent performance of social roles in public. This research concludes that IDP’s success was not only determined by structural political support but also by her ability to build emotional closeness and cultural relevance with the community. These findings contribute to gender-based political communication studies and affirm the importance of contextual approaches in developing female political branding in the local political arena.