In a time when museums are expected to remain relevant, trusted, and accessible to diverse audiences, branding has emerged as a strategic dimension of institutional communication rather than a purely promotional activity. This conceptual article examines how branding can support museum identity, public trust, and science communication in an increasingly digital and participatory cultural landscape. Drawing on literature from cultural branding, museum studies, and digital transformation, the article adopts a conceptual framework that integrates Aaker’s brand identity model, Kotler’s nonprofit branding perspective, and the Integrated Museum Engagement Model (IMEM) proposed by Cesário and Campos. This article aims to provide museum professionals and researchers with a structured reflection on how branding practices can align institutional mission, audience engagement, and ethical responsibility. The article discusses the evolution of museum branding from traditional visual identity frameworks to participatory and digitally mediated experiences, including social media engagement, immersive technologies, and hybrid cultural environments. It examines key tensions such as the balance between cultural integrity and commercialization, the ethical implications of digital engagement, and the structural limitations faced by smaller institutions. In addition to outlining these challenges, the article offers practical insights for museum professionals seeking inclusive, mission-aligned, and low-cost branding strategies. While theoretical in nature, the article identifies future research opportunities, including comparative studies, audience impact evaluation, and participatory methodologies. Ultimately, it argues that inclusive branding can help museums build more meaningful and lasting relationships with their publics in an increasingly complex and connected world.
Vanessa Cesário (Wed,) studied this question.