Brand is important to a business including insurance and Islamic insurance (takaful) business. The objective of this article is twofold: to discuss how branding for takaful should differ from the conventional counterparts, and to identify challenges faced by takaful operators in branding their products and services. Findings indicate that takaful operators employ Islamic brand elements in their business to raise their image as well as to allow customers to connect themselves with their emotion, belief, and spiritual needs.