Rural tourism branding, as one of the effective tools for attracting tourists and promoting sustainable development in this field, plays a key role in enhancing tourism in various countries. This study aims to identify the barriers and drivers in rural tourism branding in Iran, particularly from the perspective of experts in this field. Data were collected through 20 semi-structured interviews with specialists in rural tourism. The data were analyzed using qualitative content analysis and open and axial coding techniques. The findings reveal 38 barriers and drivers categorized into six main factors, including infrastructural and physical challenges, political issues, weaknesses in economic and financial factors, challenges in the regeneration of historical and cultural identity, weaknesses in advertising and technology, and weaknesses in the technical knowledge of managers. These findings can assist policymakers and planners in designing more effective strategies for rural tourism branding by analyzing these factors in more detail. Particularly in a country like Iran, with high potential in rural tourism, focusing on these factors can contribute to building a stronger brand identity, attracting more tourists, and ultimately fostering sustainable development in the industry.