As expected, Joey will turn up on Albert Square hot on the heels of his sister Alice - sent by their mother to tempt her back home.
When Joey realises that Alice wants to stay put, he resolves to show her exactly the kind of man Derek (Jamie Foreman) really is.
Played by David Witts, Joey is being billed as a charming character who "prides himself on telling it how it is, but is in fact a compulsive liar".
> EastEnders: Meet Joey Branning - picture
The newcomer also finds it easy to attract girls, but likes to make them feel they have made the first move - even if he has nudged them into it.
Witts commented: "I am delighted to be joining EastEnders after being a fan for so many years. Joining the Branning family couldn't have come at a better time, especially after the recent British Soap Awards wins."
EastEnders' executive producer Lorraine Newman added: "Joey is a fantastic addition to the Brannings and after an explosive entrance onto the Square, he is set to break a few hearts as he campaigns to bring Derek down."
Show bosses announced the casting of Jasmyn Banks as Alice last month.